Top 5 Internal Communication Mistakes to Avoid in 2025
Happy New Year!
I welcomed 2025 in classic style: Times Square on the screen, pajamas on, and zero regrets about skipping the crowd.
The new year feels like a crisp, blank page. Let’ make sure we’re not just re-writing 2024 with a new date at the top. Last year, I noticed five recurring internal communication (IC) challenges in my client work. Here they are, along with how to avoid them in 2025.
The Usual Suspects: 5 IC Mistakes to Watch For
1. Not Understanding the True Value of IC
IC isn't a content factory—it’s the engine that inspires, engages, and informs. Personally, I like IC to be known for:
Strategic Communication—Getting the right messages to the right people, at the right time, in the right way.
Collaborative Partnership—Teaming up with internal partners to create communication strategies that actually work.
Executive Counsel—Advising leaders to help steer the ship in the right direction.
Storytelling—Crafting stories that grab attention and inspire action.
IC is more than just sending out emails—it’s shaping the narrative and driving change.
2. Not Advocating for the Function
Self-advocacy is key, whether you're leading the function or not. For IC professionals, it means knowing your strengths, communicating effectively, and asserting yourself with respect. It’s essential for proving your value, hitting your goals, and getting the resources you need. For those overseeing or partnering with IC, it means recognizing that the function is more than just a postal service. Know its true worth (see previous bullet) and advocate for it accordingly.
3. Not Setting Expectations and Accountability for IC (Especially Leaders)
Effective communication isn’t just the job of the IC team—it’s everyone’s responsibility. According to Forbes’ State of Workplace Communication report, poor communication hurts productivity, job satisfaction, stress, and trust. Leaders, in particular, set the tone, and IC pros should be their advisors. Baseline expectations for leaders might include:
Helping employees understand what matters most
Modeling transparency and authenticity
Inviting two-way communication
And it doesn’t stop there. Everyone in the organization has a role to play. Clear communication standards, proper training, and shared accountability ensure IC isn’t just a department—it’s a collective effort.
4. Thinking Outputs Alone = Success
I often see organizations (and sometimes IC folks) proudly declare, “We sent an email, so we communicated.” Uh, no. In a data-driven world, we need to measure more than just what we send—we need to measure what we achieve. Outputs (newsletters, emails, etc.) are fine, but outcomes (employee engagement, retention, behavior change) are where the magic happens. And it doesn’t end with measuring. We’ve got to analyze the data, learn from it, and actually use it to improve.
5. Forgetting the 'Red Thread'·
IC is the “red thread” that ties everything together in an organization, connecting culture and employee experience. Culture is the shared set of values and norms that guide behavior, and IC shapes it by reinforcing those values and aligning everyone. When communication is clear, employees feel connected to the mission. When it’s poor, they feel left in the dark. Employee experience spans the entire journey, from onboarding to alumni status, and IC impacts every step. Done well, it builds trust and engagement. Done poorly, it breeds confusion. The bottom line? Good IC doesn’t just support culture—it actively shapes it, with engaged employees staying longer, contributing more, and fostering a positive workplace.
