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Internal Communication Strategy

Design, Develop and Transform your Organizational Communication

Rachel Miller

Kogan Page, 2024

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In many companies, internal communications are an afterthought. Why pay much attention to how people update the company intranet, or what words leaders use in presentations to employees? However, according to internal communications expert Rachel Miller, well-honed internal communications offer an important strategic advantage: If you can get employees on board with your mission, she argues, the broader organization will excel. Learn how to craft effective internal communications by learning about your organization, listening to employees, and holding leaders accountable to their messaging.

Summary

Internal communication focuses on an organization’s employees and stakeholders.

People sometimes believe internal communications teams exist to convey higher-ups’ marching orders. In fact, internal communicators’ primary goal is to get their audiences on the same page. Those audiences aren’t the media or investors but people inside the organization. Through data and insights, internal communication aims to make employees feel aligned with a company’s goals — and motivated to work toward the same overarching purpose. They strive to build a shared vision of the company and a sense of purpose that reflects both the company’s values and individuals’ roles in making those values real.

At one level, internal communication is a simple matter of telling frontline workers and managers what the company stands for and what business strategy it will pursue. But communication is quickly complicated by many layers of meaning, some intended, some not:

What company leaders say and do.
What executives prioritize.
Communication style, including tone of voice and shades of meaning.
Whether there’s a clear link between...

About the Author

Rachel Miller is an internationally recognized authority on internal communications. A former journalist, she has 20 years of experience in the field and advises many prominent companies.

Internal Communication Strategy

Design, Develop and Transform your Organizational Communication

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Summary

Internal communication focuses on an organization’s employees and stakeholders.

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