From Information to Impact: Educating Your Organization on the Value of Internal Communication
As an internal communication (IC) professional, you hold the key to unraveling the mysteries behind your role and the immense value it brings to your organization. At least one person clearly saw the potential, and that's why you're here. Let's face it though—with a fledgling team, or even as a team of one, your function may be shrouded in misunderstanding, as we've discussed in a previous blog post. That's why it's absolutely crucial to educate your organization about your worth.
Educating your organization isn’t a one-and-done effort. It’s a series of ongoing activities, including:
Clearly defining the role—Start by solving IC’s identity crisis. Explain how it contributes to achieving business objectives, building a positive corporate culture, and fostering employee engagement. Emphasize that IC is not just about disseminating information but also about driving organizational success. More on that here.
Tooting your own horn—Share success stories and case studies that demonstrate the impact of IC initiatives. Highlight instances where effective communication improved employee morale, increased productivity, or positively influenced business outcomes. Concrete examples can be powerful in illustrating the value of your function.
Providing data and metrics—Collect and analyze data that demonstrates the tangible benefits of IC. This could include metrics such as employee satisfaction surveys, engagement levels, employee feedback, or the impact of communication on specific business key performance indicators. Presenting data-backed evidence can be persuasive in showcasing the value of your work.
Aligning with organizational goals—Show how IC supports broader organizational goals and objectives. Explain how effective communication helps in achieving strategic initiatives, such as improving cross-departmental collaboration, fostering innovation, or enhancing customer service. When colleagues and bosses understand the alignment between IC and organizational success, they’re more likely to recognize its value.
Providing training and resources—Offer training sessions or workshops to colleagues and bosses on effective communication practices. This can help them understand the importance of clear, consistent, and transparent communication. Provide resources such as style guides, templates, or best practice documents that enable others to enhance their own communication skills. By empowering others to communicate effectively, you demonstrate the value of your expertise.
Fostering relationships and collaboration—Build relationships with colleagues and leaders across the organization. Collaborate with different teams and departments to understand their specific needs and challenges. By actively engaging with others and demonstrating your willingness to support their communication efforts, you can establish yourself as a valuable resource and advocate for effective IC.
Sharing industry insights—Stay up-to-date with the latest trends and best practices in IC. Share relevant industry insights, research findings, and benchmarks with your colleagues and bosses, especially if your boss isn’t a communication professional. This positions you as a knowledgeable professional and helps others recognize the evolving nature of communication and its impact on organizational success.
Remember, consistent and proactive communication is key. Continuously reinforce the value of IC through various channels, such as team meetings, newsletters, intranet platforms, or regular updates. Every interaction you have with someone is an opportunity to educate them about the power of IC. By consistently educating others about the value of your function, you can foster a culture that recognizes and appreciates the critical role of IC in achieving organizational goals.
