The Rise of Email and Internal Social Tools: Why Communication Teams Still Matter
In today's digital age, the landscape of internal communication (IC) has undergone a significant transformation. The emergence of email and internal social tools like Slack and Microsoft Viva Engage has revolutionized the way we communicate within organizations. With just a few clicks, anyone can send messages to employees, bypassing the need for an official communication team. This development has prompted many to question the necessity of such teams. However, the answer remains a resounding, "Yes."
When it comes to effective communication, it’s essential to recognize three distinct groups of people:
Communicators—Anyone who communicates through words/action or lack of words/action
Communication Practioners—Those who deliver communication for their organizations. May not have formal training or experience in communication skills or strategy.
Communication Professionals—Those with training and experience in communication skills or strategy to support an organization to deliver results.
While everyone can be a communicator, not everyone can be a communication professional. The persistence of confusion surrounding the necessity of formalized communication teams, particularly IC teams, can be attributed to the existence of a middle category: communication practitioners. In many cases, these practitioners don’t have formal training in the field. They could be someone from human resources or the administrative team who was simply told, “Someone needs to do internal communication and that someone is you.” They could be someone with an English or writing degree that got hired into an entry-level communication role and proceeded to learn on the job. While this approach can potentially produce effective communication professionals, it requires the following crucial steps:
Seek Outstanding Mentors—Communication practitioners should actively seek guidance from communication professionals who can serve as mentors. Engaging third-party consultants for a communication audit is also an excellent way for individuals working as lone communication practitioners to gain professional expertise and insights.
Pursue Professional Development—To bridge the gap between communication practitioners and professionals, individuals should invest in formalized education and professional development opportunities within the communication field. Depending on the length of time they expect to be involved in the field, pursuing an undergraduate or graduate degree from an accredited university, obtaining certifications through reputable organizations like Ragan Communications, or a combination of on-demand training and live coaching from organizations like Kademy can all contribute to their growth and expertise.
It’s crucial to understand that the ability to send an email or a Slack message doesn’t automatically qualify someone as a communication professional. Effective communication requires a deep understanding of strategy, audience analysis, messaging, and the ability to craft compelling narratives. By acquiring the right training and experience, individuals can transition from being mere communicators to becoming skilled communication professionals.
