Strategic Communication on the Inside

When discussing strategic communication and emerging media, a strategic communications professional must analyze the most effective way to communicate with various audiences. While a great amount of emphasis is often put on ways to reach external audiences such as younger demographics, target audiences, potential clients, etc., many strategic communication professionals miss an integral sector: the internal audience. Internal audiences are a major part of the organizational name, brand, and reputation. A company cannot succeed, grow, or function effectively without the support and help of its internal audiences, which is why efficient internal communication with these audiences is important. Learning effective methods for internal communication has just as much, if not more, impact as having effective methods for external communication.

According to Community Tool Box (2018), internal communication encompasses the formal and informal sharing of ideas, information, and opinions within an organization. It also promotes and maintains the development of relationships that occur within the organization. Internal audiences can include employees, supervisors, clerical staff, volunteers, stakeholders, and executives within the organization. Internal communication keeps internal audiences involved, engaged, and connected to the organization.

So, why is internal communication important? According to How to Leverage Social Media for Public Relations Success, internal audiences essentially function as public relations representatives and social advocates for an organization. Whether the organization and its internal audiences know it or not, those internal audiences represent the company with what they post on social media and can become brand ambassadors on several topics concerning the organization, including its culture, environment, business habits, etc. In the same token, unhappy or uninformed internal audiences can turn to their personal social media outlets to air their concerns or complaints about the company when they feel like the company is not communicating with them properly or providing effective outlets for communication within the organization. While a company typically has very little control over what an employee posts on his or her personal social media or blogging sites, a company can minimize ill feelings by ensuring that internal communication is effective and efficient within the company.

Effective internal communication also has many other benefits for the company and its internal audiences. Internal communication can improve the effectiveness and cohesiveness of an organization by keeping everyone informed about things that are going on within the company. When something happens within the organization, whether positive or negative, it is crucial for internal audiences to be informed before external audiences. When internal audiences are well-informed, they can confirm or deny any speculations made by external audiences, and they will not be blindsided by information from outside sources. This helps internal audiences to feel secure and confident in knowing that the organization is transparent and honest with its employees. Internal communication also encourages a climate of openness and transparency while giving internal audiences a safe place to address problems and gain quick responses. This also signifies respect of all internal audiences at all levels by providing a space for open feedback and communication (Community Tool Box, 2018).

According to the PR Council (2018), the first step in effective internal communication is listening. Listening goes beyond hearing or seeing a message from another; listening is a five-step process that involves receiving, attending, understanding, responding, and remembering (Kline, 2012). All of these steps should be followed during the internal communication process to exhibit effective and intentional communication. Organizations should provide outlets for open communication and feedback between the organization and its internal audiences. While there are several different methods an organization can use to promote and maintain internal communication, the most common methods are an internal intranet site, corporate instant messaging application, and email communication. Organizations have also implemented traditional internal communication strategies, such as routinely scheduled corporate meetings and internal newsletters. A company can use one, a few, or a combination of all of these methods for internal communication; at my current place of employment, all of these strategies are used. The best method of internal communication for an organization depends on the culture, climate, and level of accessibility within the organization.

Internal communication is pivotal for an organization, especially during a crisis situation. According to PR Council (2018), disengaged and uninformed internal audiences cost the US economy $370 billion annually, while engaged employees save organizations an average of 5% or more annually. If employees are well-informed and able to easily communicate within the organization, they can often assist with external communication during crisis situations. If internal communication is ineffective during these moments, however, internal audiences could make the situation worse, or disconnect themselves from the organization altogether.

A great example of effectively using internal communication to resolve an external public relations crisis occurred in 2011 when a University of Alabama student poisoned a landmark tree on the campus of Auburn University. During this crisis, Auburn University stayed in constant contact with internal audiences, updated them quickly and constantly on the status of the situation, and, most importantly, continuously encouraged internal audiences to remain positive and refuse retaliation against the University of Alabama and the student who committed the act. Ultimately, the crisis was resolved without any reputational damage on the side of Auburn University largely due to effective internal communication (Waters, 2012).

What if Auburn University had not taken internal communication seriously in this case? If the news had broken out externally before the internal audiences were made aware, and if Auburn University had not promoted positivity and consequences for retaliation, it is very likely that internal audiences at Auburn University would have retaliated. When people are not kept informed and feel as if the organization is not handling a situation properly, they often take matters into their own hands. This would have likely resulted in a deeper communication crisis and reputational damage for Auburn University.

All strategic communication professionals can take a lesson from this case study on the importance of internal communication. After initially informing internal audiences about the incident, Auburn University maintained effective internal communication throughout the process by providing updates, addressing the concerns of internal audience members, and creating and promoting a positive environment. Internal communication is a ongoing and routine process that should happen on a daily basis within an organization.