The Case for Strategic Internal Communications – Brookline PR

When people think about communications and PR, they often think about media coverage, brand reputation and external audiences. But some of the most important communications work happens within an organization, with its own employees.

Strong and effective internal communications keep employees informed, aligned and connected, ensuring they understand organizational priorities and easily access the information they need. PR agencies can play an important role in helping organizations develop and strengthen these communications strategies.

At Brookline, we’re often brought in to help organizations communicate externally during periods of growth or change. Many of the same strategic skills and expertise, such as audience strategy, messaging, storytelling, channel planning and establishing effective communications governance can be applied internally.

Here are a few areas we recommend organizations consider when developing or refreshing their internal communications strategy:

1. Start with a communications audit

Before introducing new channels or tactics, understand what’s already working and what might not be working as effectively.

Look at the communication channels employees use, the information they receive, where there are gaps or duplication and whether employees know where to find important updates. Employee feedback and channel analysis can provide valuable insight into what needs to change.

2. Focus on clarity, less is more

More information doesn’t necessarily lead to better communication. In many organizations, employees are navigating too many channels and too much information, making it difficult to know what matters and where to find it.

A strong internal communications strategy brings structure to that complexity by clearly defining what information in each channel. Business-critical  updates may require  formal, established channels, while employee recognition, culture and social content can be shared through spaces designed to encourage conversation and engagement.

The goal is to create a communications environment that is clear, intentional and easy to navigate, helping employees find what they need without adding to the noise.

3. Establish clear guidelines and assign roles and responsibilities

A successful internal communications strategy needs more than a list of recommended channels. It needs clear ownership and guidelines.

Who manages each channel? What content belongs there? Who approves communications? How often should content be shared?

Establishing this governance creates greater consistency and helps ensure the strategy can be maintained over the long term.

4. Apply your PR expertise internally

There’s a natural connection between external PR and internal communications: getting the right message to the right audience, through the right channel, at the right time.

PR professionals bring an audience-first perspective, strategic messaging expertise and an understanding of how to make information clear and engaging. An external partner can also provide an objective perspective and help organizations challenge long-standing communications habits.

Internal communications are an important part of any organization’s reputation.

Your employees are one of your most important audiences and they are  an important extension of your brand.

When employees feel informed and connected, they are better equipped to represent the organization and contribute to a strong workplace culture. At Brookline, we believe a communications strategy shouldn’t stop at the front door. How you communicate with your employees is just as important as how you communicate with the world.

Leanna Kruk is Managing Director at Brookline Public Relations. A native Torontonian, she started her public relations career in agency where she has managed clients in various industries, offering them a wide-range of public relations services. She is passionate about public relations and uses her experience to deliver solid results for clients.