INTERNAL COMMUNICATION KNOWLEDGE & SKILLS MATRIX
GENERIC - BUSINESS & MANAGEMENT SPECIALIST - CORPORATE & INTERNAL COMMUNICATION
Knowledge Skills Knowledge Skills Direct experience
BAND 1 – Entry level (six to 12 months)
Entry level practitioner (degree level). Learning core skills and acquiring basic knowledge in the wider context of communications and management.
Basics of management Time management What is IC? The fundamentals of writing & Working as an assistant or
theory and practice Meeting practices The politics of communication editing – proof reading, junior team member.
relevant to their sector Team working (where it fits in the grammar, style, use of plain Supporting colleagues in the
Legal issues – health & Networking organisation, etc) English, etc. delivery of communication
safety legislation, etc. Desk research Planning basics – audience, Working with clients (int or campaigns.
Interpersonal messages, media, etc ext) and suppliers Exposure to a variety of
communication Photography & design basics channels & techniques.
Basic news and feature
writing for a variety of
channels
INTERNAL COMMUNICATION KNOWLEDGE & SKILLS MATRIX
GENERIC - BUSINESS & MANAGEMENT SPECIALIST - CORPORATE & INTERNAL COMMUNICATION
Knowledge Skills Knowledge Skills Direct experience
BAND 2 – 12 months to 2/3 Years
Becoming effective as a practitioner, growing the skills set and deepening their understanding of business/management and internal comms.
Finance for non-financial Negotiation skills How to plan simple internal Writing and sub-editing for Regular writing and sub-
managers Assertiveness communications newsletters, and intranet editing for a variety of
The management agenda Interpersonal skills (eg, programmes (including news and formats/Media
(EFQM, IIP, etc) consulting techniques) The role & benefits of face to features) Managing a range of internal
Communication & Presentation techniques face communication Interviewing for publication IC channels (some for
leadership – communication Basic project Awareness of wider and research projects – others as a
competencies, the role of management communications disciplines Sub-editing colleagues work continuous responsibility)
leaders, etc. Budget setting & control (PR, marcoms, etc) Planning simple Conducting small scale
Knowledge and programmes/campaigns qualitative and quantitative
understanding of relevant (including audience research projects
professional codes of segmentation) Developing simple
practice Providing tactical advice to campaigns to defined
The relationship between managers on objectives
HR, Internal Communication communications practice Working with colleagues on
and Marketing in relevant Conducting limited scope HR issues
sector research projects Working with colleagues
The role of research and Simple facilitation skills for from corporate
measurement in internal research and planning communications or
communications practice meetings marketing backgrounds
The law as it relates to Developing personal Organising and running a
internal communications networks range of events including
disciplines Organising and running conferences, road shows
A grasp of psychology in the events and conferences and workshops
workplace Visual identity and brand
How to select and evaluate management
different IC media
How IC links to business
strategy
INTERNAL COMMUNICATION KNOWLEDGE & SKILLS MATRIX
GENERIC - BUSINESS & MANAGEMENT SPECIALIST - CORPORATE & INTERNAL COMMUNICATION
Knowledge Skills Knowledge Skills Direct experience
BAND 3 – Manager or Supervisor with at least Two to Three years post graduate experience
Moving from learning core skills to becoming effective as a manager and as an advisor to other leaders
Financial & strategic Delegation & supervision Mastery of management theory Specifying and managing • Developing new or existing
planning Managing conflict and practice relevant to their suppliers including communication channels
Branding Influencing skills sector negotiations and account • Delivering complex projects
HR resource management Managing a budget How to plan complex internal management • Managing external suppliers
Facilitation skills communications programmes Maintaining internal networks (designers, AV and
Good practice in people Coaching and leading small consultants)
management and budgeting teams • Commissioning and reviewing
Knowledge and understanding Coaching managers on their qualitative and quantitative
of relevant professional codes communications programmes research projects
of practice Speech writing • Developing communication
Law and how it relates to Improving organisational campaigns to meet defined
people management and communication flow – objectives
communications development of e-mail • Being involved in
Evaluation of Internal guidelines, policies, etc multidisciplinary project teams
Communications good practice Developing and delivering • Working in an environment
Organisation culture & change complex projects where a number of cultures
management Planning and Managing need to be managed
Risk & incident management – detailed research projects
• Working with colleagues from
the role of internal comms. Developed facilitation skills for
corporate communications or
research and planning
marketing backgrounds
meetings
• Working on projects at a time
Supporting change projects
of crisis or rapid change
Alignment of internal and
external communications • Planning a long-term
programmes communications programme
for a large organisation
• Experience delivering
programmes concerning:
o Brands
o Values and
INTERNAL COMMUNICATION KNOWLEDGE & SKILLS MATRIX
GENERIC - BUSINESS & MANAGEMENT SPECIALIST - CORPORATE & INTERNAL COMMUNICATION
Knowledge Skills Knowledge Skills Direct experience
behaviours
o Restructuring
o Cultural change
INTERNAL COMMUNICATION KNOWLEDGE & SKILLS MATRIX
GENERIC - BUSINESS & MANAGEMENT SPECIALIST - CORPORATE & INTERNAL COMMUNICATION
Knowledge Skills Knowledge Skills Direct experience
BAND 4 – Senior Practitioner – at least five years operating at Band two
Leading a department or consulting practice which provides support to senior managers
Understanding of key Leading & inspiring a team Knowledge and understanding Leading a department or • Leader of organisational change
functions & issues faced Coaching individuals of relevant professional codes of consulting team, including programmes
(marketing, finance, HR) Human resource planning & practice providing development and • Development of an internal
Deep sector expertise & management How to translate complex coaching for junior team communication strategy
knowledge Advanced negotiation skills business requirements into members • Regular exposure to senior
Keeping abreast of current Advanced facilitation skills internal communications Managing complex relationships leadership team/board
thinking and good practice programmes with suppliers • Developing strong coalitions
in management inside and Good practice in people Working with and counselling with other functions (marketing,
outside relevant sector management and budgeting very senior leaders HR, finance)
Business ethics Managing in multiple cultures
Motivation & leadership Use of advanced tools &
techniques – Appreciative
Inquiry, Storytelling, etc
Internal branding – making the
links between internal and
external communication
Conducting internal
communication audits
