At least 50% of any communications role involves internal communications. No matter what type, size, or maturity of an organization, there is always a need to help de-silo information and develop connections so that information flows more easily. In this past year, when teams have been remote and plans have been disrupted, internal communications, whether it be about challenges or achievements, has been put to the test.
But have we been trained in internal communications? No and Yes
First, while internal communications directly impacts any communication manager’s ability to do their job effectively, the responsibility for this work usually lies in a couple of places. If your organization has an HR department, there could be a specialist who has internal communications on their plate. Some folks have Operations Managers/Directors who also can play a part in internal communications. But the most important contributor to internal communications is leadership, namely the Executive Director. This is because internal communications is much more than an employee newsletter or monthly staff meeting. It is the glue that binds people together and keeps them focused on the mission and vision of the organization.
Kivi LeRoux Miller points out that there are three purposes for internal communications at a nonprofit: strategic leadership, organizational culture and project management. As a communications professional all three of these matter in almost all aspects of your work. If you aren’t clear what the organization’s goals are, how can you possibly create communications goals to support them? If you have a weak or distrusting organizational culture, it will be much harder to find stories to share because everyone will just be keeping their heads down. And the kicker is project management. There are very few projects that don’t involve some aspect of communications. But if there is no project management roadmap, accountability, and/or understanding of responsibilities, how can you ever guarantee that the email for the project will go out on schedule?
So on the other side, yes. We do have training because all of the same aspects of connecting with an external audience are applicable in internal communications. Who are you trying to reach? What problem will you solve for them? How will you reach them? Why will they care? Everything you would put in an external plan can be part of an internal plan so it seems obvious to welcome, encourage, and be thankful to have a communications professional involved. However, beware. Internal communications can be seen as something that is under the auspices of others who may or may not want to recognize and/or be responsible when gears get stuck or things break down.
Over the past nine months internal communications, whether informing staff about challenges or celebrating achievements, has been put to the test. How it has been handled has demonstrated who recognizes and has strengths in internal communications. Previous systems and processes
have not all translated perfectly into this new workplace. More time needs to be spent on both individual and group outreach. Seven hours straight of Zoom meetings can be avoided if an organization is open to new leaders, processes, thinking, and technology. Even separated by distance, a strong and healthy internal communications program can build bridges across the void and discover new connections.
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