What is an internal communication strategist? Well, according to the latest UK issue of Cosmopolitan magazine, an internal comms strategist is concerned with cakes, headsets and jargon.
I spotted this article via Natasha Liedl-McDowall, Senior Manager, Organisational Experience at ARM today. She shared it on LinkedIn alongside her views about the piece (disclosure: ARM is a client of mine).
I shared it on Twitter @AllthingsIC and my network certainly has some views. Thank you to everyone who joined the conversation, I’ve tried to include as many Tweets as I can below.
Here it is… (brace yourself):
Is it tongue-in-cheek? I hope so. Should we actually be happy the role is even recognised? Possibly.
But… and here’s the thing… it’s so unhelpful.
We’ve been talking about “professionalising” IC for as long as I can remember. We write, blog, teach, and educate our organisations and peers about the importance of working in a strategic way.
I’ve written 1100 blog posts about internal communication over the past eight years and do not recognise the picture that has been painted of a role I absolutely love.
If the intention of the piece was to feature ‘the best new industries’ then brilliant. Love that.
However, internal communication has been around since people drew on cave walls to communicate. It’s been present in organisations since at least 1840. I of course welcome the idea of publicising what internal communication is all about.
But that’s not what this is.
Further reading: You can read about the history of internal comms via my blog and find out more about The Lowell Offering from 1840 (pictured).
Internal communication as a career choice? Can’t beat it, gets my vote every time. However, will people who are entering the workplace or looking for a change of career read that article and think wow that’s a role for me.
Doubtful.
Disappointing that the point of the feature is to promote new careers to young people – and they’ve made all the roles sound unappealing.
— Institute of IC (@IoICNews) September 6, 2017
I have a sense of humour, but come on Cosmo, it’s 2017. This patronising article does you – and the IC industry – no favours.
Parent company Hearst is currently recruiting for a PR & Communications Manager. It’s a new role and includes internal comms. Brilliant. Let’s hope they have the skills you’ve outlined. Although there’s a distinct lack of cake mentioned…
Irony… Cosmo parent company needs IC help https://t.co/hFkx7jn4Qu (thank you to everyone who just DM me) #busybusyverybusy 🙈
— Rachel Miller (@AllthingsIC) September 6, 2017
Would apply but #busybusyverybusy https://t.co/J7hweHevoJ
— Kate Shaw (@kes1981) September 6, 2017
Ouch. Wonder who does that role for @CosmopolitanUK or their parent co? #laughable
— Jo Twiselton (@Twistcomms) September 6, 2017
I’m going to pick up on some of the points.
Cake
I am clearly doing something wrong. The only cakes I organise are for my children’s birthdays. Yes we all know the power of some branded collateral (cakes included) to accompany a campaign. But to be our WHOLE job?
Here’s how the cake comment went down…
There’s a birthday in the team here today but we’ve been far too busy driving the performance of large businesses forward to really notice!
— Russell Norton (@CommsRuss) September 6, 2017
What sort of JD is that? Doesn’t even mention cake #busybusyverybusy
— Kate Jones (@how_IC_it) September 6, 2017
What?! Glad I’m not doing internal comms for @CosmopolitanUK #busybusyverybusy #bringmecake https://t.co/e2nRs1g99e
— Kirsten (@KirsDix) September 6, 2017
Wow! I’ve only ever organised b’day cake once in my IC career (okay twice!) but I am #busybusyverybusy https://t.co/Im8WMiYgBy
— Advita (@Advita_p) September 6, 2017
I was just a little bit sick in my mouth. And not because of all that damn cake.
— Ross (@rosstarbard) September 6, 2017
@Swindon_Hibee can I have Victoria Sponge when it’s my birthday? 🙂 https://t.co/uHd5ZxO2Fx
— Stephen Carville (@StephenCarville) September 6, 2017
Wow. Thanks for undermining my job @CosmopolitanUK – what a bloody joke. #sparkle #parties #glitter #sodoff https://t.co/Tfz7vQaVRp
— Kate Shaw (@kes1981) September 6, 2017
Been in #internalcomms for 11yrs,can’t bake,time to rethink career? Still am sure the mag has some help on how to keep my man #allisnotlost
— Rebecca Nicholls (@smiley_rn) September 6, 2017
I did once have to get a load of cakes made with our business strategy on it, so I suppose that bit is accurate…
— Simon Monger, CIIC (@SimonMonger) September 6, 2017
Can I get some of that cake? This week has been decidedly cake-free https://t.co/Q9W9NBa8dJ
— Ross (@rosstarbard) September 6, 2017
I’ve worked in IC for 10 years. I’ve never got anyone a birthday cake. Clearly Cosmo has no understanding of the word Strategist. pic.twitter.com/XWje3DNSQ0
— andrew carver (@drew_carver) September 6, 2017
As if any1 @Cosmopolitan eats cake or dinner… At least that stereotype is on point. Headsets? What are we, overbearing wedding planners?
