Internal communication is transforming Africa at a time when inboxes are full, and employee expectations continue to soar. The Institute for Internal Communication Africa, in partnership with Publicis Groupe Africa, has produced a timely whitepaper that attempts to understand the changing position and roles of internal communications across the continent.

Why Internal Comms Matter

Communications experts make a strong case for how internal communication can no longer be seen as mere icing on the cake. Instead, it is a strategic function that influences culture, organisational performance, and the ability to withstand stress. As companies are increasingly pushed to retain talent, keep people engaged, maintain a positive culture, and foster transparency, the spotlight has shifted internally along the lines of how we communicate with, support, and inspire our teams.

65% say their role isn’t understood

According to the report, 65% of comms professionals feel their roles are not understood within the organisation. This underscores a significant disconnect beyond just semantics and represents a structural disconnect within organisations. 

“There is work to be done in demonstrating the effectiveness of internal comms functions to elevate the role, as well as to position internal comms teams as strategic advisers, not simply ‘the ones who send out emails on our behalf.” — Samantha Page, Senior Content Officer, Machine_ (Publicis Groupe Africa)

From Broadcast to Dialogue

The report underscored main takeaway is shifting away from top-down messaging to creating two-way communication. Using internal comms to disseminate policy change notice is an outdated practice. Today, employees are looking for genuine engagement tailored to them; they want to hear their voice, too.

The experts in the whitepaper emphasise that communication must meet people where they are, not just in a geographical sense, but emotionally and mentally. In an information overload age, internal communication must act as the “signal, ” not the “noise.” This implies making purposeful, appealing, and useful content to colleagues.

The Data Behind the Dialogue

In its recent survey, IFICA presents both challenges and opportunities. Many organisations have yet to grasp the tools and metrics for the impact of internal communication. The benchmark study presented in the report offers a gateway for starting points for how internal comms are measured and improved across different industries.

The findings also point toward the intricacies of communication within culturally diverse teams, balancing global standards with local relevance, transparency, and clarity.

Make It Matter: A Strategic Shift Toward People-First Communication

The report does not stand as merely a snapshot of current trends. Rather, it is a call to action for leadership and communication professionals. Whether you operate an NGO, a multinational, or a tech startup, your internal communications strategy may be the most powerful tool for building its culture.

Show Up Communications stands for strategic storytelling, whether externally or internally. As proved by this report, when done right, internal comms can truly become a catalyst for change within organisations.

Read the report here: IFICA Report

The Institute for Internal Communication Africa, or IFICA, is a professional organisation developing internal communication throughout Africa. IFICA was launched as a result of the growing necessity for quality and innovative internal communication in various organisations. The institute provides a unique platform for networking between internal communication practitioners while promoting the sharing of best practices and driving excellence in Africa’s private and public sectors.