Craft an Internal Communications Strategy

Choose communications empowerment over ownership to enable organizational strategy.

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An immature or non-existent internal communications strategy causes:

  • Wasted time and effort in failed communications attempts.
  • Poor and incongruent distribution of information.
  • Disengagement and confusion from messaging.

A formalized internal communications strategy results in:

  • Defined target audience groups to target messaging.
  • Communications goals and metrics to measure effectiveness.
  • Defined communication mediums and optimization plans.

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Module 1: Define Current State and Determine Communications Goals

The Purpose

  • Assess and evaluate internal communications strategy.
  • Understand different mediums and their implications.

Key Benefits Achieved

  • An understanding of the current state of internal communications.
  • Identify ideal mediums of communication.

Activities: Outputs:
1.1 Identify the strategic direction of the organization.
  • Organizational strategy identified.
1.2 Develop internal communications objectives.
  • Internal communications objectives developed.
1.3 Set metrics.
  • Metrics set.
1.4 Evaluate data to identify key insights and themes.
  • Data to identify key insights and themes evaluated.
1.5 Evaluate communication channel usage and effectiveness.
  • Communication channel usage and effectiveness evaluated.
1.6 Conduct a SWOT analysis.
  • SWOT analysis conducted.

Module 2: Develop the Internal Communications Strategy

The Purpose

  • Categorize the target audience groups.
  • Identify steps needed to reach internal communications goals.

Key Benefits Achieved

  • Defined target audience groups.
  • A defined roadmap for achieving internal communications goals.

Activities: Outputs:
2.1 Segment audience and complete audience profiles.
  • Audience segmented and profiled.
2.2 Conduct a gap analysis.
  • Gap analysis completed.
2.3 Identify strategic action items.
  • Strategic action items identified.
2.4 Define organizational communications principles.
  • Organizational communications principles defined.
2.5 Review the employee value proposition.
  • Employee value proposition reviewed.

Module 3: Customize the Guide and Develop an Action Plan

The Purpose

Prepare to implement and sustain the communications strategy.

Key Benefits Achieved

A plan to roll out the internal communications strategy.

Activities: Outputs:
3.1 Define key messages.
  • Key messages defined.
3.2 Develop guidelines for choosing the right medium.
  • Guidelines for choosing the right medium developed.
3.3 Customize content guide and communications briefings.
  • Content guide and communications briefings customized.
3.4 Prepare for rollout and management by developing an action plan.
  • Action plan developed.

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