Nine steps to build a successful internal communication strategy?

Think about the role of internal communication in your organization. Is it helping your teams align with the company's vision? Does it foster collaboration and clarity? Or does it feel more like a series of scattered messages that don’t drive results?

If you’re struggling with this, don’t worry — you’re not alone. Many organizations face challenges in creating successful internal communication plans. The good news? With the right approach, you can build a strong internal communication plan that not only informs employees but also empowers and engages them.

In this guide, we’ll walk you through 9 steps to create a successful internal communication strategy. Along the way, you’ll discover actionable insights and tips for using communication tools and channels effectively. Whether you’re part of the internal communications team or leading this effort yourself, these steps will guide you.

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What are the components of any strong internal communications strategy?

A strong internal communications strategy involves several key components:

• Clear goals: Define what you want to achieve with your communication in the workplace.
• Audience segmentation: Tailor messages for specific groups like leadership, managers, and frontline employees.
• Effective internal communication channels and tactics: Choose the best communication tools for your audience.
• Consistent messaging: Align messages with the organization’s values and goals.
• Feedback loops: Include mechanisms for two-way communication to ensure engagement.
  These components help turn a strategy into action and ensure the internal communications team stays focused and effective.

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Step 1: Start with “Why”

Before you enter into communication planning, take a step back and ask yourself: Why does your organization need an internal communication strategy?

Without a clear “why,” your efforts may lack focus, and you’ll struggle to track progress. Defining your purpose ensures your internal communications align with broader organizational goals.

How to define your "why"

1. Assess your current internal communications:
   • Are employees often confused about updates or company policies?
   • Do your teams operate in silos, with little collaboration?
   • Is there a lack of trust between leadership and employees?
2. Define your goals and vision for communication:
   Think about what you want to achieve through communication. For example:
   • Create transparency about company goals and progress.
   • Foster a culture where every employee feels informed and valued.
3. Set measurable outcomes:
   Success could look like higher employee satisfaction, better collaboration across departments, or improved transparency in leadership communication.
   
   

Pro tip: Share your purpose with your internal communications team. Keeping the team focused on shared goals will make implementation easier.

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Step 2: Know your audience

Your internal communications will only succeed if you deeply understand your audience. Every employee has unique needs, communication preferences, and expectations. Tailoring your internal communication strategies to your workforce is critical.

How to understand your audience

1. Segment your workforce:
   Break down your employees into groups based on their roles. For example:
   • Leadership team: They need high-level updates and strategic internal communication.
   • Managers: They require actionable insights to guide their teams.
   • Frontline employees: These workers want concise, relevant updates that fit into their daily workflows.
2. Use surveys and focus groups:
   Ask employees about their preferred internal communication channels. Are they more responsive to email? Do they prefer quick updates via Slack?
3. Leverage analytics:
   Analyze data from internal communication tools like intranets or Slack to see how employees engage with messages. This will help identify what’s working and what’s not.
   
   

Example: A retail company found that its hourly employees didn’t check emails regularly. Switching to mobile notifications significantly improved engagement.

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Step 3: Set clear goals and metrics

To know if your internal communication strategies are working, you need clear goals and measurable outcomes. Simply wanting “better communication” is too vague.

How to set clear communication goals

1. Decide what communication success looks like:
   For instance:
   • “Increase employee survey participation from 60% to 80% within six months.”
   • “Improve engagement in weekly updates by 30% this quarter.”
2. Set key performance indicators (KPIs):
   Use metrics like:
   • Email open and click-through rates.
   • Engagement on internal social platforms.
   • Attendance at company events or town halls.
3. Align with business objectives:
   Communication best practices include tying internal communications to organizational priorities. For example, if the company is focusing on innovation, your updates should highlight progress in R&D or related projects.
   
   

Pro tip: Create a communication plan template to keep your goals organized and track your progress.

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Step 4: Develop key messages

Good internal communication relies on clear, consistent messaging. Key messages are the backbone of your communication strategy, ensuring everyone in the organization is aligned.

How to develop key messages

1. Keep them simple:
   Avoid jargon and make your messages easy to understand. Effective communication should feel natural and conversational.
2. Align with company values:
   Your messages should reinforce the organization’s mission, vision, and strategic goals.
3. Tailor messages for different audiences:
   For example, when announcing a new product, leadership may need strategic insights, while employees may need training details.
4. Use storytelling:
   Personal communication is more memorable. Share success stories, customer impact, or examples of employees embodying company values.
   
   

Example: When announcing a new initiative, explain how it aligns with the company’s long-term vision and how it benefits employees directly.

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Step 5: Choose the right communication channels

Your internal communication channels are the vehicles for delivering your messages. Choosing the right ones can make or break your strategy.

How to select the best communication channels

1. Match channels to employee needs:
   • Desk-based employees: Email and intranet platforms work well.
   • Remote teams: Tools like Slack, Teams, or video conferencing are ideal.
   • Field workers: Mobile-friendly apps or SMS are often the best choice.
2. Experiment with formats:
   Try videos, infographics, or podcasts to keep things fresh and engaging.
3. Focus on a consistent cadence of communications:
   Create a schedule for regular updates, such as weekly newsletters or monthly all-hands meetings.
   
