Communication is undergoing a major revolution. Largely driven by the rise of social media, the old boundaries between personal and professional lives have been blurred, making authenticity more crucial (and transparent) than ever.

With internal and external communications now co-dependent, the need for an effective Internal Communications (IC) strategy is crucial for success. Yet for many businesses, IC is still far from being seen as a credible contributor to performance, despite having increasingly multi-cultural and multi-generational workforces to engage with.

Now offering readers a unique, inside-perspective on IC as a vehicle for change, The People Business, the new book by Question & Retain co-founders Annabel Dunstan and Imogen Osborne, provides a high-res snapshot on the process of IC for marketers.

Featuring interviews with senior practitioners from a diverse range of leading firms, the book showcases the challenges of IC, offering honest perspective and insight into how to capture sentiment and underpin it with data, and therefore measure employee engagement effectively.

From maintaining an authentic internal voice during challenging times, demonstrating bold new approaches to empowering colleagues, and using storytelling, data and insight to enhance value, The People Business allows readers to synchronise the most reliable tools of IC, so they can drive engagement and improve ROI as a result.

Molly Aldridge, Global CEO of M&C Saatchi PR says: “This book made me re-evaluate our internal communications entirely, and its importance at the centre of a global business. I run a successful “people business” and this book has reminded me, simply and clearly, that I can be doing so much more to communicate internally to ensure inspiration, motivation and loyalty among our most important company asset – our talent.”

Similarly, Jennifer Sproul, Chief Executive, Institute of Internal Communication, praised the book, saying: “The People Business is a fantastic testament to how internal communication has found its professional feet and is driving organizational performance with a unique and valuable set of skills, knowledge and expertise. At the Institute of Internal Communication (IoIC) we are committed to raising the profile and credibility of the profession and are delighted to support this book with its contribution from the IoIC President, Suzanne Peck.”

About the authors: Annabel Dunstan has worked in marketing and communications in senior positions at top firms and in-house. She co-founded the engagement consultancy Question & Retain whose clients include Suzuki, PizzaExpress and Ferrero. Imogen Osborne has spent over 20 years in senior communications leadership roles at Skype, Cisco and Edelman. In 2012, she co-founded Question & Retain with the aim of changing the way companies listen to their clients, staff and other key stakeholders.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organisations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.

The People Business – ISBN: 9780749479718, Price: £29.99 – is available to purchase from 3rd July 2017. For a review copy, a by-lined article or to arrange an interview with the authors, please contact Natasha Tulett: or +44 (0)20 7843 1925.