Internal Communication Tools
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 |
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| 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 |
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| 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 |
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| Ongoing day-to-day communication Updates on important issues or changes Crisis communications |
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| Memos/Letters | Important announcements Employment agreements Documentation of policy or procedural or other significant changes |
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| Inserts/enclosures | Payroll stuffer or insert in publication Important notices regarding changes in benefits or procedures or other significant changes |
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| Large group meetings | Company vision State of the nation address Major change initiatives Culture building |
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| Small group meetings | Team building Work planning Status updates |
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| Bulletin board | Upcoming events Notices about changes Promotion of company programs |
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| Social media | Brand/reputation management/profile Announcements Crisis communications Conversation |
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| Grapevine< | Fast and effective way to disseminate information about company happenings and issues. Often inaccurate. |
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| Video | To promote brand For major organizational initiatives For training and orientation To celebrate milestones such as anniversaries |
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| PowerPoint slides | For major organizational initiatives For training To communicate the company vision/mission/goals To communicate benefits information |
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| Vodcasts/podcasts | State of the nation address in geographically disperse organizations Vision/mission/goals New initiatives/programs |
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| Webinars | New initiatives/programs Working meetings Information sessions |
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| Face-to-face | Reinforcement of all communications |
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| Displays/exhibits | Highlight company or program information Generate inquiries for more information Get feedback Recruit personnel |
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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 Thornton
Sandra was honored with an appointment to the College of Fellows of the Canadian Public Relations Society (CPRS) in January 2011.
What's Sandra currently working on?
- Teaching a course on Internal Communications and Organizational Dynamics for a Western Canadian University
- Media Training Sessions for Municipalities
- Internal Communications Seminar for Leadership
- Project managing a website redevelopment for a not-for-profit
- Developing a suite of communications skills training programs for KSR Training
- Client Relations for an Online Marketing Initiative