— T J Smith (@TEZofAllTrades) September 6, 2017
Where can I get a job organising birthday cakes & dinners?! 🙈 #busybusyverybusy https://t.co/DDZ4ojFjRQ
— Melissa Timmins (@MTimminsPR) September 6, 2017
I ran out of magic comms sparkle on Tuesday. Awaiting a new shipment.
— Ross (@rosstarbard) September 6, 2017
Wow. As IF I had time to organise birthday cakes!
— Adrian Stirrup 🇪🇺 (@adrianstirrup) September 6, 2017
Internal comms is hugely powerful in organisations, especially during change. That said, a slice (or two) of cake never hurts…! #pr #comms
— Miss Martha M-M ⚡️ (@martha_mckm) September 6, 2017
And the headset…
I’d do a massive 🤦♂️ but it might knock my head set off… 🙄
— Jeremy Petty (@jezpetty) September 6, 2017
*changes twitter bio to busybusyverybusy*
— Kate Jones (@how_IC_it) September 6, 2017
I wear my phone headset so I have both hands free to shred publications like this…..whatever….
— Martin Flegg (@martinflegg) September 6, 2017
If any #internalcomms pros have been too #busybusyverybusy to read this – strap on your headset; it’s a good one! https://t.co/C73GQ15pcX
— Kate Jones (@how_IC_it) September 6, 2017
A bit late to the party as we were busy booking dinner for sat and placing orders for cakes using a hands-free headset #busybusyverybusy https://t.co/lRY4VAUkk9
— CIPR Inside (@ciprinside) September 6, 2017
Such an IC strategist rebel… using headphones or AirPods instead of a headset for client calls #busybusyverybusy https://t.co/jaWC28JET0 pic.twitter.com/dLJy4YAi4e
— Rachel Miller (@AllthingsIC) September 6, 2017
We may have just found our new catchphrase… #busybusyverybusy
Surprised you haven’t got #busybusyverybusy trending yet. Probably too busy organising birthday cakes! 💁🏼😂
— Abbie Sampson (@abbie_sampson) September 6, 2017
Would love to comment but busybusyverybusy !!
— ab (@abthinks) September 6, 2017
You’re probably too busybusyverybusy adjusting your headsets, so just skip to the last four lines of this IC job summary. Excellent advice. https://t.co/SaKjPoxXPn
— Institute of IC (@IoICNews) September 6, 2017
I’m wearing a handsfree headset and eau de busy
— Kate Jones (@how_IC_it) September 6, 2017
What communicators think of the article:
Dear god. It’s like they had a wall covered in buzzwords and threw darts at it.
— jenlucy (@jenlucy) September 6, 2017
Sad to read such a cliche from @CosmopolitanUK . Makes IC sound so trivial. Be right back, just got a call through on my headset… 1/2
— Georgie Bass (@GBassComms) September 6, 2017
@CosmopolitanUK are you stuck in the bloody 80s? Such an annoying comms cliche and makes Comms career choices sound so trivial! #WRONG https://t.co/kyD5cBa9xM
— Georgie Bass (@GBassComms) September 6, 2017
Makes me angry, actually. The same wouldn’t be said about PR. Does IC still have an image problem…? I think so.
— Simon Monger, CIIC (@SimonMonger) September 6, 2017
Hey @CosmopolitanUK, the 80s called – they want their PR cliches back 🤦🏻♀️
— Kate Jones (@how_IC_it) September 6, 2017
Massive facepalm! Sexist, too, and that image is just the cherry on top…
— illy hadjistoyanova (@galnamedilly) September 6, 2017
I’m not sure we should take anything they say seriously Unless it involves a survey on datability or sexual prowess that’s gospel #ItsCosmo
— John Rockley (@JohnRockley) September 6, 2017
Offensive. I wish my job was birthday cakes. Alas, all I do is org restructures, exec changes and corp messaging.
— Mira Sleilati (@MSleilati) September 6, 2017
And how is this helpful to promote equality, trust and respect in any company? A reflection of @CosmopolitanUK internal culture 🤔 really sad
— sigutegu (@sigutegu) September 6, 2017
Yes to all that has been said, but surely a real “strategist” would keep their hands free of actual tasks?
— Stephen Welch (@StephenWelch11) September 6, 2017
Is this for real? It’s a long time since I picked up a copy of @cosmopolitanUK and now I know why.
— Victoria Ford (@torfordy) September 6, 2017
I think you can change your “about me” to “I look like a LinkedIn profile photo at all times” now.
— Shannon (@mrs_oj) September 6, 2017
Makes you wonder what state #internalcomms is in at @HearstUK – but they must have *great* parties 🎂
— Kate Jones (@how_IC_it) September 6, 2017
Condescending much? Totally undermines the complexity of the role. Reminds me of people who ask my team to ‘pretty’ something up… pic.twitter.com/zOd4QsV9Tp
— Claire Bridge (@Claire_Bridge83) September 6, 2017
Very misleading….and disappointing
— Tereza Urbankova (@TerezaUrb) September 6, 2017
We have a lot to do for generate more seniority in public opinion. My surprise is a worldwide challenge, not only here in Latinamerica.
