At one time, internal communication was considered a backwater in the communication world. Its role was often to
make employees feel good. Michael (1995) states that in the past management seldom revealed its plans to
employees because they did not have necessarily to know but in today’s changing business environment, employee
communication function is compelling organizations to take a serious look at communicating with employees. The
challenge for an internal communicator is to convince top management that employees need to know the
organizational plans, objectives and outcomes. This helps top management to communicate its goals effectively
and employees strive for alignment to maximize effective management. In the nutshell, in this new era of
globalization, organizations are beginning to realize that employee communication is no longer “nice to do”, it is
critical to succeed (Michael, 1995).