Internal Communication Strategy: What it is, Why It's Important, and How To Make One

July 4, 2022

Title: Internal Communication Strategy: Definition, Importance, and The Steps To Do It | OFFEO

Meta Description:

In the digital age, companies operate globally. Employees must work together efficiently in an office and a remote setup.

To ensure constant communication, you should implement an internal communication strategy!

Internal communications can significantly impact company culture, employee motivation, and the work that gets accomplished.

It sounds like one of the simplest tasks on paper: You tell your staff what's happening, and they listen.

But in reality, there are intricacies to managing a successful internal communication plan that will make the entire organization feel held together. 

In this detailed post, we discuss internal communication strategy, why it is crucial, and how to form your internal communications strategy.

What Is An Internal Communication Strategy?

An internal communication strategy is an integral part of the business plan that involves setting up a workflow and communication pattern among the company's team members. 

Internal communication plans allow you to develop methods and strategies for communicating with employees within the organization. 

Internal communications ensure all employees know what's happening in the business. Not only that, but they can also help keep them informed and involved in decision-making processes as it relates to their roles. 

More technically, we can define an internal communication plan (ICP) as a strategic document that outlines how an organization can communicate with its employees and associates. 

These plans fall under the broad umbrella of the Employee Handbook. This document includes training provisions in most companies and gives departmental operations guidelines. 

It also serves as a roadmap for communication between managers and their team members.

Why Do People Need Internal Communication Plans?

Gone are the days when only one person was giving the orders, and everyone followed them. 

Nowadays, companies do not follow the same hierarchy in communications. There are modern and new internal communications strategies that are improving company culture. 

Companies are now focusing on how to improve internal communication, and here is why you must do so too -

Change Management

A company needs to keep its employees up-to-date about changes in the industry or company policies, which can impact their work environment. 

This way, they know their expectations and can adapt accordingly. 

Nokia saw the rise of touchscreen phones but could not adapt to the change because of a lack of proper communication plans, while Apple and Samsung took this opportunity to communicate and change. 

A company's success depends on how fast it keeps up with changes in the industry, and you can do it by changing communication patterns. 



Communication between employees helps solve problems in an organization. If one employee knows what another employee is doing at any given time, they can collaborate on solving problems together.

This also helps prevent disgruntled employees from leaving the company and taking valuable knowledge with them when they leave (or even before they leave).

A better internal communication strategy will ensure faster problem-solving. It is a must to reach your business objectives on time. 

Customer Satisfaction

A company's customer base is essential because it represents revenue and brand loyalty for its products or services. Customers expect how you deliver their product/service based on past experiences. 

If you want your customers to be happy, you must ensure that everyone at your company knows what is going on and why. 

Having a plan for internal communication will keep everyone informed and help you avoid confusion. 

It can also help you respond quickly if something goes wrong and prevent any significant problems before they become an issue.

Easy Collaboration

An internal communication plan will make it easy to collaborate with other employees within the organization. 

If there's an issue or problem that needs addressing, the person who has access to the information can easily find out who else should know about it and how best to resolve it. 

This also helps people feel more comfortable talking with each other, leading to better relationships between coworkers.

Better Internal Messaging

Another reason why you might want an internal communication plan is that you can use it to send messages between different departments or teams within the organization. 

This helps provide better information to those who need it and not just those who have access to it.

An internal communication plan will ensure that all employees feel like they're being heard and understood when speaking up about things that are important to them or their work. 

This also prevents misunderstandings and makes it easier for everyone involved in getting things done at your company daily.

How To Create An Internal Communications Strategy

Internal communications are a critical part of your business strategy. If you have an effective internal communications strategy, you can use it to build trust and credibility with employees, clients, and customers.

Here are seven steps to form your internal communications strategy:

7 Steps To Forming Your Internal Communications Strategy

1. Assess Your Current Internal Communications Strategy

Assess Your Current Internal Communications Strategy

The first step in creating an internal communications strategy is to assess your current one. 

Do you have an internal communication strategy, Or do you just go along with the flow?

