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Internal communication has become lost in the noise of tools like Slack and Microsoft Teams, where important updates compete with chat, notifications and channel clutter. While these platforms excel at quick collaboration, they’re not designed for delivering messages that need attention, comprehension or action. As a result, critical updates get buried, employees miss information, and organisations face widening gaps in alignment and engagement — especially among frontline or non-desk staff who may not use these tools at all.

This article explores the “culture chameleon” effect: when organisations change colours publicly while living a different reality internally. Through the BrewDog case and echoes from Uber, Wells Fargo, Boeing and WeWork, it reveals the cultural and reputational consequences of contradiction and shows how internal communicators help anchor authenticity and protect organisational trust.

As AI transforms the modern workplace, internal communicators must champion the human edge—prioritising creativity, empathy, and storytelling as strategic compliance essentials.

Introduction: The Under‑Investment Problem When the Chartered Institute of Public Relations (CIPR) published new research in October 2025, one finding stood out: British organisations remain systematically under-funding their internal communications investment. According to the CIPR, “widespread under-investment in internal communications

In an age where digital marketing and internal communications depend on software, customer support has become the frontline of trust. For SaaS marketing and communications platforms, features and pricing have converged — making service quality the decisive factor in buyer