Internal Communication Strategy | 7 Steps for Great Comms
An internal communication strategy is key to determining how you communicate with staff and what needs to be communicated.
Setting clear goals and objectives for your internal communication strategy can help you on your journey to having great internal communications.
In this article we will cover 7 steps you can take to help you excel in internal communications.
#1 Delegate and Elevate your communication
Empower managers by delegating the oversight of departmental communication, give managers the authority to monitor engagement within their teams.
This means they can track who has interacted with communications, such as documents or policies, and identify those who might need encouragement to participate actively.
By shifting this responsibility, you elevate the role of managers, turning them into communication champions who can foster engagement.
This approach ensures that your internal communication strategy isn’t just a top-down process but involves active participation and feedback from all levels of the organisation.
#2 Use Credible Internal Voices
For effective internal communication, ensure that the right individuals share relevant information. Assign topics to those who are directly involved in the subject matter.
For instance, health and safety communications should come from the health and safety manager, while compliance communications should be delivered by the compliance manager.
This approach not only enhances the credibility of the information but also engages employees more effectively. When the source of information is an expert in the field, it minimises errors and provides a single, reliable source of truth.
#3 Communicating to the right people
An effective internal communication strategy hinges on sending the right message to the right people. Begin by identifying key stakeholders and departments that need to be informed about specific updates or changes.
Segment your audience based on their roles, responsibilities, and how the information impacts them.
Consider how you’re also distributing information, for example do you have remote employees who’d be missing out? Dedicated communication platforms can ensure the message reaches all intended recipients.
Avoid information overload by tailoring content to relevant groups, and consider implementing a tracking system to confirm receipt and engagement.
#4 Communication Structure is Key
Understanding your company’s structure is crucial for creating an internal communication strategy. Recognise the hierarchy, departments, teams, and geographical locations within your organisation.
This knowledge allows you to tailor your messages to the specific needs and context of different groups.
For instance, strategies might differ between regional offices or between executive teams and frontline employees.
Using the company structure effectively ensures that messages are relevant and reach the right people, reducing misunderstandings and enhancing efficiency.
#5 Encourage Questions and Feedback
Encouraging feedback is essential for refining internal communication.
By inviting questions and comments on your messages or documents, you create an interactive dialogue that can reveal misunderstandings or areas needing clarification.
This feedback loop helps ensure that information is not only received but also understood accurately. Actively addressing questions demonstrates transparency and openness, helping build trust and engagement.
Moreover, feedback allows you to gauge the effectiveness of your communication strategy and make necessary adjustments in real-time.
#6 Accountability of Engagement
Accountability plays a crucial role in enhancing engagement within internal communication strategies. When employees are held accountable for their tasks and roles, it creates ownership and responsibility.
This, in turn, leads to higher levels of engagement, as individuals are more likely to be invested in their work and the overall success of the organisation.
You can integrate accountability into your internal communication strategy by using a platform which reminds and tracks, so only the recipient is responsible for any lack of engagement.
#7 Find the weak links
Analysing data and reporting on specific teams or cohorts allows you to identify areas where internal communication may be lacking. By pinpointing departments or teams with lower engagement, you can address issues directly.
Regularly reviewing engagement metrics helps you spot trends and weak links, enabling proactive measures to enhance communication effectiveness. Addressing these disparities prevents one underperforming area from impacting the overall success of your internal communication strategy.
Do you need an internal Communication strategy?
While not mandatory, an internal communications strategy is highly beneficial for most organisations. It streamlines information flow, ensures clarity, and creates a cohesive work environment.
To determine if you should implement one, assess your current communication effectiveness. Are messages often misunderstood or missed? Do employees feel informed and engaged? Is there a clear, consistent flow of information across all levels of your organisation?
If you notice frequent miscommunications, low engagement, or information silos, it’s a strong indicator that a formal strategy could significantly improve your internal dynamics. Ultimately, a well-structured communication strategy can transform how your business operates.
4 internal communication enablers you must know
According to the government communication service, there are 4 key enablers identified to better employee engagement.
- Strategic leadership or narrative
- Engaging managers
- Employee voice
- Integrity
Effective strategic leadership provides a clear story about the organisation’s past and future. It clarifies where the organisation has been and where it is going, inspiring employees toward shared goals.
Countless surveys have shown that managers are the not only the most important, but also preferred channel for employees when it comes to communication. Ensuring your managers are engaging with staff is one of the most critical pieces to the puzzle.
Encouraging employee voice means having avenues to share ideas, feedback, and concerns. Actively seeking and responding to employee input helps build trust and ensures that internal communication is a two-way street.
Communication integrity means being honest, transparent, and consistent. Leaders must align their actions with their words to maintain trust and avoid cynicism.
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