Internal Communication in Denmark

Where does the profession stand today, and where is it heading?

IC26 is the first comprehensive analysis of internal communication in Denmark since 2013. Forty communication professionals from some of the country's largest private and public organisations have answered how they prioritise, organise and navigate today.

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About the analysis

The profession has gained a seat at the table. The question is what it does with it.

Since IC13 in 2013, internal communication has moved from a support discipline to a strategic advisory function. That movement is not finished. AI is changing ways of working, hybrid working has become everyday life, and line managers are expected to communicate more with less time for each employee. IC26 documents where the profession stands in the middle of it. Not as a hunch, but as evidence.

Five findings

The advisory role has been won. The decision-making seat has not.

61 per cent see themselves as strategic advisers, and 98 per cent work with senior leadership daily or often. Yet only 31 per cent are involved early in major decisions. The profession advises on messages, less often on decisions.

Line managers are the profession's greatest untapped potential.

89 per cent rate the line manager as the most important channel. Only 13 per cent find that this channel communicates clearly and in good time. It is the single largest gap in the analysis.

AI is no longer an experiment.

47 per cent rate generative AI as a very important competency. The question is not whether AI will become part of the profession, but how it should be governed and embedded. AI does not create maturity. It reveals whether maturity is there.

We measure activity. Rarely effect.

Seven in ten organisations measure their internal communication, but mostly readership and open rates. Understanding, behaviour and business impact are measured far less often, and only 18 per cent rate measurement as a very important competency.

More tasks, flat budgets.

Seven in ten report unchanged budgets and almost half unchanged staffing, while strategy, change and AI keep growing as agendas. Prioritisation has become a core discipline.

Who the report is for

For you who work in internal communication or lead a communication department, and for the leadership teams who commission the work. Use it as a benchmark against your own practice or as a basis for a discussion about priorities. It can be read from start to finish. It also works as a reference.

About the study

Conducted by Resonans Partners between March and May 2026. Forty responses from 38 organisations across finance, pharma, industry, the public sector, retail, travel and technology. All responses are anonymised. Where possible, results are compared with IC13 from 2013 and held up against the European Communication Monitor, Gallagher's State of the Sector and Edelman's Trust Barometer. Forty respondents are a cross-section, not a census.

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Would you like the findings presented?

We are happy to walk your communication team or leadership group through the results. A one-hour session, built around what is relevant in your organisation.

Please cantact one of our partners to agree on further details.