Internal Communication: An Assessment from Senior Management

Internal communication (IC) is increasingly vital in organizations for aligning teams, strengthening culture, and navigating change. This study explores IC's strategic contributions, key elements for achieving objectives, and future challenges.
A qualitative methodology was used with a longitudinal LQL design, structured in two consecutive measurements carried out between May and December 2022, and February and June 2024. Data collection involved semi-structured interviews with management, conducted in person or via videoconference, with the aim of capturing changes in their narratives and assessments.
Purposive sampling (was used with a total of 24 participants (n1=11 in 2022 and n2=13 in 2024), mainly CEOs, from diverse sectors. The sample was diverse in age and gender: 83.3% were men and 16.7% were women, with a predominance of the 41-50 age group (41.7%), followed by the 51-60 age group (37.5%). Regarding positions, general directors (54.2%) and CEOs (20.8%) predominated, followed by other profiles such as managers (see sample details in the Appendix).
The instrument used was an interview guide, revised in each edition to incorporate emerging issues. The guide was structured into two sections: one focused on the role of IC within organizations, and the other on its impact on organizational culture and dynamics, including the role of senior management in its activation and management.