A People-First future for internal communication ...and the research to back it up

I’ve just been reading the new Valuing Internal Communication report from the Internal Communication Research Hub — and honestly, it’s one of the most important pieces of research our profession has seen in years.

It shows, with robust evidence, what many of us have felt instinctively for a long time: that the true value of internal communication doesn’t come from messages or metrics, but from connection, belonging and meaning.

It marks a shift from the “communication as output” mindset to something far more human — where we create experiences, not just content.

That’s exactly the transition Emma Bridger and I explore in our upcoming book, People-First Internal Communication. A move from expert to enabler, from broadcast to dialogue, from content to experience.

What really struck me reading the report was how closely its PACEC model (Performance, Alignment, Culture, Engagement, Change) aligns with the six human superpowers we talk about in the book:

💛 Empathy – sensing and understanding others
💡 Curiosity – asking better questions
🌱 Resilience – thriving amid change
🎨 Creativity – designing new possibilities
🤝 Influence – building trust and shaping action
🦁 Courage – challenging with integrity

The research provides the proof. People-First IC provides the path.

We’re not in the content business anymore — we’re in the human experience business.

Congratulations to Dr Kevin Ruck and Jenni Field for spearheading this important study. Link in comments.