Internal Communications: Planning the Strategy

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Many companies concentrate on conveying to their outside audiences; segmenting markets, studying, developing messages and strategies. This same care and focus should be turned inside to produce an internal communications strategy. Powerful internal communication planning enables large and small organizations to develop a procedure for information distribution as a way of addressing organizational dilemmas. Before internal communications preparation can begin some basic questions need to be answered.

-- What's the company's condition? Ask questions. Do some research. How's your company doing? What do your employees consider the business? Some may be amazed by how much workers desire to make their workplaces and care. It's also possible to uncover understandings or some hard truths. This information will help lay a foundation for what messages are conveyed and how they are conveyed.

This is the point where a company can define the culture they wish to represent the future of the business. Why not have an internal mission statement? The statement might concentrate on customer service, continuous learning, quality, or striving not only to function as the largest company in the market having the most sales, but to function as the very best company using the highest satisfaction evaluations.

Inner communication objects ought to be quantifiable, and may change over time as aims are achieved or priorities change. For instance, a firm's fiscal scenario might be its largest concern. One goal could be to decrease spending. How can everyone help decrease spending? This then measured, and backed up by direction behaviour needs to be communicated through multiple routes, multiple times, and then progress reported to staff.

Approaches or internal communication channels comprise: manager to employee, employee to employee, small meetings, large meetings, personal letter or memo, video, e-mail, bulletin board, special occasion, and newsletter. Some studies have shown this list to be in order of most effective. But this may be determined by the individual organization. Some companies may make use of them all, but not effectively. As they say, "content is king." Among the worst things a business could do is talk a great deal, although not actually say anything in any way.

With an effective internal communications strategy in place a firm will be able to proactively address staff concerns, build awareness of firm targets, and facilitate change initiatives. By answering a few basic questions companies can begin communicating more efficiently with team members and truly create an organization greater than the total of its parts.