WHITEPAPERS
The changing role of internal communications in corporate communications
About this Whitepaper
At a time of tumultuous change and uncertainty, it pays to take stock. To look at how work and the working environment is being utterly transformed, and with it the role of internal communicators.
What exactly is our role now and what should it be? What’s changing and what needs to change?
And when we ourselves can contribute to and control the change agenda, why are too many of us holding back waiting for direction from someone else?
These are just some of the questions we address in our new white paper, The Changing Role of Internal Communications in Corporate Communications, written by Katie Marlow, founder and CEO of Little Bird Communication.
She has drawn upon extensive international research, and incorporates insights from some of the world’s most respected voices in internal communications to assess the challenges facing IC, and how to overcome them to cement the function’s position as a critical business driver.
Katie explores the changing role of IC in the context of the current changing work environment and where we’ve come from as an industry, the evolving expectations of what we do, how we need to focus less on tactics and outputs, and more on strategy and outcomes. How we need to shift from being the reactive order taker to proactive trusted advisor.
Author
Katie Marlow
Director and Communication Lead
Related content
Over the past two decades, campus communication has shifted from posters and email blasts to a complex web of comms channels that are accessible to students, faculty, and visitors throughout their days. The modern university is both physical and digital, and the speed of communication must meet the needs of a digitally-native generation. In this environment, digital signage has moved from a nice-to-have to a strategic medium—visible, immediate, and flexible—one that connects a dispersed campus. This whitepaper explores how institutions are using digital signage to communicate smarter and faster, and how to build a program that is easy to operate, simple to scale, and resilient in the moments that matter most. Drawing on Poppulo’s expertise in digital signage for college campuses, we’ll share how leading universities are centralizing digital signage management, empowering multiple departments, and using data and design to make every message count. Keep reading to learn how top universities are leveraging digital signage to create more connected, informed, and vibrant campus communities, setting new standards for communication in higher education.
Dive a little deeper into AI for digital signage and learn what the future holds for these two technologies. Across the enterprise, AI is no longer a distant vision—it’s quickly becoming a practical tool reshaping how organizations work, connect, and communicate. From automating workflows to personalizing customer experiences, AI is changing the way information flows, both inside and outside of businesses. For digital signage network owners, this shift presents both an opportunity and a challenge. How do we move from simply broadcasting content to delivering communication that’s adaptive, intelligent, and responsive in real time? How do we take advantage of AI in ways that make networks easier to manage, more engaging for audiences, and more valuable to the business? This shift is something most businesses are currently navigating, but they don’t have to figure it all out on their own. Poppulo is here to help demystify the technology and provide insight into how AI will shape the future of digital signage.
Without the right platform and capabilities, managing a growing digital signage network can be complex and time-consuming. Device downtime and inconsistent content playback can take time and resources away from the experiences you want to deliver. Additionally, reporting gaps, or otherwise tedious and manual reporting tools make it harder to determine what is working and what isn’t, which is a huge barrier to ensuring your digital signage network is contributing to your organization’s goals. In this session, we’ll share practical guidance on how AI-driven tools, like Poppulo’s Analyze Agent can help digital signage teams: Keep devices healthy and running smoothly Ensure content plays correctly across every screen Strengthen governance and oversight You’ll leave with a clear understanding of how AI can simplify network management, save time, and maximize the impact of your digital signage.