Internal communication is the function responsible for effective communication between participants within an organization. The scope of the role varies by organization and professional, from producing and delivering messages and campaigning on behalf of management to facilitating two-way dialogue and developing the communication skills of organizational participants.
The modern understanding of internal communications is a field in its own right and draws on the theory and practice of related professions, including journalism, knowledge management, public relations, e.g., media relations, marketing and human resources, as well as broader organizational studies.
INTERNAL COMMUNICATION STRATEGY
There are two sides to the strategy in internal communications. In the first instance there is the strategy of the organization that focuses on what is expected to be achieved and how it plans to achieve it. That strategy will be supported and, to some extent, delivered through effective internal communications. Therefore, internal communication can help on several different levels:
TELL- It is simply about informing people of the direction, non-negotiable
SELL: This is a process or method to anticipate some kind of backlash, which requires some persuasion.
CONSULT- This is a process for specific areas of input to the decision-making process.
Secondly, and more importantly, internal communication needs its own strategy. It must be positioned more than a simple plan of tactical interventions in support of business activities. Therefore, the strategy should consider the following:
1. Market: it has to do with what the organization knows about the needs of its audience. And how audiences should be segmented.
2. Message: What is the organization’s message trying to achieve? In what tone should be transmitted.
3. Media: What channels work best for different audience segments? How will you maximize reach and cut? Are there clear editorial guidelines for each?
4. Measurement – Are there clearly defined success criteria? What are the leading and lagging steps? In addition to informing the other three Ms, it should be used to demonstrate value and measure performance (ROI, message penetration, hit rates, comment quality, etc.). This strategy will inform the best way to organize effective communication.
DELIVERY MESSAGE
Message distribution can be classified into four categories:
1. Electronic: communications that are shared or accessed by electronic means, whether by computer, telephone, television or other devices. Examples include email, intranet, video and webcasts, DVDs, email newsletters, and SMS text messages.
2. Print: Paper communications, examples include magazines, newsletters, brochures, postcards and other stationery, posters, memos, communications packets, or line manager toolkits.
3. Face to face – one to one: Too many forums where people are physically present. Examples include a cascade of team meetings or briefings, conferences, site visits, return to the floor.
4 Workplace: The work environment, examples include bulletin boards, plasma and LCD screens, fixtures, window decals.