Towards Best Practice in Internal Communication and Evaluation in Financial Services: A Communications Audit on Behalf of AMEX

This paper presents a pivotal contribution to corporate communication studies by applying a best practice evaluation technique to the internal communication system of American Express (AMEX) Bahrain and its branches in the Middle East and North Africa. The goal is to enhance this system with actionable recommendations. To achieve this, the research adopts a mixed-method approach, blending empirical and theoretical methodologies to explore AMEX’s internal public relations activities. Central to this approach is the collection of primary data, encompassing both qualitative and quantitative aspects. This data collection comprises two primary methods. First, a survey was conducted among AMEX employees to gauge their perspectives on the current internal communication system. This survey was administered via a Qualtrics link, facilitated by the HR manager. Second, the study includes in-depth interviews with members of the HR department, designed to provide deeper insights into their internal communication strategies. The findings from the survey and interviews are meticulously synthesized, forming the basis for an extensive analysis in the subsequent chapter. This analysis rigorously evaluates the strengths and weaknesses of AMEX’s internal communications, offering a balanced and constructive critique. The culmination of this research is a set of robust recommendations meticulously crafted to enhance the effectiveness of AMEX's internal communication practices. These recommendations not only propose practical solutions for AMEX but also contribute significantly to the wider field of corporate communication, offering insights and methodologies that can be applied in similar organizational contexts.