A new report on Valuing Internal Communications has been published by the PR Academy. It comes at a time when this Cinderella of communications disciplines is (as it should be) rising on the corporate agenda.
The report repeats many well-established conclusions but, crucially, provides fresh insights. It also gives data to support notions that have previously been touted as facts without substantial back-up.
No one will be surprised to read that ‘a clear strategy and robust management practices are crucial for demonstrating the value of internal communications’. However, it is reassuring to see that transitioning from ‘good’ to ‘excellent’ internal communications (IC) can boost engagement scores in staff surveys by nearly 40 points.
Even more importantly, the dangers of poor communications are quantified. 44% of respondents say barriers in the internal communications process contribute to project delays and 31% to missed departmental and company goals.
My Internal Communications tips
Next week, I am presenting about internal communications to delegates on the Havant Business Growth Programme, run by Aspire4Business for Havant Borough Council.
Here is a sneak preview of a couple of my conclusions, which are especially relevant to SMEs who may not have the luxury of employing a dedicated IC professional.
Internal communications is not just top-down dissemination of information to employees. That aspect is vital – staff members need clear information so they can align their actions with the company’s goals.
But it is far more than that. IC covers every aspect of the way information and ideas flow through the organisation, up, down, sideways, within and between teams. It addresses how businesses communicate just as much as what they communicate. In other word, IC shapes the culture of the company by developing those shared assumptions and values which govern how employees behave.
As much as IC boosts engagement, creates brand ambassadors within the team, promotes wellbeing, clarifies roles and reduces stress, these are simply signposts of success on the way to greater productivity and profitability.
And finally, we are given one mouth and two ears for a reason. The most effective companies improve their internal communications by ensuring they are active listeners to what their staff are saying. When firms implement the changes their teams yearn for, behaviour change follows. Staff become more engaged with and responsive to the goals and strategy the firm sets out.
Photo by Vitaly Gariev on Unsplash