Digital internal communication strategy: Using a matrix approach

Digital transformation (DT) has radically changed organisations in the last few decades. Digital technologies influence internal communication (IC) and how people collaborate in organisational contexts. The line between internal and external communication is blurred, and any internal information can find its way easily to external stakeholders, particularly using digital technologies. Through DT, IC developed into digital internal communication (DIC). As a strategic management function, DIC helps organisations achieve their strategic goals. This conceptual study illustrates the multidimensional perspective of DIC defined and applied in the context of strategic communication. The paper contributes to the strategic communication literature by offering a matrix comprising technical (digital channels and platforms, digital policy, and artificial intelligence) and social (digital strategic leadership, digital strategic capability development, digital culture, and digital collaboration) DIC elements. These elements are interrelated across all communication levels. Such a socio-technical interplay contributes to organisational learning and trust-building as the bedrock of organisational sustainability and success. The proposed matrix can serve senior leadership and communication professionals as a practical tool to support organisations in reaching greater good by developing their own DIC initiatives and elaborating an organisation-specific DIC strategy.