A matrix approach to developing a digital internal communication strategy

Abstract

Digital transformation (DT) has reshaped organisations, evolving internal communication (IC) into digital internal communication (DIC). Despite growing interest, there is still a lack of comprehensive frameworks to guide organisations in developing DIC strategies triggered by DT. This study addresses this gap by expanding existing DIC conceptualisations, integrating new elements, such as applied Artificial Intelligence (AI), and incorporating a planned–organic dimension. Using a conceptual approach, the research presents a multidimensional view of DIC as a strategic management function that helps achieve organisational goals. The proposed DIC matrix combines technical elements (digital channels and platforms, policies, applied AI, and informal apps) with social aspects (digital leadership, capability development, culture, and collaboration) along the social–technical and planned–organic axes. This novel approach enriches strategic communication literature and fosters organisational competencies and digital trust, essential for sustainable success. The emerging DIC maturity model provides actionable guidance and a ready-to-use rubric, allowing leaders and communication professionals to design tailored DIC strategies, fully leverage digital tools, and align communication practices with strategic goals.