Cover -- Copyright -- Contents -- About the author -- About the editor -- Preface -- Acknowledgements -- Introduction -- Part 1 Setting the Scene -- Chapter 1 What is internal communication? -- THE HISTORY -- TECHNOLOGY ADDED -- WHERE IT SITS IN THE ORGANIZATION -- Chapter 2 What does it take to be an internal communicator? -- WHERE TO NOW FOR THE INTERNAL COMMUNICATOR? -- HOW OTHERS SEE IT -- Chapter 3 Your audience - who are they? -- FRONT-LINE STAFF -- SUPERVISORS/LINE MANAGERS -- SENIOR MANAGEMENT/MIDDLE MANAGEMENT -- BOARD/DIRECTOR -- VOLUNTARY SECTOR - TRUSTEES, VOLUNTEERS, MEMBERS -- AT ONE REMOVE -- CREATIVES AND SPECIALISTS -- DIVERSITY -- SEGMENTATION - THE WAY AHEAD -- Chapter 4 Theories into practice -- THE FOUR CULTURES OF THE ORGANIZATION -- PROCESS THIS WAY OR GIVE US A SIGN -- GOLDEN OLDIE REVISITED -- SEMIOTICS - READING THE SIGNS -- FOCUS ON THE MASS OR THE INDIVIDUAL -- THE INDIVIDUAL REVISITED -- SHALL WE DANCE? THE COOPERATIVE MODEL -- COMPUTER-MEDIATED COMMUNICATION AND THE IMPLICATIONS -- Chapter 5 Managing internal communication in-house -- THE BUSINESS CASE -- WHO DOES IT -- HOW INTERNAL COMMUNICATION IS REWARDED -- SO, HUMAN RESOURCES OR PUBLIC RELATIONS? -- CENTRALIZED OR DECENTRALIZED -- Chapter 6 Outsourcing the internal communications function -- THE BUSINESS CASE -- WHAT CONSULTANCIES CAN OFFER -- REASONS TO BE CAUTIOUS -- GETTING THE BEST FROM YOUR CONSULTANCY -- Chapter 7 How the legal framework fits in -- GENERAL COMMUNICATION MINEFIELDS -- IN THE WORKPLACE ITSELF -- Chapter 8 The channels, vehicles and activities -- WHAT IS THE MESSAGE? -- FACE TO FACE - ONE TO ONE -- FACE TO FACE - EN MASSE -- PRINT -- BROADCAST AND AUDIO-VISUAL -- INTERNET DRIVEN -- CORPORATE GLUE - GAMES, ETC -- EVENTS -- ENVIRONMENT -- CORPORATE SOCIAL RESPONSIBILITY -- Chapter 9 Who uses which media for what -- THE MANAGER'S PERSPECTIVE.

TOP DOWN - BUT WHAT ABOUT THE WORKERS? -- ENSURING SOMEONE IS LISTENING -- UNBLOCKING THE BLOCKAGES -- MEDIA OR SYMBOL? -- THE INVISIBLE WEB -- Chapter 10 The receiving end -- STAFF PERCEPTIONS -- IS THERE ANYBODY THERE? -- INVOLVEMENT THE KEY -- LAST ON THE BANDWAGON? -- GIVE THEM WHAT THEY NEED TO DO THE JOB -- THE IN-HOUSE LANGUAGE -- UPWARDS COMMUNICATION -- CONCLUSIONS TO BE DRAWN -- Chapter 11 Communicating with special groups -- TAPPING INTO CULTURAL DIVERSITY -- THE DIFFERENTLY ABLED -- AGE, GENDER AND SEXUAL ORIENTATION -- WORKING FROM HOME OR OUT ON THE ROAD -- THE UNPAID HEROES -- MICRO-ORGANIZATIONS -- CONCLUSIONS -- Chaper 12 The globally dispersed workforce -- THE CONSULTANCY APPROACH -- THINGS TO THINK ABOUT - PAN-EMEA AND BEYOND -- Part 2 Getting it Right - Practical Application -- Chapter 13 How to do it - setting about communication -- WHAT YOUR PEOPLE WANT TO HEAR -- Chapter 14 We can all talk can't we? Face to face -- LISTENING IN ON EASY CONVERSATION -- HOW OTHERS DO IT -- OVERCOMING PRESENTATION SICKNESS -- Chapter 15 Leading from the middle -- ACCENTUATE THE POSITIVE -- MOVING IT ON -- SO WHAT MAKES THE MIDDLE SPECIAL? -- Chapter 16 The creative aspects - writing, editing and designing it yourself -- CAPTURING THE SPARK -- SPARKING IDEAS TOGETHER -- SEXING UP THE MISSION STATEMENT -- THINK VISUALLY -- BACK TO THE WRITTEN WORD -- MANAGING THE EDITORIAL PANEL -- IT'S THE OVERALL LOOK THAT COUNTS -- WHAT TO PUT IN -- THE ANNUAL REPORT -- Chapter 17 Publishing the printed word - the logistical aspects -- USING THE PROFESSIONAL TYPESETTER AND PRINTER -- DEPLOYING COLOUR AND TYPEFACE -- PAGINATION AND OTHER WEIGHTY ISSUES -- Chapter 18 Broadcast - do it yourself or call in the experts? -- CELEBRITIES - HOME GROWN OR REAL? -- WORKING WITH THE PROFESSIONALS -- Chapter 19 Managing change -- NETWORKS -- INTEGRATED COMMUNICATION.

Chapter 20 Communicating in a crisis -- SO WHAT GOES WRONG? -- ON THE DAY ITSELF -- Chapter 21 Signposting the ether -- E-MAIL - GETTING IT RIGHT -- E-MAIL - GETTING IT WRONG -- TEXTING - BOTH PRO AND CON -- WINDING UP THE INTRANET -- WRITING ONLINE -- GETTING THE CONTENT RIGHT ONLINE -- INTRANET OF RECORD -- Chapter 22 They go it alone - online -- WORKING WITH SOCIAL MEDIA -- HOW WIDESPREAD IS SOCIAL MEDIA? -- WHAT CAN SOCIAL MEDIA ADD? -- Chapter 23 How to measure success -- BENCHMARKING -- SURVEYS -- AUDITS -- OTHER WAYS IN -- TAKING THE MEASURE OF NEW MEDIA -- LOOKING BACK AND ONWARDS -- Chapter 24 How to make it happen - gone shopping! -- STARTING FROM SCRATCH -- WHERE TO LOOK -- PREPARING THE BRIEF -- INTERVIEWING LIKELY CONTENDERS -- SO WHAT NEXT? -- WORKING WITH SUPPLIERS -- Chapter 25 Internal communications - the future -- IMPLICATIONS FOR THE INTERNAL COMMUNICATOR -- Appendix 1 Internal communications knowledge and skills -- Appendix 2 Communications in the public sector - -- Appendix 3 Setting up an internal communications function - things -- Appendix 4 Useful addresses -- References -- Further reading -- Index.