Exploring Internal Communication

Towards Informed Employee Voice
Herausgeber: Ruck, Kevin

• Gebundenes Buch

Produktbeschreibung

This new fourth edition has been comprehensively updated to reflect the latest practices in internal communication. Enriched with models, tips and case studies, this book is an indispensable tool for both students and practitioners alike.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 4 ed
• Seitenzahl: 236
• Erscheinungstermin: 12. Dezember 2019
• Englisch
• Abmessung: 176mm x 243mm x 19mm
• Gewicht: 618g
• ISBN-13: 9780367200114
• ISBN-10: 0367200112
• Artikelnr.: 58441918

Autorenporträt

Kevin Ruck is a founding director of PR Academy, the largest Chartered Institute of Public Relations qualifications centre providing education for communication professionals. He has more than 20 years' experience in various communication roles within the telecoms and ICT sectors, latterly focusing on employee communication. Kevin holds an MBA with distinction and a PhD which incorporated an internal communication and engagement thesis. He is the course leader for PR Academy's delivery of the CIPR Specialist Diploma in Internal Communication.

Inhaltsangabe

List of figures
List of tables
Notes on contributors
Preface by Kevin Ruck
PART I INTERNAL COMMUNICATION LEADERSHIP
1. Internal communication and the associations with organisational purpose
culture and strategy
Kevin Ruck
Introduction
Responsible communication leadership
Organisational purpose and values
Internal communication and organisational culture
Internal communication and corporate strategy
Summary
2. Theoretical and practical positioning of internal communication
Kevin Ruck
Introduction
Defining internal communication
Internal communication and the excellence theory of public relations
Internal communication and a rhetorical approach to public relations
Internal communication and a critical theory approach to public relations
Critical theory and power
Internal communication and relationship theory
Internal communication and employee voice
Internal communication and employee involvement and participation
Internal communication and distortion
democracy and cooperation
Summary of the academic literature
Practical positioning of internal communication
Summary
PART II GOOD PRACTICE
3. The evolution of practice and the changing role of the practitioner
Heather Yaxley
Kevin Ruck and Ann Pilkington
The roots of modern-day internal communication - the employee publication
Propaganda or freedom: The editorial dilemma
New technologies and new thinking challenge the dominance of the house organ
Emergence of internal social media and employee engagement
Reflections on the evolution of practice
Contemporary internal communication practice
The internal communication function
Internal communication as a profession
Professional development of the internal communication practitioner
Effective business partnering
Summary
4. Dimensions of internal communication and implications for employee engagement
Mary Welch
Introduction
Definitions
Evolution of employee engagement
Components of engagement
Further research
5. Keeping employees informed and employee voice: Adopting an employee centric perspective Kevin Ruck
Introduction
Keeping employees informed: Topics of interest
Keeping employees informed: Quality of information
Defining employee voice
Receptiveness to employee voice
Employee voice mechanisms
Keeping employees informed and organisational engagement
Employee voice and organisational engagement
Summary
6. The AVID framework for good and ethical practice
Kevin Ruck
Introduction
The research that informs the AVID framework
Information interests
Senior manager communication
Line manager communication
Employee voice
Dialogue
The AVID framework for good practice
Ethical practice
Summary
PART III STRATEGIC PLANNING PROCESSES
7. The RADAR planning model
Kevin Ruck
Introduction
Importance of planning
The RADAR model for planning
Creative problem solving
Problem exploration - why technique
Problem exploration - other people's definitions
Scenario planning
Setting objectives and targeting employee groups
Targeting employee groups
Strategic thinking
Tactics
Timescales and resources
Summary
8. Project management
Ann Pilkington
Introducing projects
Defining scope and quality
The business case
Project roles: The project sponsor
Project roles: The project manager
Project roles: The project management office (PMO)
Getting the requirements right
What does success look like? Estimating
Planning a project and the critical path
Change control
Risks and issues
How to understand a project
Reporting
Project methodologies
Summary
9. Change communication
Paul Harrison
Why does change communication matter? What is this thing called change? Where can change communication go wrong? What can change management theory tell us? What makes behavioural change happen? What causes resistance to change and how should it be addressed? What content do staff want in change communication? How can managers lead the organisation through change? Getting change communication right
Summary
10. Measurement
analysis and evaluation: The ICQ10
Kevin Ruck
Introduction
The continuous measurement cycle
Why is measurement important? A short history of approaches to measurement
The AMEC Integrated Evaluation Framework
The CIPR Inside Measurement Matrix
Using questionnaires
The ICQ10
Data analysis
Qualitative research
Interviews
Focus groups
Analysing interviews and focus groups
Summary
PART IV CONTENT AND CHANNEL MANAGEMENT
11. Medium theory: Channels and content
Kevin Ruck
Introduction
Medium theory
Information richness
Channel preferences
Channel attributes
Channel usage and perceived effectiveness
Mapping content to channels
Champions for Health campaign: Correlating channels to outcomes
Summary
12. Applying models from communication theory and psychology to practice
Kevin Ruck
Introduction
The 'communication' in internal communication
Attitudes and behaviour
Interpersonal communication
Framing and nudge theory
Summary
13. Storytelling is serious business
Laoise O'Murchu
Introduction
Why should internal communication practitioners and senior managers pay attention to storytelling? Why doesn't the facts and figures approach to communication work? Why don't we use stories? How to tell stories
Can stories be used in business? Why does hearing a story make us less critical and less judgemental? Summary
14. Getting the language and tone right
Ellen Hake
Introduction
Why language and tone matter
The six keys to effective communication
PART V THE DIGITAL WORKPLACE
15. Communication on internal digital platforms
Peter Cardon
The evolution of internal digital platforms
The ideal culture on internal digital platforms
Ideal communications of managers on internal digital platforms
The ideals of two-way communication
transparency
and employee voice on internal digital platforms
Communicators as gatekeepers on internal digital platforms
Facilitating employee voice on internal digital platforms
Summary
16. From message gatekeeper to true business enabler: Internal communication and a social way of working
Rita Zonius
Internal communication is being disrupted
just as the businesses we work for are too
Reinventing the role of internal communication for a social world
The big opportunity for social technology - enabling business progress in a knowledge economy
The typical business need for enterprise social technology
Democratising organisations and the flow of information
Introducing enterprise social? First focus on people and purpose
Preparing your people leads to better business outcomes
Watch for bumps in the road - identify and mitigate risks
Activating a social way of working - ideas to get you started
Leaders need to be social too
Advice for your leaders
A social way of working - use cases for communicators and the business
Meet the community manager - the ultimate enterprise social networker
Step up and encourage value exchange in enterprise social networks
17. Automation and Artificial Intelligence: The reinvention of practice
Rachel Royall and Kevin Ruck
Preamble
Definitions
The potential impact of automation and AI on the future of work
How automation and AI might impact public relations and internal communication practice
The impact of automation and AI on internal communication competencies
New applications
new transdisciplinary role? Trust and ethics
Summary
Index