Want to be an Internal Comms strategist? Get your bake on…

What is an internal communication strategist? Well, according to the latest UK issue of Cosmopolitan magazine, an internal comms strategist is concerned with cakes, headsets and jargon.

I spotted this article via Natasha Liedl-McDowall, Senior Manager, Organisational Experience at ARM today. She shared it on LinkedIn alongside her views about the piece  (disclosure: ARM is a client of mine).

I shared it on Twitter @AllthingsIC and my network certainly has some views. Thank you to everyone who joined the conversation, I’ve tried to include as many Tweets as I can below.

Here it is… (brace yourself):

Is it tongue-in-cheek? I hope so. Should we actually be happy the role is even recognised? Possibly.

But… and here’s the thing… it’s so unhelpful.

We’ve been talking about “professionalising” IC for as long as I can remember. We write, blog, teach, and educate our organisations and peers about the importance of working in a strategic way.

I’ve written 1100 blog posts about internal communication over the past eight years and do not recognise the picture that has been painted of a role I absolutely love.

If the intention of the piece was to feature ‘the best new industries’ then brilliant. Love that.

However, internal communication has been around since people drew on cave walls to communicate. It’s been present in organisations since at least 1840. I of course welcome the idea of publicising what internal communication is all about.

But that’s not what this is.

Further reading: You can read about the history of internal comms via my blog and find out more about The Lowell Offering from 1840 (pictured).

Internal communication as a career choice? Can’t beat it, gets my vote every time. However, will people who are entering the workplace or looking for a change of career read that article and think wow that’s a role for me.


I have a sense of humour, but come on Cosmo, it’s 2017. This patronising article does you – and the IC industry – no favours.

Parent company Hearst is currently recruiting for a PR & Communications Manager. It’s a new role and includes internal comms. Brilliant. Let’s hope they have the skills you’ve outlined. Although there’s a distinct lack of cake mentioned…

I’m going to pick up on some of the points.


I am clearly doing something wrong. The only cakes I organise are for my children’s birthdays. Yes we all know the power of some branded collateral (cakes included) to accompany a campaign. But to be our WHOLE job?

Here’s how the cake comment went down…

And the headset…

We may have just found our new catchphrase… #busybusyverybusy

What communicators think of the article:

So, what can we learn from all these Tweets, LinkedIn comments and conversations?

I think you can see internal communication practitioners are passionate about what we do for a living. It’s a hackneyed phrase, but apt – just look at the language, humour and protectiveness displayed above.

Are we taking it all a bit too seriously? Maybe. Some voices of reason here…

CIPR Inside has even extended the hand of friendship to Cosmopolitan UK to come to their upcoming IC conference:

In all seriousness, internal communicators are a friendly bunch. I’m going to the CIPR Inside conference on 1 November and would be more than happy to have a chat about what life as an internal communication strategist is like.

On balance, I’m glad to see VOICE from the Institute of Internal Communication was mentioned, that was at least accurate. The information about trust and knowing a brand was also not too far off the mark.

Right, I’m obviously #busybusyverybusy so am off to put on my headset and organise some cake.

Thank you for stopping by.



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Rachel Miller

Founder of All Things IC communication consultancy. Chartered PR Practitioner and CIPR Fellow.

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