Editor’s note: This is the 8th in a series of 12 guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2013. Hosted under the hashtag #PRin2013, the series began Jan. 7, 2013, with a compilation post previewing all 13 predictions.
It’s almost a cliché to say that organizations don’t value internal communication as much as they do external. The fact that it’s mostly true is gravely disappointing, at least to internal communicators, who will decry management’s lack of understanding of their specialty. In past years, you’d read that “this is the year when internal communication comes into its own,” or something similar, usually related to some sort of whiz-bang (usually electronic) communication tool.