In every organization, the internal communication tools are essentially the same. The difference is how the tools are used. Is there a plan? Do you have clear objectives? Can you measure the effectiveness of your efforts? This is where a strategic approach to research, analyze, communicate, and evaluate comes in.
Part of developing a solid plan, is determining which communications vehicles are appropriate for your message and your audience.
The following matrix shows the various tools and how they can be employed.
|Communication tool||Some common uses||Top down -management driven||Bottom up -employee driven||Lateral -management and/or employee driven|
|Employee publications - paper or electronic||Keep employees informed of business information, direction, progress, and goals
Encourage quality improvement, increased efficiency, improved service, and greater social responsibility
Information about company programs and initiatives
Recognize employees' achievements/successes
|Employee Intranet||Document philosophy, values, guiding principles, history, awards, founders, organizational successes
Info on benefits, pension, profit sharing, safety, recreation programs, training, policies and procedures
New employee orientation
|Ongoing day-to-day communication
Updates on important issues or changes
Documentation of policy or procedural or other significant changes
|Inserts/enclosures||Payroll stuffer or insert in publication
Important notices regarding changes in benefits or procedures or other significant changes
|Large group meetings||Company vision
State of the nation address
Major change initiatives
|Small group meetings||Team building
|Bulletin board||Upcoming events
Notices about changes
Promotion of company programs
|Social media||Brand/reputation management/profile
|Grapevine<||Fast and effective way to disseminate information about company happenings and issues.
|Video||To promote brand
For major organizational initiatives
For training and orientation
To celebrate milestones such as anniversaries
|PowerPoint slides||For major organizational initiatives
To communicate the company vision/mission/goals
To communicate benefits information
|Vodcasts/podcasts||State of the nation address in geographically disperse organizations
|Face-to-face||Reinforcement of all communications|
|Displays/exhibits||Highlight company or program information
Generate inquiries for more information
For help or guidance with your internal communications strategy contact Sandra Thornton.
More on Internal Communications:
"The ultimate result of communication in your organization - good or bad - is on the bottom line. Communicators can help organizations improve their effectiveness."
Sandra was honored with an appointment to the College of Fellows of the Canadian Public Relations Society (CPRS) in January 2011.