Media consultancy Speak Media revealed that in-house communicators are motivated more by personal pride in the content created by their brands than by their business’ reputation’s or the work’s impact.

The survey asked around 500 senior in-house comms coordinators to rate a series of statements they might be thinking about when planning and creating content for corporate and internal communications. “Creating content that I am proud of” ranked the highest, with 186 points out of 200 compared to more functional objectives of the communications role, including serving existing audiences and engaging new ones.

“When going into any major content campaign, most in-house communications leaders will have a very clear idea of the measurable objectives they will want to achieve. However, it remains the case that an indefinable feeling of pride is still a huge internal motivator and method of measuring the strength of content, be it a single piece of content or an entire multi-platform campaign,” says George Theohari, head of content at Speak Media.

Survey respondents also added that leveraging owned media and developing a clear strategy for communications were key onsiderations.

The lowest scoring statement was “I want to raise the profile of me and my team.”