- Variances between perceptions of employees and those held by external stakeholders may be a cause of confusion or conflict (quality at the point of interaction can reinforce or dissuade)
- How the internal audience interprets messages impacts on how they deal with external audiences (they communicate through workforce as well as communications mix)
- Int & ext marketing communications must be integrated. External marketing comms more likely to work if signals of staff reinforce them
- DRIP employees
- During rapid growth, decline, mergers or acquisitions, identity is critical
- Culture isn't static - the stronger it is the more likely it'll pass down through generations, also more difficult to change
- Effective cultural change is a long-term task
- Internal comms has evolved; videoconferencing, podcasts, vodcasts, newsletters, e-bulletins
- Motivators such as staff appearing in ads (Asda, Halifax, B&Q)
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