Think of internal communication as the circulatory system of your organization. It carries vital information, nourishes understanding, and removes obstacles to progress. A well-defined strategy prioritizes tasks, balances competing demands, and keeps teams laser-focused on what matters most, warding off the distractions of daily operations.
The cornerstone of any successful communication strategy is its direct alignment with the organization’s overall objectives and corporate plan. It should explicitly demonstrate how employee communications and engagement efforts contribute to realizing those goals. Even with diverse team or departmental objectives, the strategy should foster a sense of unity, centered on shared, measurable outcomes that benefit the entire organization.
Let’s delve into the essential elements that comprise an effective internal communication strategy:
1. Where You Are Now: Assessing the Current Landscape
Begin with an honest and realistic assessment of your current internal communication environment. Are you starting from scratch, or do you have an established team that requires better direction? Perhaps you have effective channels, but the messaging is inconsistent. Whatever the situation, be transparent and base your evaluation on factual data.
Example: A mid-sized non-profit discovered, through an employee pulse survey, that while 80% of their staff felt proud to be a part of the organization, only 30% truly understood how their work contributed to the organization’s five-year strategic plan.
Reference: For a more in-depth look, “Internal Communications: A Manual for Practitioners” by Liam FitzPatrick and Klavs Valskov provides comprehensive frameworks for auditing your internal communication efforts.
2. What Are Your Objectives: Defining the Desired Future
Establish clear, measurable objectives. What do you want to achieve through improved communication? Whether it’s reducing employee turnover, increasing participation in strategic initiatives, or boosting overall morale, your objectives should be SMART: Specific, Measurable, Achievable, Realistic, and Timely.
Example: “Increase staff understanding of organizational priorities from 45% to 75% within 12 months, as measured by the annual employee survey.”
3. How You’re Going to Achieve Them: Defining Tactics and Key Messages
Outline the broad tactics that will support your objectives. Consider your different internal audiences – leadership, frontline teams, support functions – and determine the key messages for each. Consider the appropriate tone, frequency, and format for communication.
Example: Implement short, engaging video updates from the CEO each month to build trust and leadership visibility, supported by weekly team briefs and a refreshed intranet FAQ section.
4. What and When: Creating an Action Plan
Translate your strategy into a concrete action plan, detailing what needs to happen and when. Specify deliverables, timelines, and responsibilities. Coordinate activities with major organizational events to avoid conflicts and maximize impact.
Example:
- Q1: Conduct a staff communications audit
- Q2: Launch a redesigned staff newsletter
- Q3: Host an all-staff town hall
- Q4: Run a year-end feedback survey
Share this plan with relevant stakeholders to identify any dependencies or potential overlaps.
5. Resources: Identifying Available Assets
Clearly define the resources at your disposal, including budget, tools, platforms, and personnel. Align your ambitions with your available capacity. If resources are limited, prioritize high-impact, low-cost actions first.
Example: If the budget is tight, consider using free survey tools (e.g., Google Forms) for staff feedback instead of investing in a comprehensive engagement platform immediately.
6. Risks: Anticipating Potential Challenges
Proactively identify and plan for potential risks. Consider internal risks, such as leadership buy-in or message fatigue, and external risks, such as changes in organizational direction. Develop contingency plans wherever possible.
Example: One organization noted that a pending merger might delay communication rollouts. They prepared holding statements and flexible content schedules to adapt quickly.
7. Evaluation: Measuring Success and Refining the Strategy
Measurement is essential. Integrate methods to track success and continuously learn. This could involve usage data, staff surveys, feedback forums, or HR metrics.
Example: Monitor staff engagement levels through quarterly pulse surveys, track open rates on internal newsletters, and conduct annual focus groups to gather qualitative insights.
Commit to an annual internal communications audit as a part of your evaluation process. This allows you to adjust your strategy based on real results and emerging needs.
Reference: “Making the Connections: Using Internal Communication to Turn Strategy into Action” by Bill Quirke provides detailed approaches to evaluating and refining internal communication strategies.
Before You Start: Quick Audit Tips
Before diving into drafting your strategy, consider conducting a quick audit:
- Run a short staff survey
- Hold informal interviews or focus groups
- Review usage statistics for the intranet, newsletters, and chat tools
These insights will ensure that your strategy is evidence-based and tailored to the actual needs of your teams.
Conclusion
Developing a strong internal communication strategy doesn’t have to be an overwhelming task. By adopting a structured approach and aligning with your organizational goals, you can empower your teams for improved engagement, collaboration, and performance. Remember, simplicity, clarity, and consistency are the keys to successful communication.