How to Create an Impactful Internal Communications Strategy

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A strong internal communication plan is crucial in today’s corporate world. Especially forinternal communication strategies, which are vital for a motivated team. It’s more than just sending emails – it builds solidarity, transparency, and a shared vision to drive a company forward towards its goals.

Evaluating the current situation and setting goals

Successful internal communication strategies begin with introspection. Before diving into new initiatives, it’s important to assess the current strategy. This could involve employee surveys, focus group discussions, or casual conversations to understand preferred communication channels. Whether it’s town hall meetings, emails, or internal social media platforms, knowing what works best for team members is key.

Companies should also learn the satisfaction levels of their employees regarding the current communication efforts. The last key information is whether the employees think that there are any parts of the internal comms strategy that could be improved in any way. 

Having a clear picture of the current situation enables companies to set SMART goals for their internal communication strategy. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

For instance, if the aim is to improve employees’ understanding of company policies, a SMART goal could be to increase staff comprehension of the leave policy by 20% in the next three months. This can be gauged through a post-campaign knowledge test. This goal is clear, quantifiable, feasible, related, and time-bound.

Understanding the team

A one-size-fits-all approach to internal communication can lead to disengagement. The employees are unique individuals with different preferences and requirements. Therefore, segmenting the audience and customizing messages to match their tastes is crucial for maximizing impact. 

For instance, companies could send out department-specific newsletters that focus on industry updates and trends relevant to each team. Conversely, company-wide town hall meetings could cover more extensive news and strategic direction. Personalizing the communication efforts ensures the employees receive information they can resonate with.

Content and messages

Compelling content lies at the core of any successful internal communications strategy. It should be relevant, to make sure it aligns with the necessities of the audience. Content should also be engaging, to pique and hold the audience’s interest.

Lastly, it should be informative, which means keeping the information clear, concise, and accurate. Creating a content plan is essential for consistency and quality. It should outline the type of information to share, communication frequency, and the platforms to use.

Encouraging two-way communication

Great internal communication plans go beyond merely distributing company memos. It’s about nurturing open dialogue. This involves creating opportunities for employees to share feedback, ask questions, and express their concerns.

Companies can do this by introducing various tools, such as employee surveys, suggestion boxes, internal social media platforms for knowledge sharing and discussions, and town hall meetings to address employee worries. Promoting open communication helps build trust, address issues proactively, and glean insightful feedback from the employees.

Ronn Torossian founded 5WPR a top PR agency

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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