Planning Internal Communications
Internal communications is all about creating a meaningful culture and a company-wide focus on a united goal, helping those who work within the business to understand their role in achieving that goal.
However, in practice, the focus can be diluted by multiple stakeholders, a disconnection with a fragmented audience – not to mention ever tightening budgets!
When these typical challenges face internal communicators, it can become easy to lose sight of your audience and how to reach them. So let’s go back to basics.
Why do you need to reach colleagues?
There is usually a driver behind why you need to communicate with colleagues. A good starting point is documenting a comparative view on what you want colleagues to think, feel, do – both now and in the future. If there is a gap between the now and future, then this is the journey on which you need to take colleagues and the focus for the messaging structure.
Who do you need to reach?
Once you have the internal communications journey mapped out, then you can plan out how the journey is communicated through the organisation and who those messages need to reach; is it company-wide, regional or localised? There may also be different tiers of messages for different colleagues, with variants dependant on the audience.
Where can they be reached?
Having identified your audience, channel planning can start, working out how best to reach them. How do they interact? How are they connected to the business? Do they have access to a company intranet? Company email? Are there popular communal areas? Are there physical high traffic areas – corridors, building entrances? The channel choice should also reflect the tone of the communications. If it’s corporate, then traditional channels are relevant, if it’s more informal, then alternative channels can be considered.
How are the results measured?
It’s the biggest challenge for internal communications, but putting in place metrics to evaluate the effectiveness of your campaign is critical to supporting the role of internal communications within the business. Unlike external communications, where quantitative metrics are easier to put in place, internal communications are better suited to qualitative feedback. Perhaps seeking feedback, suggestions or recommendations via email, business social platforms or other channels.
If you’d like to talk through planning an internal communications campaign, then please get in touch with our team. We are always happy to talk through the possibilities and scope to help you understand the best routes forward.
We work in partnership with Lloyds Bank on their internal communications campaigns, delivering key strategic messages to different internal stakeholders.