WEDNESDAY 20 APR 2016 11:14 AM


Internal communication is arguably the most integral function in place in any workforce.

Its correct application ensures the employees of an organisation are safe, happy and knowledgeable about the business; it fosters a sense of business belonging, which often reflects on the external perception of an organisation.

Despite this, however, a recent survey carried out by global recruitment specialist for corporate and marketing communications, VMA Group, suggests robust communications strategies are not being sufficiently developed by internal communications teams.

Its fifth annual internal communications market survey, ‘Inside Insight’, suggests communications strategy is so lacking within organisations, that around one third of internal communications professionals admit to having no clear strategy in place.

However, this is not the only surprising statistic. From the two thirds of survey respondents with a strategy, around 50% admit to reviewing these as little as once a year; others assess their internal communications plans only on an extempore basis.

Worryingly, the findings by VMA Group suggest such a widespread lack of planned corporate communications strategy is to detriment of the internal communications profession. Despite its importance, some business professionals cite it as unnecessary, a position exacerbated when an internal communications strategy is perceived as haphazard – or even non-existent.

Conversely, internal communications are an effective means by which to align the needs of a business with its audience, stakeholders and business leaders. When implemented correctly, internal communications foster great partnerships, and aid the overall function of an organisation.

It therefore follows that a productive communications strategy allows for a more productive organisation, and workforce.

In a press release, Andrew Harvey, director of internal communications practice at VMA Group, says, “By failing to develop and regularly review a strategy, these teams are essentially setting themselves up to fail.”

“Without a strong internal communications plan in place that is aligned to business goals it will be impossible for professionals to demonstrate to the board the real value of their work. This, in turn, will only exacerbate the recurring belief that internal comms is ‘fluffy’ and a nice to have, rather than a critical business function.”

Perhaps developing a universal framework, around which internal communicators can tailor their own organisational needs, is the first step towards ensuring an effective and admirable internal communications strategy is in place in every company.