Delphi study 1: key findings

The Delphi study of internal communications is becoming more widely recognised across the European business community and is increasing in importance. Strategy features at the top of the task list for today’s business communicators – and technology is set to dominate the field in the future.

•  “Internal communications is a profession dominated by women…"

•  "64% have internal communications plans; just 50% have crisis plans in place."

These are some of the findings from the results of the first Delphi study, carried out by FEIEA in conjunction with the University of Salzburg. Data was gathered from communications professionals in eight FEIEA member countries: Austria, Belgium, Denmark, Germany, Great Britain, Portugal, Slovenia, and Sweden. Questionnaires were completed across the FEIEA membership, and in-depth interviews were conducted with a hand-picked selection of communications experts from each country. Findings from existing published media, surveys and statistics were also taken into account.

“This study is not only meant to reflect the present situation of internal communications," commented Dr Carola Wamser, of Salzburg University’s Department of Communication. “It is also to be understood and used as an actively shaping element in the development of internal communications in Europe in the future."


Questions tackled by the research include:

•  Is the declaration of belief in the importance of internal communications only paying lip-service?

•  How bright will the future of internal communication in Europe be in day-to-day practice?

•  How useful or even necessary will it be in our ever more competitive world of business in reality?

•  How is it integrated into organisations?

•  Which tasks does IC have to fulfil?

•  What are the key communication instruments needed in modern business?

•  How can standards for communication be set and measured?

•  How can IC meet the expectations of CEOs and who is going to meet them?

Here is a brief summary of some of the results:

1. Internal communications must
•  be two-way
•  keep employees aware of the company’s mission
•  inform employees
•  promote a sense of involvement and satisfaction
•  make ambassadors out of employees
•  be a service provider.

2. Current and future status of internal communications
•  85% of those surveyed said that internal communications is perceived as a success factor in their organisations.
•  Status is rising in company hierarchies, from senior management level to CEO level.
•  All believe it will become even more important.
•  But no extra money is being allocated to fund it.

3. Trends and planning
•  Most internal communications are still top-down.
•  85% of those surveyed have a corporate philosophy, 70% have it written down and just 66% live it.
•  64% have internal communications plans; just 50% have crisis plans in place.

4. Communication tools
•  The indisputable leader is the employee newspaper or newsletter.
•  Favourite electronic media are e-mail and the intranet.
•  New information technologies are growing in importance and popularity, and advantages are seen as far outweighing the disadvantages.

5. Who are today’s business communicators?
•  Internal communications is a profession dominated by women.
•  Many employers say that training is not necessary for communicators.
•  Outsourcing is in and the importance of agencies is set to increase.