Perspectives and Challenges of Internal Communication: Insights from Senior Management

Internal communication (IC) has become increasingly vital for aligning teams, strengthening organizational culture, and navigating change. This study explores the strategic contributions of IC, the elements required to achieve its objectives, and the challenges it faces moving forward. The analysis draws on a qualitative longitudinal trend study based on semi-structured interviews with senior managers in Spain, conducted in 2022 (n = 11) and 2024 (n = 13). The findings identify IC as a critical tool in scenarios involving cohesion, change management, talent engagement, and employee well-being. They also reveal a shift toward more digitalized, two-way forms of communication, consistent with evolving organizational models. Senior leaders emphasize IC’s role in supporting transformation, legitimizing leadership, and fostering organizational unity. The study highlights the need to professionalize IC, integrate it into strategic decision-making, and reinforce its capacity to support adaptation in complex environments.