Effective internal communication is critical during company transformations, requiring planning, coordination, and understanding of employee needs. Clear alignment between employees and customers through a shared brand purpose is vital. This communication must be proactive, ensuring consistent messaging that resonates internally and externally. Establishing a core narrative that is flexible for various audiences is crucial. Additionally, designating ownership of the message ensures integrity and accountability, allowing for necessary input from stakeholders before final decisions are made.
A clear brand purpose that aligns the interests of employees and customers is the cornerstone, of course. In moments of change, internal communications must be proactive and embedded in the rhythm of change, which means you structure for strategic sensing and orchestrate the delivery of clear signals. Interdependence and transparency between People and MarCom leadership are indispensable.
Effective alignment starts with a clear core narrative, tailored by audience but grounded in one strategic truth. Internally, I brief leaders early, arm them with FAQs and reinforce the message via written comms, town halls and small group sessions. Externally, I ensure the same core story flows through PR, customer and partner channels.
Ownership of the narrative and message is key. The owner of the message has the responsibility to get appropriate input-and debate, when needed-from key stakeholders. Once the message (and, potentially, tone) is agreed upon, one person or team should be designated as the final authority.
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