   

Pro tip: Use internal communication tools that integrate well with existing platforms to improve internal communication efficiency.

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Step 6: Plan your communication flow

A great internal communications plan doesn’t just happen. It’s carefully orchestrated to ensure employees receive the right information at the right time.

How to plan your communication flow

1. Use a communication plan template:
   Outline a timeline for when messages will be sent and who will deliver them.
2. Coordinate across departments:
   Ensure different teams (e.g., HR, marketing, and leadership) align their messaging to avoid overwhelming employees.
3. Prioritize content:
   Focus on what’s most relevant to employees. For example:
   • High priority: Safety updates, leadership announcements.
   • Routine updates: Departmental progress, internal communication trends.
     
     

Pro tip: Identify your internal communications strategies in advance to ensure consistent messaging throughout the organization.

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Step 7: Foster two-way communication

Successful internal communication isn’t just about sending messages. It’s about creating an ongoing dialogue.

How to foster two-way communication

1. Host Q&A sessions:
   Include open forums during town halls where employees can ask questions directly.
2. Encourage feedback loops:
   Use anonymous surveys or suggestion boxes to gather input.
3. Act on feedback:
   Share the results of your communication improvements based on employee suggestions.
   
   

Example: An IT company implemented a bi-weekly “Feedback Friday,” where employees submitted ideas anonymously. Leadership reviewed them every Monday, leading to meaningful changes.

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Step 8: Empower your managers

Managers are your strongest allies in driving communication best practices. They act as the bridge between leadership and employees.

How to empower managers

1. Train them in effective communication:
   Include active listening and empathy in manager training sessions.
2. Equip them with resources:
   Provide templates, FAQs, and talking points to help managers communicate consistently.
3. Recognize their efforts:
   Celebrate managers who excel in internal comms strategy to motivate others.
   
   

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Step 9: Measure, review, and improve

Creating a successful internal communication strategy isn’t a one-and-done effort. Regularly reviewing your progress ensures you adapt to changing needs.

How to measure and improve

1. Track engagement metrics:
   Monitor email open rates, intranet activity, and participation in town halls.
2. Collect qualitative feedback:
   Ask employees how they feel about the current internal communication plan.
3. Iterate based on results:
   Use the data to adjust your approach, focusing on what works and refining what doesn’t.
   
   

Pro tip: Keep a consistent cadence of communications review to ensure you’re always aligned with organizational goals.

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Frequently asked questions (FAQs)

1. How can I develop an internal communication strategy in place for remote teams?

To develop an effective internal communication strategy for remote teams:

• Focus on asynchronous communication: Use tools like Slack or Teams to ensure flexibility.
• Leverage multimedia formats: Short videos or infographics make updates accessible.
• Establish clear communication cadences: Set consistent schedules for newsletters or updates.
• Incorporate feedback tools: Use anonymous surveys to gather input from remote employees.
  By implementing communication best practices for remote teams, you’ll know if your internal communication efforts are addressing the unique challenges of remote work.

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2. What role does an internal communication strategy template play?

An internal communication strategy template keeps the internal communications team focused and guides the process. It helps you:

• Outline your communication goals and align them with the part of the overall plan.
• Identify internal communication strategies and tactics that will unfold throughout the year.
• Use a template to keep yourself organized and ensure communications channels and timing are clear.
  With a well-structured template, you can take your communications forward and ensure internal communications success.
  
  

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3. How do I measure the success of my internal communication strategy?

To measure success, focus on both quantitative and qualitative metrics:

• Engagement metrics: Track email open rates, intranet activity, or attendance at meetings.
• Employee feedback: Conduct surveys to find that internal communications are meeting their needs.
• Alignment with goals: See how the communications align with strategic communication plans.
• Outcome tracking: Look at how improved communication impacts team performance and morale.
  A strong internal communications strategy ensures you can evaluate progress and adapt based on the results of your communication efforts.
  
  

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4. What are some internal communication ideas for engaging employees?

Consider these internal communication ideas for employee communication:

• Employee spotlights: Highlight individual achievements to foster a sense of belonging.
• Interactive town halls: Create open forums for employees to ask leadership questions directly.
• Feedback Fridays: Encourage employees to share ideas weekly, and act on their suggestions.
• Gamified updates: Use quizzes or contests to make updates more engaging.
  These ideas are part of a smart internal communications strategy that prioritizes both information sharing and employee engagement.

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Role of presentations in creating a strong internal communication strategy

Presentations are a vital tool in establishing a strong internal communications strategy. They provide a clear and visual way to orchestrate how best to communicate updates, share goals, and align employees with the organization’s mission. By outlining what communications will be happening and ensuring messages are consistent, presentations play a key role in making internal communication strategies happen effectively.

A well-structured presentation helps teams understand the role communications can play in achieving objectives, fostering transparency, and driving engagement. For example, a strategy meeting can use presentations to map out strategic communication plans, ensuring clarity on how communications will unfold throughout the organization.

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