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Internal Communication Strategy

Sherrie Suski discusses internal communication strategy for the workplace.

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Internal Communication Strategy

  1. 1. Corporate Communication Internal Strategy
  2. 2. Your internal brand Too many companies focus on their customers at the expense of their other major stakeholders: their employees. Companies spend so much time and money trying to educate consumers about their brand that they often forget to do the same with their own workforce. Having employees who are ill-informed about what’s going on internally presents a considerable danger; after all, if they don’t know what an organization’s strategy is for the future or the goals it wishes to achieve, then how can they possibly contribute to the best of their abilities? All companies, no matter how big or small, should be coming up with ways to facilitate and encourage communication between employees -- not just from the top down, but also between peers.
  3. 3. Audience Channel/Format Goals/Objectives Schedule 5 4 3 2 Components of Strategy 1 6 Communication Forum Responsibility
  4. 4. Communication Forum • What type of communication are you advocating? This could be a one-on-one meeting between a supervisor and a subordinate or it could be a meeting with the CEO that the whole company attends. Defining the size and scope of your meeting will help to define the other components.
  5. 5. Exceptional Customer Service • Define your audience at the outset. Will this be the whole company, one department, a committee or a smaller group? Not all forms of communication work in all settings and the size of the group you are communicating to will help to define the number of communication touchpoints you need.
  6. 6. Channel/Format • Depending on the size of your group and the complexity of the message, you may need multiple touchpoints using different channels. For a widely dispersed group, you may start with a video message, then hold in person meetings and finally reinforce the message in a one-on-one (O3). Many ties, having a prepared FAQ sheet will help immeasurably to ensure that the answers are consistent across the organization.
  7. 7. Exceptional Customer Service • There are six primary objectives that deserve focus when thinking about communication. They are: – Decision Making – Information Sharing – Status Update – Innovation – Team Building – Problem Solving • Decide in advance which one(s) you are trying to achieve as that will drive the communication.
  8. 8. Schedule • Although schedule seems like a simple component, with the busy lives and travel plans everyone has these days, it can be a complex undertaking to find a day/time that works for everyone. For messages that impact the whole organization or a substantial portion, it is best to provide a link where employees who missed the original message can access it.
  9. 9. Responsibility • Nothing is worse than going to all the trouble of defining an exceptional communication strategy only for it to fall flat because everyone thought someone else owned it. When speaking about responsibility, t is not only who will deliver he message, but who will craft the message and who will set up the way in which the message will be delivered. Video, e-mail distribution lists, a space for employees to gather.