60% of companies’ internal communications (IC) teams have stayed the same or increased in size during the recession according to a report from VMA Selection, specialist recruitment consultancy for PR, corporate communications and investor relations.

In addition, there is increasing support for the profession by CEOs, with 68% of respondents stating their senior executive teams are either supportive or key advocates. This is up 12% on 2008 figures.

Significantly, the report also reveals a change in reporting lines. More heads of IC are now reporting directly to the CEO and into heads of marketing instead of reporting into heads of communication. However, 75% of respondents said they regularly have to explain what they do, suggesting that the ‘public’ perception of the IC profession hasn’t changed in the last two years.

According to Helen Farrar, head of internal communications at Virgin Media, “The amount of change that went on during the recession has forced CEOs to motivate and engage key employees in a way that they’ve never had to before. This has provided the platform for a big ‘powerplay’ for internal communication. We’ve had to be more creative due to tightened budgets.”

Charlotte Butler, author of the report and associate director at VMA Group commented, “It’s encouraging that influencing skills and business acumen are now being recognised as crucial to the effectiveness of Internal Communication Professionals. This goes hand-in-hand with the ability to coach senior leaders.”

Nick Green, director of internal communications at BSkyB commented, “Internal Communications as a profession has got to stop navel gazing. For example, it’s not important where the function reports to – HR, Corporate Comms, Marketing. What’s important is that the discipline has credibility throughout the organisation. We need to be business people first, it’s our license to trade. The nitty gritty ‘communication tools’ and techniques simply back that up.”

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