 If your entire company does not follow an internal communication plan, it is time to access your current communication plan. Ask yourself these questions:

  • What are your organizational goals? 
  • How often do you communicate with employees?
  • Do you have a regular newsletter or other publication?
  • How often do you hold meetings with employees? 
  • What kinds of messages do you send and receive? Do they match up? 
  • Are they consistent across the organization?
  • Do people know about my business? 
  • How do they feel about what I do?
  • Do I have the proper media channels?
  • Are my employees or clients excited about coming to work every day?
  • Does my company have the correct branding and messaging?

These are just some questions you should ask yourself before creating a new strategy.

Assess your current style of communication within the team. You can do it by conducting surveys and research. You can also involve your employees to be a part of the assessment.

Take internal audits, examine your communication channels( employee apps, team meetings, etc.), and group sessions. 

This will help you learn more about how your employees currently communicate. And you can improve it for the better. 

2. Set Realistic Goals And Timelines

Once you have assessed your current internal communications strategy, set realistic goals and timelines for developing a new one.

You can't expect to make considerable changes instantly — especially if you're just starting your internal communications program. 

But you can set some goals to help you build trust and credibility with employees, clients, and customers.

For example, if you want to increase sales by 10 percent by December 1st, it would be unrealistic to expect you to reach that goal within three months.

Instead, consider setting smaller measurable goals along the way and then evaluating them at the end of each month or quarter to see how close you are to achieving those goals.

3. Identify Your Key Metrics To Track For Success

To create an internal communications strategy, you must first identify the key metrics that you will use to measure and report on the success of your efforts. 

When it comes to internal communications, you want to know how many employees are engaged in each channel and how they communicate. 

By tracking these metrics, you'll be able to gauge the effectiveness of different channels and measure how much time people spend on each one. To do so, track down the

  • Number and types of channels used.
  • Who uses it?
  • Who is responsible for the channel?
  • How frequently does the entire team use it? 
  • Employee engagement of each channel

4. Segment And Map Out Your Audience

Once you have identified your key metrics, it is time to segment your audience by demographic information such as location, job role, or department. 

This can help you determine which people are most likely to respond to certain content or who may be interested in receiving some specific types of messages. 

You can also use this information to find out how many people use certain apps or platforms so you can tailor your internal comms strategy accordingly.

While you may think that to have a thriving internal comms, you need to include everyone in all messages, that's not true. 

Rather than sending everyone the updates, it is better to send relevant information to employees in charge of the specific task.

5. Build An Approval Process

Once you have segmented out who should receive communications from whom, the next step is creating an approval process where everyone involved can say yes or no before something is sent out into the world! 

This ensures that there are no surprises when someone receives an email intended for someone else, so everyone knows what’s happening. 

This step is vital because it allows everyone in your company to feel involved and invested in your internal communications strategy.

Your approval process should include all employees, not just those directly involved with internal communications or marketing. 

It should also include those who have input on how their work fits your organization’s overall picture.

6. Identify Your Internal Communications Tools

Identify Your Internal Communications Tools

Internal communication tools are anything used for internal messaging or sharing information within an organization — from email templates to website content management systems (CMSs). 

The sixth step in creating an internal communications plan is identifying your internal communications tools. 

  • Do they include email, Skype, Slack, and other applications? 
  • Do they include text messaging? 
  • Is there a preferred communication method for employees to use?

Once you've identified your internal communication tools, evaluate them to see if they meet the organization's needs.

For example, if you're using email as a primary tool for internal communications, ask yourself:

  • Are employees using email appropriately? 
  • Are they responding within a reasonable timeframe?

If you find that employees are not responding quickly enough and that the volume of emails is too high, consider implementing new tools or adjusting your existing ones to work better for everyone involved.

7. Evaluate Your Progress And Optimize

Evaluate what methods of communication work well for your team and what doesn't work at all. 

If something is not working, look for ways to improve it or replace it with another method altogether. If something does work well, keep using it!

While internal communications planning is necessary, evaluating the progress also ensures an effective internal communication strategy is in place. 

Ensure you get employee feedback after implementing the new internal communication strategy plan. 

