The internal communication of Spanish companies in a strategic key

Abstract

This paper focuses on the objectives, tools and strategic axes proposed by Spanish companies in their internal communication (IC) plans. It also aims to understand the business context in which departments in charge of IC operate. All of this is analyzed by examining potential similarities and/or differences between companies according to the structural characteristics of the departments and companies, as well as based on the degree of self-perceived effectiveness of the participating professionals. To this end, a quantitative study was carried out on a sample of 118 IC managers belonging to the Association of Communication Managers (Dircom). The main results show that the IC departments of companies in Spain tend to have the support of senior management. However, despite the importance afforded by IC departments to strategy, the departments invest most of their resources in tactical and technical aspects. Finally, there is also a lack of integration of internal and external communication, as well as a short-fall in funding allocated to IC.