— Sofía Córdoba (@soficono) September 6, 2017
So, what can we learn from all these Tweets, LinkedIn comments and conversations?
I think you can see internal communication practitioners are passionate about what we do for a living. It’s a hackneyed phrase, but apt – just look at the language, humour and protectiveness displayed above.
*clicks on* *sees dolly picture* pic.twitter.com/wlqyFxy1aJ
— Le Atkins 🇧🇧🇯🇲 (@creativekitty) September 6, 2017
Are we taking it all a bit too seriously? Maybe. Some voices of reason here…
If you look at previous issues it’s clear that this column is always written tongue in cheek. TBH it’s good to see IC recognised at all! pic.twitter.com/qydkO0f0lb
— nick andrews (@nickandrews11) September 6, 2017
I get it, but let’s not lose our sense of humor team. It’s not like it’s a serious career guide! You know the value you add…
— Paul McKinlay (@Paul_McK16) September 6, 2017
CIPR Inside has even extended the hand of friendship to Cosmopolitan UK to come to their upcoming IC conference:
We are more than happy to offer a free place to @Cosmopolitan at our conf on 1 Nov – good opp to find out what is really involved in IC!
— CIPR Inside (@ciprinside) September 6, 2017
In all seriousness, internal communicators are a friendly bunch. I’m going to the CIPR Inside conference on 1 November and would be more than happy to have a chat about what life as an internal communication strategist is like.
On balance, I’m glad to see VOICE from the Institute of Internal Communication was mentioned, that was at least accurate. The information about trust and knowing a brand was also not too far off the mark.
If you want to know what life as an internal communicator is like, check out my #questionofcomms series featuring professional communicators from around the globe, including:
- A question of comms: Rachel Miller, Director, All Things IC
- A question of comms: Lou Robinson, Global Internal Comms Lead, Costa
- A question of comms: Sara Luker, EMEA Content Manager, eBay
- A question of comms: Gary Vyse, PR & Engagement Lead at Alternative Futures Group
- A question of comms: Helen Deverell, Director, Helen Deverell Communications
- A question of comms: Katy Gibbins, Head of Internal Communications and Engagement, Department for Culture Media and Sport
- A question of comms: Shona Sullivan, Communications and Engagement Executive, Capita BBC Audience Services
- A question of comms: Keith Lewis, UK Social Business and Channels Manager for Zurich Insurance
- A question of comms: Kerry Sheehan, Head of Communications at North East London NHS Foundation Trust
- A question of comms: Steven Murgatroyd, Communications and Engagement at River Island.
Further reading: Want to know more? Read my eight myths of internal communication article to decipher some misconceptions about IC. I have 21 drafted and should perhaps extend that list following the Cosmo piece…
Response from Cosmo
7 September 2017 update: PRWeek has just published an article about the Cosmo piece:
‘Horrendous’ – internal comms pros bristle at ‘abysmal’ portrayal in Cosmopolitan: https://t.co/HrQCbrjDPm #pr #comms @AllthingsIC pic.twitter.com/7J7QBvWYP1
— PRWeek UK (@prweekuknews) September 7, 2017
It includes a comment from Cosmopolitan editor-in-chief Farrah Storr who told PRWeek: “Of course Cosmopolitan does not believe this is a fair representation of internal comms strategists.
“It is a light-hearted, tongue-in-cheek piece which gently pokes fun at a number of professions and was in no way intended to cause any offence. We work with lots of brilliant comms professionals all the time and have the utmost respect for the profession.”
Thank you Farrah. Good to hear directly from the source regarding the intended purpose. Thanks PRWeek for highlighting the story and getting the answer.
Learn about internal communication
If you want to learn about internal communication, then you’re welcome to attend one of my All Things IC Masterclasses.
You can even save 20% at the moment through my Septembersaver deal…
Upcoming Masterclasses to choose from:
- Change Communication, 27 September
- Writing Skills, 18 October
- Internal Communication, 22 November
- Strategic Internal Communication, 13 December 2017.
My monthly training courses take place in Covent Garden, London. If you’re a CIPR or IoIC member, you can earn CPD points/hours by attending. See the Masterclasses website for full information and to save your place.
Right, I’m obviously #busybusyverybusy so am off to put on my headset and organise some cake.
Thank you for stopping by,
Rachel
Post author: Rachel Miller
First published on the All Things IC blog 6 September 2017. Updated 7 September.
Luckily I don’t read Cosmopolitan anyway, but now that I’ve seen it I’m still really disappointed. My job is tiring. It’s political and stressful and I’m often dealing with acquisitions, change programmes (including redundancies), gender pay gap communications, leadership coaching along with the day job of newsletters, intranets, Apps, benefits and so much more. Thankfully this is just a naive journalist’s little article but it does highlight the lack of awareness and respect for one of the toughest jobs in most companies. Hey ho, I can’t complain for too much longer… I have a cake in the oven I need to check on!
Thank you for your comment Philippa. It’s certainly provoked quite a response in the comms community. Am pleased to see Cosmo has responded and hear what their intentions were.
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