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Craft an Internal Communications Strategy

Choose communications empowerment over ownership to enable organizational strategy.

  • Communicating effectively is ever more challenging in today's operating environment. The world of work is in a state of flux, and cutting through the noise is increasingly difficult.
  • Internal communications efforts are not always strategic. Too much information can lead to overload, and too little or unclear messaging can cause misunderstandings or misinformation.

Executive Summary

Critical Insight

  • Choose internal communications empowerment over ownership to enable organizational strategy.
  • Empowerment starts with the clarity, tools, and capability to communicate effectively and guarantees an exchange downward and upward.

Impact & Result

  • An impactful internal communications strategy that directly supports organizational objectives by reinforcing key messages to make sure they drive action.
  • A workforce that is equipped with the right tools, tactics, and messages and is empowered to communicate effectively both downward and upward.

Research & Tools

1. Define internal communications objectives

Establish internal communications objectives, key results, and metrics.

2. Analyze the current state and perform a gap analysis

Conduct an internal communications audit and SWOT analysis, profile target audiences, establish the current state, and identify critical gaps.

3. Create an internal communications guide

Review and customize all components of McLean & Company’s Internal Communications Guide Template.

4. Share the strategy, plan tactics, and measure success

Establish appropriate feedback mechanisms for upwards communication, and plan for rolling out the internal communications strategy and ongoing support for communicators.

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