In a recent series of #CommsChat sessions, communicators discussed the differences between private, public and third sector comms. Industry Voices will tackle the same sectors from the perspective of the internal communicator.

This month, we asked ‘What makes internal comms in the private sector unique? What makes it challenging?’

Tanya Burak, group internal communications manager, digital communication & marketing, Savills 

Internal communications programmes, and professionals, should always align to the culture and goals of the businesses in which they operate. The biggest challenge in a professional services firm is establishing yourself as a trusted professional. Being surrounded by experts in their fields, you also need to be an expert. Staying on top of external trends, competitors and technology, as well as the strategies and goals of your business is essential and rewarding, as it enables you to be less of a ‘channel manager’ to become a ‘trusted advisor.’

Nick Terry, MD, Top Banana

While public sector employees may not generally be as well rewarded financially as those who work in private companies, their driving force is often a belief that they are working towards the greater good. It is often easier to engage people around this kind of higher moral purpose than around a commercial imperative.

In the private sector, employees know the company they work for is in it primarily to make money. Helping them recognise that this profit-oriented organisation can also be working towards making the world a better place in some way (however small), can be hard when the commercial goal is always front of mind.

On the plus side – private companies have the freedom to communicate in ways that may not be appropriate for a body which is answerable to the public. This ability to be bold can sometimes allow the IC professional much greater scope for creativity.

Lisa Pantelli, director, People Lab

Having worked with organisations on both sides, I would suggest that it is the ability to flex and adapt quickly which makes it unique. It would be obvious to say that it is the level of and access to resourcing is more favourable and is what makes it unique, but I don’t think this is the case. The gap in this sense has closed considerably, particularly since the last recession.

Of course, the ability to adapt largely depends on the culture of the organisation, but can they flex and change quicker than those in the public sector? Most likely. As for its challenges, it’s important to consider that not everyone is commercially-minded. While profits and budgets matter to some, not everyone is driven by the same motivation so internal communications teams should ensure that they’ve taken the time to understand what drives their employees and create programmes which relate on a number of levels.

@cleverclogcomms Keeping up with such a fast pace, different generations in the workforce and communication culture implications.

@cleverclogcomms It’s impossible to keep up with external comms behaviours. Implementing “social” internally is way more of a hard sell.

@Susanne041120 Times are changing and #internalcomms is becoming a trusted advisor and is a pivotal player to delivering on strategy.

@shaunhman Internal brand awareness through the exchange of effective #comms ensures everyone is working towards the same goal.

@sayr123 Ever battled with brand though? Sometimes IC can help keep things real or trust goes.

@AllthingsIC Question should be does communication get proper representation/investment/focus at board level. It’s not about a function