Developing and managing an internal communication function

Ann PilkingtonDirector, PR Academy

The evolution of internal communication

Informing and entertaining(one way)

The evolution of internal communication

Creating a ‘strong brand’(two way, but persuasive)

The evolution of internal communication

Facilitating engagement (two-way, can lead to change)

The recipe for an effective internal communication function

Informing: timely, accurate and relevant information

First ingredient….

Listening: facilitating a conversation with employees

Second ingredient….

Taking action: conversations can lead to change

Third ingredient….

Informing

First ingredient….

Effective channels

Some internal communication roles

Channel management (you need a channel strategy)Copy writingEvent managementIntranetDigital/internal social media

Business partner – faces the business

Shared services:An emerging internal communication modelFeatures:Tactical work is centralisedBusiness partner or account manager ‘faces’ the businessBenefit:Economies of scaleExpertise, ‘centres of excellence’

Shared services:An emerging internal communication model

Challenges:Making the business partner role workService level agreements (SLAs)Learn from the HR community

Listening and acting

Second and third ingredients….

In an ideal world, how would you change the amount of time spent on these priorities

Ruck and Trainor (2012)

More

Same

Less

Typical job description……..some examples Work to develop the internal communications strategic framework. As part of this, develop projects which:

Develop the ways we can engage with colleagues

Help us understand the effectiveness of Internal Communications activityIncrease communications capability across the organisationAlongside the Membership and Community Strategy, encourage colleagues to become active + engaged members

Be responsible for the content and management of all internal

communications channels.

Manage incoming requests for internal communications support to deliver an effective service.

Typical job description…….. Develop and implement the internal communication and staff engagement strategy Provide an internal communications framework based on agreed processes, policies and best practice guides, supported by appropriate channels and tools; manage a range of media and

network of content providers; devise and conduct training and awareness sessions as necessary to meet defined objectives

Advise the Executive Director and management team on major initiatives requiring extensive staff consultation and change management communications

Monitor the level of staff engagement; carry out research report on results and coordinate follow-up actions Coordinate a programme of staff assemblies and other internal events to promote social

cohesion, facilitating interaction and information sharing between organisational groups

Typical competencies…….. Able to define the business requirements for internal communications and then design appropriate projects or activities which meet them.

Copywriting/content production, content planning and editorial skills.

Skilled in building internal + external networks with appropriate people.

Ability to manage projects involving multiple stakeholders and requirements.

An understanding of digital engagement tools.

Management of external partners/agencies.

Project management + rigorous attention to detail.

The effective internal communication function ….

Gets the basics rightIs both tactical and strategicIs a trusted advisorInforms (accurate, timely, relevant)Helps the organsiation to listen and to act