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The third annual ‘Professional Development in Internal Communications’ study by the VMA Group, highlights the core skills and qualities that managers look for when recruiting IC professionals today.

According to the report, the top five skills are:

  1. Influencing
  2. Coaching Senior Leaders
  3. Strategy Setting
  4. Writing – Specific Corporate Messages
  5. Writing – Online/Publications

Interestingly, the first three points highlight the continuing evolution of internal communications from a function that churns out news, to one that has a real impact on the success of a company. While the last two points highlight that traditional communication skills still have an important place in the function.

By contrast, the top five skills as perceived by the IC community are:

  1. Coaching Senior Leaders
  2. Social Media Development
  3. Influencing
  4. Public Affairs
  5. External Communications

While survey respondents felt that they are an integral part of the senior leadership team, disappointingly the results showed that advocacy for internal communications amonsgst senior leaders remained unchanged from 2010.

On a more encouraging note, the results did testify to the resilience of the discipline despite the economic climate, with 74% of internal communications functions remaining the same or increased in size over the last year.

You can download a copy of the full report via the VMA website >


A new ebook titled ‘The Uncommon Sense of Internal Communication’, created by Russell-Oliver Brooklands, the IC professional behind the Internal Communication Model, is now available for download and sets out to answer some of the many paradoxical questions surrounding Internal Communication.

When introducing the book Brooklands said, “Originally drafted under the working title: “Why everybody’s rubbish and it’s no one’s fault”, the book compassionately challenges a number of widespread unconscious assumptions, and shines a light on various cultural blindspots. In the process, it helps make sense of why so many people, even at the top of organisations, seem to struggle with IC. And it provides practical steps that can be taken to help them think about it in new ways – so IC professionals can start making a bigger difference.”

‘The Uncommon Sense of Internal Communication’ is currently available to download free of charge from, with a number of versions available depending on your global location and IC view point.

Happy reading!


The Employee Engagement Report 2011, which explores global workplace attitudes, revealed that trust in executives has a stronger correlation to employee engagement than trust in immediate managers. Half of employees who trust senior leaders are engaged compared to 40% of those who trust their direct boss and 33% of the North American workforce overall.

These findings are consistent with pre-recession findings. Highlighting that trust in leadership is an important factor in achieving high levels of engagement.

It’s harder to build trust with people who you rarely see or have never met, explained Christopher Rice, CEO of BlessingWhite, the consultancy responsible for the survey. “Most immediate supervisors and managers can demonstrate trustworthiness in their daily actions and become known beyond their titles. Executives don’t have that luxury. The workforce scrutinizes what they do see and hear – and will draw the most unexpected, unfortunate conclusions if leaders do not communicate carefully.”

The authors of the report, urge business leaders to demonstrate consistency in words and actions, communicate often and with depth, and create a culture that drives results and engagement.

For more information, download a copy of the report >




The world 2.0 is ever growing and little by little many companies are starting to use their tools and principles to manage their internal communications. A new book written by Alejandro Formanchuk in Argentina shares ideas and experiences about these issues. It is titled “Internal Communication 2.0: A Cultural Challenge”. This is a first version and Alejandro is looking for constructive feedback from fellow communicators.

If you are interested, you can download a free version here .

Alejandro Formanchuk is the President of the Argentinean Association of Internal Communication. He is the CEO of Formanchuk & Asociados, a communication consulting company. He teaches at the UBA and taught in more than 20 universities in the region and is an international speaker and has given conferences in Argentina, Bolivia, Chile, Colombia, Ecuador, Peru, Uruguay and Venezuela. Alejandro has a Bachelor in Social Communication with an Honors Diploma granted by the University of Buenos Aires (UBA).

Last year communicators across Europe, including GCN members, took part in a survey to discover how Social Media is affecting our daily work and the challenges and opportunities it presents.

1383 professionals from 30 countries participated in the survey,  jointly conducted by the European Association of Communication Directors and the University of St. Gallen.

And now the results are in, here is a summary:

  • Most communicators have some experience of working with Social Media as they are increasingly involved in tasks such as agenda setting, media monitoring or building stakeholder relationships.
  • A quarter of practitioners are very versed and engaged in Social Media.
  • While many practitioners find Social Media useful and relevant, it is often superiors who drive their use in the workplace.
  • Levels of engagement in Social Media reflect levels of confidence communicators have in using these new applications and platforms. With those with little engagement being the most skeptical. Those actively involved tend to be more satisfied with their jobs.
  • More than half of those surveyed showed signs that the pressure of adding Social Media to the communications mix is leading to overload and stress.
  • Most organizations lack relevant crisis and contingency plans.

The survey report concluded that learning to enjoy Social Media is a good coping strategy for the added stress it can bring and, with many organizations still experimenting with new media, now is a good time to take the leap and actively engage in the Social Web.

If you would like to know more, download the full survey results:
EACD Social Media Survey 2011.


The Geneva Communicators Network is a platform to exchange views, news and information for communication professionals working in the Geneva region, Switzerland. Currently the network has over 1000 members including professionals from the PR, communications, media and marketing fields, more info>>

Event photos