The Evolving Roles of Internal and External Communications
New technologies and AI tools have been bringing myriad changes to the workplace, including impacting the functions and perceptions of communications roles. This new era is seeing a shift in the traditional delineation between internal and external communications as well as the emergence of new AI strategy-focused roles. In some spaces it’s also raised the perceived value of effective communications. In February, Fortune reported on the high-salaried communications job openings at Anthropic and Open AI, as companies place a real value on the need for effective messaging around AI. So, how have communications sectors typically worked and how are they changing?
Internal Communications
Teams focused on internal communications determine how information is shared within an organization, often partnering with other internal teams, including HR and executive teams. This work often includes communicating company priorities and policies, organizational and staff changes, and reinforcing messaging around company culture.
External Communications
The information and messaging that flows outside of an organization is guided by those working on external communications. That can include press releases, public announcements, and traditional and social media visibility.
Organizations may draw a dividing line between who owns internal and external messaging, however, as Erin Miller, Vice President of Corporate Communications at Yahoo, explains, “The most effective communication strategies are going to treat them as being deeply connected.”
In this AI-forward era, that connection becomes increasingly important. As channels coalesce, the imperative is for messaging consistency. Companies need cohesive narratives, especially on platforms like LinkedIn, where the internal and external meet.
“We think of our employees as ambassadors,” Miller says, “What they believe about a company often shapes what the outside world hears.”
AI-focused strategies
As AI tools have begun to reshape how people work, and accelerate the production of content, strategic and clear messages that cut through the noise become even more valuable — affecting both internal and external communications. It’s put a premium on “storytellers,” communicators who can develop compelling messaging for a variety of channels and formats, and who can fuel business growth. “I think
it’s a positive signal,” Miller says, “It’s important to have folks that really understand the business strategy, how to how to manage a crisis, and tell that story.” The AI shift has also impacted how workers prepare to use the new tools. According to BCG, 88% of Corporate Affairs and Communications leaders don’t feel equipped to take the lead on bringing in AI tools for their teams. Some companies have created new AI operations role functions to address its deployment.
“I think it’s important that communicators today understand how to use AI as a tool to scale their work but also know how to defend it as a risk,” Miller says.
As new technologies drive rapid change, organizational structures and the division between internal and external may evolve, but certain skills will always be in high demand.
“What’s always been true of comms is being able to be a strategic thinker and understanding media and relationships are always going to be critical,” Miller says.
Written by Nicole Beckley
