The Internal Media Landscape: A Balancing Act Between Engagement and Overwhelmingness

Purpose
To map and assess the internal media landscape of organisations in the mid-2020s to equip communicators to make informed decisions about the choice of media, channels and genres in internal communication depending on the communication goal.
Methodology
First, an interview study with eight internal communication managers in private and public organisations, known for excellent and diverse internal communication, about their internal media landscape. Second, a more in-dept study of two of the organizations, where examples of internal communication were analysed and focus groups with employees were conducted to get the employee perspective.
Findings
A preliminary finding is that organizations use a big variety of internal communication channels, they work purposefully with different internal audiences, and the internal communication managers perceive that it is a constant challenge not to overwhelm the employees and to provide relevant content.
Practical implications
The choice of communication channel depends on the organisation, the internal audiences, the content and the situation. There are some recommendations but improvisation for each situation is a key for the optimal communication mix.
Originality/value
Internal communication needs a fresh perspective after the Covid-19 pandemic and workplaces becoming more geographical disperse, hybrid and digital.