New in 2026
A Matrix Approach to Developing a Digital Internal Communication Strategy
Wuersch, L., Neher, A., Peter, M. K., Maley, J. F., & Wong, A. (2026):
A Matrix Approach to Developing a Digital Internal Communication Strategy.
International Journal of Business Communication, doi.org/10.1177/23294884251411516
Lucia Wuersch, Alain Neher & Marc K. Peter (2022):
Digital Internal Communication: An Interplay of Socio-Technical Elements.
International Journal of Management Reviews,
doi.org/10.1111/ijmr.12323
Abstract
The research project explores Digital Internal Communication (DIC) at the nexus between Digital Transformation (DT) and Internal Communication (IC). We provide an integrative review of the literature and use thematic analysis guided by the concept of organisations as socio-technical systems. As a result, we explain DIC in a socio-technical organisational system as a people-focused phenomenon, which is linked to competency development and trust-building. As a contribution to theory, we offer a conceptual model which can be further developed in scholarly discussions on DIC and by organisations reflecting on their IC activities in a digital workplace environment.
Key Take-Away
The analysis revealed that ‘Developing competencies’, inherent on the intrapersonal, interpersonal and organisational communication levels, sits at the heart of Digital Internal Communication (DIC). The study has also shown that competency development leads to digital trust-building. Digital trust, in turn, is the all-embracing mantle of intrapersonal processes, interactions and relationships, and organisational functioning and success in a digital space. Overall, DIC contributes to the creation and reproduction of socially constructed organisations.
Figure 3: Conceptual model of the interplay between DIC’s socio-technical elements and communication levels
New in 2026:
A Matrix Approach to Developing a Digital Internal Communication Strategy
A Matrix Approach to Developing a Digital Internal Communication Strategy
Digital transformation (DT) has shifted internal communication (IC) toward digital internal communication (DIC), yet practical frameworks remain scarce. This study proposes a conceptual, multidimensional model positioning DIC as a strategic management function. The DIC matrix integrates technical elements (digital channels and platforms, policies, applied AI, informal apps) and social factors (digital leadership, capability development, culture, collaboration) along socio‑technical and planned–organic axes.
A complementary DIC maturity model and rubric provide actionable guidance to build competencies and digital trust, enabling leaders and communication professionals to design tailored DIC strategies, fully leverage digital tools, and align communication with organisational goals.
A complementary DIC maturity model and rubric provide actionable guidance to build competencies and digital trust, enabling leaders and communication professionals to design tailored DIC strategies, fully leverage digital tools, and align communication with organisational goals.
Wuersch, L., Neher, A., Peter, M. K., Maley, J. F., & Wong, A. (2026):
A Matrix Approach to Developing a Digital Internal Communication Strategy.
International Journal of Business Communication, doi.org/10.1177/23294884251411516
Authors
Dr Lucia Wuersch
Lucia Wuersch works as a Research Fellow and Lecturer at the School of Business at Charles Sturt University. She is also an Adjunct Lecturer and Research Fellow at the University of Applied Sciences and Arts Northwestern Switzerland (FHNW). Lucia completed her PhD in Communication following her BA and MA in Science of Communication and more than 10 years of professional experience as a communication professional in Switzerland and internationally. Her research includes organisational communication and relationship management. She works on a range of communication projects, such as the digital transformation of remote work settings, and health professionals’ fall-reduction training using virtual reality. Lucia focuses on qualitative research methodologies.
Contact and further information
researchoutput.csu.edu.au/en/persons/lucia-wuersch
Dr Alain Neher
Alain Neher is an Associate Professor at Charles Sturt University’s School of Business. He is also an Adjunct Academic and Research Fellow at the University of Applied Sciences and Arts Northwestern Switzerland (FHNW). Before joining academia, he worked for more than 25 years in the industry including senior management and leadership roles in private, public, and not-for-profit organisations, as well as in armed forces logistics focusing on support services. His research interests are in, but not limited to, business ethics, organisational culture and values, performance management, workforce wellbeing, and ESG (Environmental, Social, Governance).
Contact and further information
bjbs.csu.edu.au/schools/business/staff/profiles/professorial-staff/alain-neher
Prof Dr Marc K Peter
Marc K Peter is Professor of Digital Business at the HES-SO Valais-Wallis School of Management in Switzerland, Adjunct Professor at Charles Sturt University, Australia; and Visiting Professor at the University of Rochester Simon Business School, USA. Following a career at eBay, E*TRADE and LexisNexis in Europe and Asia-Pacific, his research and teaching focus is strategy development, digital transformation, digital leadership, digital marketing and cybersecurity. He studied Electronic Business Engineering at BFH, Corporate Finance at UC Berkeley, obtained his Master of Marketing from the University of Basel, Executive MBA from BFH / Babson College / PKU and Doctor of Business Administration from CSU. He is a Fellow of Advance HE, the British Computer Society and the Chartered Institute of Marketing.
Contact and further information
www.hevs.ch/en/collaborateurs/peter-212861
This paper is a result of the joint Australian-Swiss research collaboration «Digitalisation and Internationalisation Research Group».
www.fhnw.ch/en/about-fhnw/schools/business/icc/focus-international-market-strategies-for-smes/research-group-digitalisation-and-internationalisation
www.fhnw.ch/en/about-fhnw/schools/business/icc/focus-international-market-strategies-for-smes/research-group-digitalisation-and-internationalisation
Full reference
Lucia Wuersch, Alain Neher & Marc K. Peter (2022): Digital Internal Communication: An Interplay of Socio-Technical Elements. International Journal of Management Reviews, doi.org/10.1111/ijmr.12323
This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at creativecommons.org/licences/by/4.0/legalcode
This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at creativecommons.org/licences/by/4.0/legalcode