There are 12 essential elements of a successful internal communication strategy:
1. Effective employee communications must be led from the top
Effective communications require the active commitment and endorsement of senior managers. It is not enough to simply develop a ‘vision statement’ or formulate in general terms the values by which the company lives. Behavior is what counts. Managers must be seen to behave in a way that is consistent with the ethos they are promoting.
2. The essence of good communication is consistency
Avoid at all costs following fashion and touch-ups. If you try to improve communications and then fail, because your messages are inconsistent or ‘just good news’, things won’t go smoothly back to the way they used to be. You will inevitably have created expectations and will have to live with the consequences of failing those expectations.
3. Successful employee communications is as much about consistency, careful planning, and attention to detail as it is about charisma or natural gifts.
We may not all be another Zig Ziglar, Tony Robbins or Bill Clinton. But even these ‘giants’ of communication fail if they don’t plan, pay attention to detail and project a coherent message.
4. Communication through the hierarchical superior is more effective
‘Line Manager to Employee’ communication is an opportunity for people to ask questions and check that they have understood the issues correctly. However, keep in mind that the urgency and reality of the business may dictate the need, in many cases, to report directly to employees rather than relying entirely on the cascading process. (Though managers will still need to answer people’s questions and listen to their views.)
5. Employee communications are not optional extras, they are part of normal business and should be planned and budgeted for as such.
An employee communications plan (key topics, goals, objectives, and resources) provides a context in which to deliver initiatives that arise on short notice.
6. There must be integration between internal and external communication
There must be a fit between what you are saying to your people and what you are saying to your customers, shareholders and the public. (In the same way, there must be a fit between what you are telling your people and what the outside media is telling them.)
7. Time is critical
No matter how clearly expressed and well presented your message is, if it comes at the wrong time, you better not have bothered. Old news is often worse than no news. Consequently, it’s important to make sure that the channels you use can actually deliver when you need them.
8. Tone is important
Expressing overly enthusiastic enthusiasm for a technical change of little real importance to your staff or the general public is hardly calculated to make people take your message seriously. If they don’t take that message to heart, why would they take the rest of what you say to their chest?
9. Never lose sight of ‘what’s in it for me?’ factor
We are selfish creatures. I may have invented the most amazing contraption ever, but unless you get emotionally invested in it, chances are you’ll never hear my message about it. But if I can show you how my device will revolutionize your life, add dollars to your wallet, free up your time, fix your smelly feet, wash your car, stop your kids from arguing with you, bring peace to your spouse, bring world peace…
10. Communication is a two-way process
Employee communications are NOT a one-way information dump. Capturing feedback is vitally important, and if you can’t be seen to listen and act on what you’re told, why should people bother telling you?
11. A single key theme or a pair of key themes is a means of bringing coherence to a range of diverse employee communication initiatives.
In recent years, the overriding topic of many corporate employee communications has been the business impact of competition, regulation and economic forces. Therefore, many messages and initiatives can be evaluated according to the light they shed on one or more of these key themes.
12. Set your standards and stick to them
Determine which channels should be required and which should be optional; establish quality standards for all channels and review them at least once a year.