Recently, while attending a presentation in a cramped conference room, a new team member subtly leaned over and asked, “What do you do here?” Out of the side of my mouth, I whispered back, “Internal Communications.” The guy nodded knowingly. “So you’re the writer.” I sat back and sighed.
Internal/Employee Communications is my passion. I believe employees are the heart and soul of an organization. Their energy, commitment and stories inspire me every day, and data shows that when a company’s employees are informed and truly engaged, the company is more successful.
When I launched CommsLede Consulting in 2013, I knew I wanted to work with folks that appreciated sound messaging and a good story, well told. I also wanted to be around people that understood that Internal/Employee Communications extends far beyond writing.
I’m always flattered to be branded a “writer” – an art and craft I profoundly appreciate. I do, however, get frustrated when folks imply that strategic Internal Communications are confined to writing about the work of a leader, team or organization. This is because Internal Communications – and the requisite messaging, sequencing, packaging, delivery, measurement and ongoing dialog required to help it resonate with associates – relies on a completely different set of skills than copy writing.
The true alchemy of Internal Communications happens when a well-told story directly supports a smart, well-defined strategy.
Internal Communications is about crafting messages and an overall tone the way a good writer does, but it’s also about sequencing and reinforcing the communications, identifying the proper channels, branding them effectively, being aware of competing messages or sensitivities and ultimately distributing these communications to drive the best ROI for your organization – all while viewing the whole process through the employee lens. It’s also about measuring results, so you can improve your communications (and ROI) the next go around.
Sound messaging and strong writing skills are certainly the table stakes for Internal/Employee Communications. But a strategic Internal Communications approach makes the writing work for you.
If your team simply seeks writing support, you’ll want to source a great copywriter. If you want that writing to continue to pay dividends, though, consider a strategic Internal Communications approach.