Conduct monthly or quarterly evaluations and surveys to track employees' feelings about the communication strategies. 

Set goals for the year ahead and ensure everyone knows their goals for the upcoming year so everyone can be accountable for meeting them on time or ahead of schedule. 

Best Practices For Communication In The Workplace

Make Sure Everyone Knows What's Expected Of Them

To improve communication in the workplace, you must first create a clear definition of what people should do and how they should do it. 

This means creating a standard operating procedure (SOP) or standard operating manual (SOM) for each job function.

Create An Environment That Fosters Open Dialogue

Employees who feel like their opinions matter will be more willing to speak up if they feel comfortable doing so — which means creating an environment where people feel safe expressing themselves openly and honestly. 

Even if someone isn't comfortable saying certain things, they'll be more likely to open up if they know others won't judge them for speaking out.

This is better than them feeling like their job is on the line whenever they open their mouth! 

Communicate Frequently

Communication is more effective when it happens often. Employees should be communicating with their supervisor every week or two at a minimum. 

The frequency of communication can vary based on the needs of the company and their relationship with their supervisor. 

The more frequently you communicate, the better it is for your company. Here are some tips on how to do it effectively:

  • Provide regular updates so people know what's happening at work and why you made changes
  • Share information about what's happening in other areas of the company, so employees feel included
  • Stay updated on new technologies that might affect your products or services so you can share this information with your team.

Use Multiple Communication Channels 

Emails, social media, and face-to-face meetings are great ways to communicate with your team. 

Not only does this help ensure that everyone has access to information, but it also allows people to share ideas without worrying about being overheard by someone else or getting their point across directly.

Slack is one of the best communication your team can use for sharing updates. 

Build A Healthy Company Culture 

Healthy company culture means everyone feels comfortable sharing ideas, asking questions, and expressing their opinions, whether in meetings or just talking with each other outside of them. 

You can achieve this through regular meetings or conversations that take place outside of work hours.

If you want to learn more about building a healthy company culture, then the Company Culture: What it is, Benefits, and Tips To Implement It article will help you out. 

FAQs: Internal Communication Strategy

What Is A Communication Strategy Example?

 Communication Strategy Example

This is a basic communication strategy example. It should contain channel type, type of users, and type of communication used. 

You can also design a more detailed internal communications strategy and share it with the team. 

What's The Difference Between An Internal Communication Plan And An Internal Communication Strategy?

An internal communication strategy is a document that outlines the steps for communicating with your employees within your organization. 

It includes topics such as who should be included in the communication, what types of information should be shared, and when you should share it. 

It is a detailed analysis of a long-term communication strategy.

Whereas an internal communication plan outlines what steps need to be taken to achieve a goal or objective. 

This could include any number of things, such as how often you will communicate with employees or how many different channels they will use for receiving information from you (email, text messages, etc.).

What Is An Internal Communication Campaign?

An internal communication campaign is a series of activities designed to inform and inspire employees, customers, suppliers, and investors about an organization's mission and goals. 

Organizations often use internal communication campaigns that want their employees to understand the company’s vision for the future and what it hopes to accomplish in the short-term and long-term goals that involve improving productivity or attracting new customers.

What Best Practices Should Organizations Follow?

Best practices for internal communications include:

Establish clear goals for your internal communications campaign. The goal should be specific enough so that everyone on staff knows precisely what you want your team members to accomplish in this area of your business.

Be sure to define each campaign objective clearly, so everyone knows what they need to do to meet those goals at the end of each campaign cycle.

Develop a strategy for each type of communication you plan on using (e-newsletter; newsletter; postcards; posters). 

Conclusion: Internal Communication Strategy

In this modern business world, employees and leaders have to work together.

You cannot see optimal growth if there is no mutual understanding about an organization's actual purpose (or mission).

Communication is a crucial aspect of workplace culture, but it becomes increasingly important as the scale and breadth of the company you work at changes. 

As this post outlines, internal communication is one critical aspect that can be applied to any small business or organization.

To communicate efficiently and effectively, you must have a strategy that includes selecting appropriate methods for your organization's culture.      

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