Why Internal Communication Is Often Considered an Outsider
Internal communication (IC) is an incredibly valuable, yet often misunderstood, function within organizations. The overwhelming perception within your organization may even be that IC is an outsider—a function that doesn’t bring true, tangible value. If that’s the case, it’s helpful to understand why those sentiments may exist. After all, knowing your enemy means you’re better prepared to confront them—and triumph. IC may be considered an outsider for any one of the following reasons.
Lack of Strategic Importance—If your organization doesn’t see IC as a strategic function, it may not have the same level of importance as other areas such as marketing, sales, or external communications. As a result, you may not get the resources, budget, or attention you need.
Limited Understanding of Its Value—Organizations sometimes view IC as an operational or administrative function rather than a strategic one. This means the organization doesn’t fully understand the value of effective IC in improving employee engagement, aligning employees with organizational goals, and enhancing productivity and collaboration.
Focus on External Communication—Organizations often prioritize marketing and public relations, as it’s often more obvious how they directly impact the organization’s image, reputation, and bottom line. IC, on the other hand, often requires more explanation and education about how it impacts those things.
Siloed Mindset—Organizations that are deeply entrenched in siloes may think IC is just your responsibility, rather than being a shared responsibility across the organization. This siloed mindset can limit the strategic alignment of IC efforts.
Lack of Measurement and Metrics—Unlike external communication efforts, which are often measured in terms of tangible outcomes such as revenue, customer engagement, or brand awareness, measuring the impact of IC can be more challenging. The lack of clear metrics and data to demonstrate the return on investment of IC initiatives may result in it being overlooked or undervalued.
Ineffective Execution—If your IC predecessor was not a success story, you may be inheriting a legacy of poor execution or inconsistent messaging that led to confusion, lack of trust, or disengagement among employees. When IC fails to deliver the desired outcomes, it may be seen as less important or less effective.
