The skills we need from internal communications and engagement employees

In my first job in corporate communications the department was filled with crusty ex-journalist types. They were the most wonderful men (yes - all of them were male) - each a unique character with amazing stories to tell.

But let's get one thing straight. They were not communicators - they were writers. The copy they produced was excellent. But good copy alone does not a communicator make - particularly in internal communications.

A recent article from Ragan talks for the value of hiring journalism graduates in corporate communications. Maybe - if you are hiring for writing ability and someone who understands a variety of different social media. But you better make sure that person is able to develop other skills.
Internal communications is about a great deal more. Key to effective internal communications is the understanding that this is a strategic endeavor focused on facilitating discussions throughout the organization with the goal of performance improvement.

Please don't get me wrong. A good newsletter is worth its weight in gold. But it is one of many tools and skills that we as communicators bring to the table.

I'd be interested in your views on what's critical in the internal communications skill and tool box.