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Strategic Internal Communication

Strategic Internal Communication

How to Build Employee Engagement and Performance

David Cowan


A complete guide to implementing a strategic approach to internal communications in any organization. Will help you move your organization to a communicating community sharing open, transparent dialogue to address both internal and external challenges.

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About the book

Effective internal communications is a much neglected area in the world of business. While most organizations recognize that the external communication between customers and shareholders is crucial to the success of a business, very few consider the implications of their internal communication or develop a clear strategy for it. So while management decisions may be perfectly rational, badly executed communication can leave staff across the organization confused, worried or disinterested.

Strategic Internal Communication offers a complete approach to building engagement, performance and cultural integration in any organization. It looks at the relation between the traditional silos of internal communication, HR and employee engagement and demonstrates, using the new Dialogue Box approach, how to use communication more effectively and strategically to break down these barriers.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: The new organizational triangle: Internal communications, employee engagement and HR;
    • Chapter - 02: Culture shock: Corporate culture does not exist;
    • Chapter - 03: Zone 1: Intelligence – how organizations and people think;
    • Chapter - 04: Zone 2: Emotion – how organizations and people feel;
    • Chapter - 05: Zone 3: Interpretation – how organizations and people understand;
    • Chapter - 06: Zone 4: Narrative – how organizations and people agree (or disagree!);
    • Chapter - 07: The end zone: Ensuring effective dialogue – how organizations and people talk;
    • Chapter - 08: Using the dialogue box


We are making great use of the Dialogue Box; it is both innovative and challenging. Our managers find it an excellent analytic and diagnostic tool to improve their
communication capabilities.

Hisham S Al-Joher, Director, Global Internal Communication, SABIC

Cowan's emphasis on attending to the feelings and experiences of all individuals in order to achieve effective internal communication is a welcome contribution.
Lisa M Cuklanz, Professor and Chair, Communication Department, Boston College

Internal communications, both agency and client side, is crying out for an innovative approach for the 21st century, and this book sets a new agenda, connecting the dots with employee engagement and HR, as well as providing an amazing tool to help clients innovate
Jim Donaldson, EVP, Corporate Communications, EMEA at Weber Shandwick

[C]ontains plenty of helpful insight for anyone who has responsibility for internal corporate communications.
John Gibbs, Leading Business Books

getAbstract recommends his fresh thinking to corporate communications professionals and the executives who establish corporate values.
getAbstract, Inc.

Book Details

  • EAN: 9780749470111
  • Edition: 1
  • Published: 3rd June 2014
  • Paperback
  • Dimensions: 235x156
  • 192 pages

About the Author

Dr David Cowan is a visiting scholar in the Communications Department, Boston College, USA. He has worked with a variety of clients, including SABIC, Honeywell Aerospace, SAP, Saudi Aramco, Hewlett-Packard, and has taught the Dialogue Box to over six hundred participants in America, Britain, China, Netherlands, India, Saudi Arabia, Singapore, and South Korea. He is former Global Head of Internal Communications at ArcelorMittal and has also worked at the World Bank and as a finance and technology journalist. He holds degrees from the University of Oxford and the University of St Andrews, where he earned his PhD.

David Cowan

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