EFFECTIVE internal communication is a means to an end, not an end itself. The purpose of internal communications within any given organization is to create systems and processes that promote increase awareness, engament, productivity and understanding of organizational objectives and activities.
According to research from Gallup, 69% of employees are either not-engaged or actively disengaged on the job. Further research from the organization estimates that over £185,000 million (£0.19 Billion) is lost annually due to lower productivity from actively disengaged workers alone.
In light of this, internal communications can enhance employee engagement, stem job turnover and result in increased perfomance as employees are able to buy into the vision.
Having identified the need for internal communications planning, a key step is to conduct an organizational diagnostic.
The audit should help answer a number of important questions including:
- Are employees receiving accurate information?
- How are employees receiving regular information?
- Are messages consistent across the company?
- Do employees understand both the goals and the results of communications?
Before outlining what needs to happen, its important to first know why the internal communication needs to happen. You have to have a compeelling case why you are doing it
Of importance is the need to incorporate feedback and listening mechanisms in to your communication. Internal communicators need to have ways and means to be in constant communication with their audiences.
It is important to stress that internal communication is a means to an end, not an end in itself — and part of its rationale is to help turn strategy into action by engaging, informing and directing employees.