Internal communication is an often overlooked aspect of PR and marketing.
Not only is it critical to maintain messaging with external stakeholders and to the press, but equally it is crucial to have a continual communication stream with staff and associates internally.
This is ever more the case where disgruntled employees or suppliers / stakeholders have their own access to communication channels like social media and can very easily start tarnishing your reputation if they feel mistreated by the organisation or ‘in the dark’.
It’s human nature that we all like to be in the know and to feel included – whether it’s a family member organising a party or a boss making corporate changes. Knowledge makes us feel more secure, and as a result, we’re likely to be more effective and content.
Here’s five things to think about when approaching an internal communications strategy:
1. Do you have different audiences within your organisation?
Despite being internal, and all members of your staff, you may need to disseminate your message in different ways and through different mediums to ensure everyone stays up to date.
For example, we’ve worked with businesses where 50% of the workforce are groundsmen working outside all day. How can you expect them to hear the messaging of your communication in the same way as those who sit at a computer all day.
Adapt your approach accordingly.
2. How often should communication be?
You don’t want internal communications processes to be a burden on the organisation, but frequency is important.
Make sure whatever you decide it is realistic and that the regular communication is something you can stick to.
3. Who will be responsible?
Is this something that falls on your internal marketing team, your HR director, your external communications agency – or a mix of both?
You could be wise to involve all these parties in discussing how a new internal communications strategy will work.
There will be some matters which you are deliberately sharing internally but which you don’t want to immediately see featured on your employee’s own twitter or Facebook account.
Make it known what you expect and police it accordingly.
5. Where does your content come from?
This is something to be clear from the outset. It’s important that directors know if they’re expected to contribute to your internal communications methods on a regular basis.
Likewise, would it be sensible to include internal communication material from your staff about what they feel is relevant and appropriate for sharing.
Make sure everyone knows their part, their deadline…and that they’re appreciated for their contribution.
We can help with your Internal Communications. We work discreetly with clients to create internal communication strategies, provide editorial services and more. You can take a look at our client testimonials or get in touch to discuss how we could help.