Communicating strategically with employees is a powerful tool towards organizational success. As a result, people who work in support of internal or employee communications programs play an important role.
The main role of an internal communications manager or specialist is to work with organizational leaders to develop communications strategies that create change or specific behaviors. Excellent internal communications initiatives include the following examples:
- One company educated staff to understand its financial statements in relation to their jobs. All employees met in small groups to discuss the numbers and how their work affected the company’s bottom line.
- Employee understanding and attitudes is measured before a communications program is implemented. After an internal communications initiative is introduced, this understanding is continuously measured to determine if the improved communications is making a difference.
- An example of using an effective internal communications tool is found in a Microsoft case study. Theme park giant Six Flags improved its employee communications, particularly with seasonal workers, by using an intranet portal that has increased productivity with improved access to information.
Internal Communications Jobs Part of Organizational Strategy
Internal communications leaders select communications tools only after determining the measurable objectives that will help the organizational meet its goals. As noted by many internal communications specialists, the tools used will vary depending on the employee audience needs and can include:
- gace-to-face strategies that involve managers and supervisors in being effective interpersonal communicators in small group settings or larger town-hall sessions
- social media that engages employees in a real-time conversation about their organization
- traditional organization publications, such as magazines and newsletters, that reinforce the key messages of an organization and its mission and values
- video, webconferencing and streaming video content that allows employees to engage with organizational issues in a highly visual format
Internal communications specialists and managers often hold an undergraduate degree in communications, public relations, English or journalism. Writing and being able to demonstrate excellent interpersonal and presentation skills are essential to being successful in the specialized field of internal communications.
Some universities now offer specialized advanced degrees and certificates in internal communications. These new educational offerings demonstrate the rise in internal communications jobs and the need for trained communications professionals.
At Kingston University in London, England, for example, students can earn a Master of Arts degree in Internal Communications Management. The program develops interpersonal and leadership skills and understanding of the importance of communication and change in the organizational context.
Internal communications is a growing field and university degrees in communications, journalism, marketing and business position people well to work in these roles.
Shelley Aylesworth-Spink - Shelley Aylesworth-Spink has worked in support of communications, marketing and advertising for nearly 25 years in the private and public ...
