Communicating with influence, internally.
Seven Word Summary: Integrating internal communications into the PR mix.
When organisations consider their communications strategy and tactical roll-out, they typically prioritise external audiences.
It’s very understandable. Customers, investors, the media and government are all quite naturally top of mind.
There is, however, another very important piece to the puzzle that is too easy to overlook:
internal communication.
Keeping your team informed, motivated and on board with where the business is heading is critical to progress.
Organisations that put an emphasis on internal communication, and direct resources to it as required, are proven to thrive.
For smaller businesses, the goal might be achieved as simply as bringing the team together on a regular basis (perhaps once a month?), with an update from the CEO or another leader, and – very importantly – the opportunity for people to ask questions. This face-to-face approach is the gold standard.
For many larger, more complex businesses with a workforce spread across multiple sites this is simply not feasible. And many such organisations also have a diverse range of employees, some working in operational / onsite roles, and others in office-based roles.
This will typically require utilising a mix of methods to deliver effective communication, including short video messages, smaller team meetings with on-site leaders being provided with speaking points, and the use of bespoke social media platforms that are specifically designed to be used within an organisation.
Even larger businesses such as this should still look to hold whole-team meetings, even if it is only a case of bringing everyone together once a year. And senior leaders can ensure they have visibility on site by committing to a program of regular visits. Combined, these will ensure that team members have the chance to ask questions in person.
A very important point to consider is ensuring your external and internal communication programs are linked. There is nothing worse than team members learning about important organisational news via the external media, or sensing a disconnect in the internal versus external messaging.
Internal communication may in some ways be the “less sexy cousin” of your public-facing communication program, but without your team being on board, where are you?
Speak to Seven Patterns to find out more about how we can assist you to build an effective internal communications plan.
About the Author
David Ikin is a highly experienced corporate communications professional with significant experience across the mining, technology, defence and financial services sectors.
Over the course of a career spanning more than 30 years, David’s work has been split between consulting and in-house roles. His most recent project involved leading the communication function for a major technology program within one of the largest global mining companies.
David’s passion is for helping companies communicate more effectively with their stakeholders: investors, customers, employees, the media and the broader community.
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