From crisis comms to culture architects:
the new IC role

Lee Smith

Minutes
5th September 2025
People-First Internal Comms
Human centred
Workplace experience
Culture
The best internal communicators today aren’t just sharing updates. They’re redesigning experiences — and this shift is your opportunity to lead.

For years, internal communication was seen as the corporate megaphone. We kept people informed, managed messages, and, when crisis struck, became the emergency responders.

The pandemic flipped that script. Almost overnight, communicators were thrust into boardrooms, shaping decisions, supporting wellbeing, and helping leaders navigate uncertainty. We weren’t just passing on information — we were holding organisations together. Now, with AI rewriting the rulebook again, another shift is underway. The content-production side of IC — drafting, editing, distributing — is being automated faster than we imagined.

If your value is measured only in polished copy or smooth campaigns, the ground beneath you is already moving.

So, what’s next?
From channels to culture
The future of IC isn’t about managing channels. It’s about shaping culture. That means:

  • Designing experiences that bring strategy to life.
  • Creating moments that strengthen trust, belonging, and purpose.
  • Guiding leaders and managers to communicate in human ways that actually stick.

The communicators who thrive tomorrow will be those who step beyond the newsletter or the town hall and start shaping the very fabric of how people experience work.

From reactive to intentional
If you’ve ever felt stuck in a cycle of chasing approvals, firefighting rumours, or pushing out updates nobody reads — this is your signal to shift. The opportunity is to move from reactive output to intentional design:

  • What do we want people to feel, believe, and do?
  • How do our communication moments support that?
  • Where are we removing friction and making it easier for people to succeed?

This is the work of a culture architect and it’s the focus of our upcoming Kogan Page book, People-First Internal Communication.

Why it matters now
Employees expect more. They want clarity, transparency, and experiences that feel as seamless as the apps they use every day. Leaders need guidance, not just decks. And AI is forcing all of us to double down on the one thing it can’t replace: human connection.

Internal comms is no longer the safety net in times of crisis. Done right, it’s the scaffolding that supports trust, growth, and performance.

Your move

The pandemic showed what happens when communicators step up. AI is showing what happens when we don’t.

The question is: are you ready to stop being the corporate messenger — and start becoming the culture architect your organisation needs?

👉 Join us in the People-First IC movement and be part of the community that’s reimagining the future of internal communication. Together, we can build workplaces where people thrive — and where communicators lead with impact.