The complete guide to CIPR internal communications courses and qualifications
If you or someone you know is considering taking an internal communications course or qualification, this guide is for you!
Internal communication has emerged during recent years as an essential, exciting and growing area of PR and communication practice.
Did you know that in terms of recruitment, internal communication is given as one of the top ten skills shortages according to the 2024 Chartered Institute of Public Relations State of the Profession Survey?
What this guide to internal communications courses and qualifications covers:
The difference between internal communications courses, training, and qualifications
Understanding the CIPR qualification landscape: Types of CIPR internal communication qualifications
Choosing the right CIPR internal communication qualification
What are the costs of obtaining a CIPR internal communication qualification?
Investing in your future: Career advantages of internal communication qualifications
Taking the next step: The CIPR qualification journey
Frequently asked questions (FAQs) about CIPR internal communication qualifications courses
What is internal communication?
But what do we mean by internal communication? Although there is no universally accepted definition, Welch and Jackson’s overview from 2007 is widely cited in academic research:
“The strategic management of interactions and relationships between stakeholders within organisations across a number of interrelated dimensions including internal line manager communication, internal team peer communication, internal project peer communication and internal corporate communication.”
Dr Kevin Ruck of PR Academy adds listening as without it internal communication can be seen as management propaganda which is disengaging.
Internal communication is important in terms of employee experience and employee engagement. Kevin writes about the relationship between all three here.
Internal communication is also, in itself, an important part of everyday lived employee experience. It operates at a line manager or supervisor level, a senior leader level, a corporate level and at a channel and technology level. Tone of voice, accessibility, accuracy, completeness, and timeliness of information together with compassion, empathy, openness and responsiveness all impact how employees experience their time in the workplace.
When you specialise with an internal communications qualification, you will be exploring the latest thinking and will become a specialist in this area. Expect to learn about research methods, change communication, employee engagement and ethics as well as how to plan internal communication strategically to get the best outcomes for the organisation or client.
I had lost my confidence at work and saw little chance for growth or developing my career. The CIPR Internal Communication Diploma changed all that.
I love internal communication. After more than 30 years in the world of work, I have finally found my true calling.
Despite already working in internal communication, I realise now how little I knew about it. A key learning for me was the Diploma course’s strong focus on listening and responding to what employees have to say as essential elements of good and ethical internal communication.
Internal communication certificate level:
Select this course if you are a few years into your internal comms career or maybe if you have had internal comms added to your job role. You may have found yourself in an internal comms role but having no formal training or experience. The certificate is a great way to start underpinning what you do with theory and to help you gain confidence. The CIPR usually expects you to have a degree to do this qualification but this may not be necessary – get in touch with us at PR Academy to find out more about eligibility.
Internal communication diploma level:
Select this internal communication qualification if you have several years of experience, perhaps as an internal communication manager or head of internal comms. You may be leading a team or moving to head up internal comms from another communication role. You will probably have a degree, the CIPR internal communication certificate or other professional qualification. If you aren’t sure if this is the right level for you, get in touch for a chat.
A 2024 Ipsos Karian and Box Wellbeing report highlights the way that internal communication can contribute to better employee wellbeing. The report indicates that “37% of employees are close to or at burnout”. Dr Kevin Ruck says that this is an alarming finding.
One of the key recommendations for good wellbeing is “Senior leadership can take preventative action by ensuring good change management and listening to employees to understand their concerns”.
The top three factors for good wellbeing reported by employees are:
- Health and safety is treated seriously at the workplace 68%
- Listen to work-related concerns / issues raised by their employees 62%
- Managers who lead by example 58%
This suggests that a key role for internal communication is to concentrate more on listening to employees than providing information about benefits packages.
Assessment methods and requirements
The CIPR Specialist Certificate: Internal Communication is assessed through one assignment at the end of the course. The assessment outlines the thinking behind a communication strategy for an organisation plus some practical portfolio items.
Successful assignments are graded pass, good pass or excellent pass. The CIPR issues a digital badge (with the option to also have a certificate) to confirm that the qualification has been gained.
I’ve been an internal communications practitioner for more than 20 years and have witnessed some big changes in what we do and advances in our understanding of theory and practice. I’ve never stopped learning and am passionate about helping other internal communicators to do the same. The satisfaction I get from seeing them develop and grow into true professionals is the reason why I’m still working in this business after all this time.
Internal Communication Certificate Course Leader, Martin Flegg, BSc Hons, Chart.PR, Dip.CIPR, FCIPR, CIIC
Assessment methods and requirements
This internal communication course is assessed through one final assignment: a management proposal outlining recommendations for developing strategy and performance improvement. The assignment is designed so that it can be applied to a real life work scenario – it means you can apply the learning from the course straight away.
Successful assignments are graded pass, good pass or excellent pass. The CIPR issues a digital badge (with the option to also have a certificate) to confirm that the qualification has been gained.
I focus on applying the latest academic and industry research to effective strategic practice. In a fast moving communication space, it’s core principles and models that provide the best way forward and they underpin my approach to teaching. I particularly like talking to students about their challenges and supporting them through their assignment work.
Internal Communication Diploma leader, Dr Kevin Ruck MBA, BA Hons, PGCE, FCIPR, CMgr, MCMI
Assessment methods
The course is assessed through one assignment which assess a current or past change project against the theories and models from the course. This can be your own organisation enabling you to apply the learning to a real-life scenario straight away.
