What to Do When Your Internal Comms Budget is Your Salary

“If we want to elevate internal communication, what’s my budget?” A doe-eyed me once asked my supervisor in a new role.

“Uhhh, well…” came the long, uncomfortable pause.

“Ah, I see now. I am the budget.”

“Precisely.”

If you’ve ever been expected to achieve miracles in internal communication (IC) with no budget, you’re not alone. The theme of the day is often do more with less.

I don’t subscribe to that. When we normalize overdelivering with no resources, it sets the standard that, “Hey, look at everything you’ve achieved without investment—so you clearly never needed it.”

Cue the aggravated sigh and a dramatic collapse onto the nearest settee.

While I don’t believe in doing more with less, there are plenty of no-cost actions you can take to build momentum—and make the case for why IC deserves investment. Here are 10 to get you started.

1. Establish the purpose of IC

Write a clear, succinct purpose statement, such as: “Our purpose is to strategically ensure timely, targeted, and effective communication that inspires, engages, and informs within the organization.”

2. Understand why the organization thinks it needs IC

Is IC expected to solve a lack of employee purpose? Support a period of change? Knowing the “why” sharpens the “what next.”

3. Recognize that IC is more than tactics

Yes, IC may hit “send” on companywide emails, but a strategic process informs the who, what, when, where, why, and how.

4. Create a value proposition

Articulate how IC drives outcomes. For example: “IC connects employees to the company’s vision, fosters cross-functional collaboration, promotes continuous learning, and aligns teams for strategic success.”

5. Lead IC conversations with strategy

Shift from order taker to strategic partner with one simple question:

“What are your objectives for this?” This reframes requests from execution-focused to impact-focused.

6. Establish a service model for IC

Set boundaries and guidelines for working with IC. Whether it’s an intake form or a playbook, a service model solves the mystery of what IC does—and doesn’t—do.

7. Educate the organization

Show, don’t just tell. When people understand IC’s purpose, value, and how they play a role, effective communication thrives.

8. Measure IC’s effectiveness

The myth: “We sent an email, therefore we successfully communicated.”
The reality: Metrics like open rates, read rates, and engagement tell a far better story of what’s working—and what isn’t.

9. Look at the big picture

Keep the lights on day-to-day, but always plan for near-term and future goals to elevate IC’s impact.

10. Recognize real vs. fake fires

Not all fire drills are created equal.

  • Real fires are true emergencies—unexpected and urgent.

  • Fake fires come from poor planning or lack of education.

Knowing the difference saves time and sanity.

The truth is, you don’t need to say “yes” to everything or prove you can do more with less. Set realistic expectations for what’s achievable with limited resources—and make the case for more.

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