Basic IC services to an organization begin with editorial services - either fine-tuning messages drafted by participants in the organization, or drafting new material on their behalf. IC practitioners might simply correct basic grammar, etc., especially in organizations where many participants may be operating in their second or third language. Or they might re-work it to conform to house style or its branded equivalent, 'tone of voice'. The skillset involved relates closely to media professions such as journalism, copywriting and film or print production. Message design may be iterative, or involve a range of participants in an approvals process. Project communications IC practitioners may be seconded to a specific project team, to support the stages of the project that carry a communications or engagement component. Project communicators might produce a schedule of communication objectives and milestones for the project; a map of vital stakeholders (senior individuals or large groups / segments of the overall population); and a message framework to guide project participants towards a single, coherent message about their work. They might also contribute to the project's aggregate risks 'log' on the reputational risks, and work-up contingency plans covering unintended situations. Change communications Most writers on the subject of communications talk about the idea of change. Most intentional communication takes place with the aim of effecting some kind of change or another. However, many practitioners in internal communications make a distinction between change and transformation. Drawing on the work of writers such as William Bridges, practitioners talk of 'change' as the act of altering something within an organization (such as the introduction of a new IT system or the closure of an office) and they describe 'transition' as the process through which an individual passes as part of the process of coping with change. The use of the two terms interchangeably causes some confusion. Communicators who specialise in change communications tend to be interested in behaviour change and will draw heavily on psychological models. There are important contributions made to the debate about practice in this area by Herrero and Quirke. Crisis communications Organizations occasionally face unplanned reputational crises which can destroy brand value or even finish the organization. At such moments, the support of the internal constituency becomes especially valuable, as employees' friends and relatives seek their account of events, and as talented and motivated participants consider whether or not to remain with the organization. As with media