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Craft an Internal Communications Strategy

Choose communications empowerment over ownership to enable organizational strategy.

Communicating effectively is ever more challenging in today's operating environment. The world of work is in a state of flux, and cutting through the noise is increasingly difficult.
Internal communications efforts are not always strategic. Too much information can lead to overload, and too little or unclear messaging can cause misunderstandings or misinformation.

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Executive Summary

Critical Insight

Choose internal communications empowerment over ownership to enable organizational strategy.
Empowerment starts with the clarity, tools, and capability to communicate effectively and guarantees an exchange downward and upward.

Impact & Result

An impactful internal communications strategy that directly supports organizational objectives by reinforcing key messages to make sure they drive action.
A workforce that is equipped with the right tools, tactics, and messages and is empowered to communicate effectively both downward and upward.

Research & Tools

1. Define internal communications objectives

Establish internal communications objectives, key results, and metrics.

2. Analyze the current state and perform a gap analysis

Conduct an internal communications audit and SWOT analysis, profile target audiences, establish the current state, and identify critical gaps.

3. Create an internal communications guide

Review and customize all components of McLean & Company’s Internal Communications Guide Template.

4. Share the strategy, plan tactics, and measure success

Establish appropriate feedback mechanisms for upwards communication, and plan for rolling out the internal communications strategy and ongoing support for communicators.

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Guided Implementation

Each blueprint can be accompanied by a Guided Implementation, which gives you direct access to our world-class analysts who will connect with you at critical milestones to advise, coach, and ensure your project stays on track.

Guided Phases: Craft an Internal Communications Strategy

Define internal communications objectives

Call 1

Confirm appropriate strategy discovery activities.

Contributors

Melodie Barnett, Managing Partner, Pivot Communication, and co-author of the book, An Honest Living: Be Wildly Successful Without Being a Jerk
Priya Bates, Accredited Business Communicator, MC, CMP, IABC Fellow, President, Inner Strength Communication Inc.
Ally Bunin, Senior Vice President, Employee Practice, MSL Group
Tyler Cook, Internal Communication & Public Relations Consultant
Ivana Di Millo, Director of Communications, City of Mississauga
Richard Donovan, Global Head of Social Innovation & UK&I Head of Corporate Responsibility, Experian
Morag Farquharson, Accredited Business Communicator
Shel Holtz, Accredited Business Communicator, Director of Internal Communications, Webcor Builders
Rob Manne, Creative Communications Consultant
Melanie Anne Martin, CMS, Event Marketing Manager, Goldcorp
Michele Martin, Accredited Business Communicator, Manager of Internal Communications, Strategic Priorities at London Health Sciences Centre
Andrea Richter, Marketing and Human Resources Manager, NPT LLP Chartered Accountants
Aniisu K. Verghese, India Corporate Communications Leader, TESCO HSC, Internal Communications leader, blogger, and author of Internal Communications: Insights, Practices and Models (Sage Publications, 2012)
Scott Tabachnick, Director, Executive Projects & Partnerships, WE
Stephanie Thornbury, Accredited Business Communicator, Senior Executive, Communication and Marketing, Inner Strength Communication Inc.

How We Deliver

Events