How to Build Credibility as an Internal Communication Advisor

Credibility is a magic word. To be credible means being believed and trusted. It comes from consistently showing up and delivering on your promises, among other things (more on that in a bit).

For many of us in internal communication, the challenge isn’t just building credibility. It’s rebuilding it, especially when we’re resetting narratives after inheriting the ghosts of IC teams past.

I’ll always remember sitting in a conference room across the table from two well-tenured members of an organization I had just started working at. One had been with the organization for more than 15 years, and the other for about five years.

I had stepped in to lead internal communication and was less than a month into the job. The goal of our conversation was for me to learn more about their roles, the organization, and their perspectives on internal communication. Boy, did they deliver on the last part.

The most-tenured employee looked me in the eye early on and said, "Well, the comms people really don’t last long here, so I’m not sure what you’ll actually accomplish."

Oof. What a revelation.

I left that conference room thinking, "OK, challenge accepted."

Over the next few years working with that organization, I focused on building my credibility as an IC advisor and overcoming the ghosts from comms teams past. Here’s how I did that.

• Sought to Understand
  Showing genuine curiosity and interest goes a long way. This is where asking thoughtful questions becomes crucial. It helps you understand employee needs, uncover potential issues, and tailor communication strategies for greater impact. Coming into an organization and assuming we know everything does nothing to build credibility. We need to ask lots of questions and build our understanding of what’s happening. Often, the root cause of IC issues isn’t what we initially think. We have to put on our detective hats and dig deeper.

• Matched Actions to Words
  It might seem straightforward to say you’ll do something and then actually do it. In reality, many comms leaders overpromise and underdeliver, which can damage credibility. If you’re in a situation where someone is pressuring you for an answer you’re not sure you can deliver, avoid committing on the spot. Instead, say, “Let me regroup with my team after this conversation and get back to you.” Taking some time to consider your response allows you to provide a more solid answer and relieves the pressure to immediately agree. And don't forget to follow up on your commitments in a timely manner. Consistently delivering on what you promised reinforces your reliability and strengthens your credibility.

• Demonstrated Staying on Top of Industry Trends
  The best ideas for enhancing internal communication often come from outside your organization. If you’re on a small team or working solo, it can feel like an echo chamber. To break out of this, engage with professional organizations like ICology and the Institute of Internal Communication. These resources offer access to experts, disruptors, and allies in the field. Follow thought leaders on LinkedIn, not just those focused on IC, to stay updated on emerging trends and technologies that could boost your work. Community groups like Comms-unity, #WeLeadComms, and #CommsSolo are also excellent for networking and idea-sharing.

• Invested in Professional Growth and Development
  A learning mindset can significantly advance your career. As one of my mentors put it, “We’re all figuring it out. Some of us have just been trying longer.” Even with rich experience and expertise, continuous learning is crucial. Many professional communication networks and organizations offer webinars, annual conferences, and sometimes even mentorship programs. IC agencies and consultants also provide one-on-one or team coaching to help you elevate your skills. Podcasts like The Internal Comms Podcast, Engaging Internal Comms, and Changing the Terms are excellent resources as well. Choose one or more of these options to stay agile and active as a professional.

• Practiced Big-Picture Thinking
  A common trap for IC professionals is becoming too focused on specific tactics. This tactic-driven approach can limit your effectiveness. Zooming out and embracing the big picture means being strategic—considering how people, processes, and systems interconnect. Align your IC efforts with the organization’s mission, vision, values, and objectives. Avoid falling into reactionary firefighting mode. Instead, establish boundaries and guidelines to differentiate between urgent issues and distractions. See the forest beyond the trees—or whatever other corporate metaphor resonates with you.

Building credibility as an internal communication advisor involves aligning actions with words, staying updated on industry trends, and maintaining a strategic perspective. Focus on reliability, continuous learning, and understanding your organization to build lasting trust and effectiveness.