Picture the scene. An Internal Communications Manager enthusiastically launches a new campaign. She’s excited about it and is confident employees will get behind it.
But the response is muted. Many employees don’t engage; those who do aren’t as positive as expected. How to react? Can the situation be turned around?
We’ve all heard the old adage, “Failing to plan is planning to fail.” It’s more relevant today than ever. But even the most well-intentioned plan can ultimately be unsuccessful if certain fundamental questions aren’t considered.
What Is An Internal Communication Plan And How Do You Develop One?
An internal communication plan defines the specific activities required to achieve a business goal. Successful internal communication planning drives informed, engaged, and motivated employees.
Creating a comprehensive internal communication plan is an exciting exercise, though can feel overwhelming at the start. A lot of your time and creativity will be invested. Having an understanding of the core questions your plan must answer will ensure none of your hard work is wasted – and that the results are spectacular.
1. What do I want to achieve?
This could be achieving a specific quantifiable target or effecting workplace cultural change. Consider achievement timeframes and make sure you have the means to measure them.
2. What response do I want from staff?
It might be a physical action (such as visiting a website or taking a survey) or a behavioral change (like following a new process or adhering to organizational values).
3. How can I best reach staff with my messages?
Consider your audience’s communication preferences and working environment. The physical workplace, staff demographics and location will all exert influence.
4. How will I overcome obstacles?
Forewarned is forearmed. Recognize potential obstacles and be prepared to overcome them in order to minimize their effect.
5. How will I track and report on results?
Put systems in place to track how achievement is progressing against objectives. Measure both awareness and engagement for a full picture of campaign effectiveness.
What's The Difference Between A Communication Plan And Strategy?
An internal communication strategy defines overarching business goals in communicating with employees. It is a high-level overview that sets direction and tone, involving the input of senior management.
Internal communication plans have a clearly defined timeframe, detailing the activities and outputs necessary to achieve specific goals.
Creating Your Internal Communication Plan
To help chart your course to internal communications success, we've collated the 10 most essential questions your plan needs to address. Make sure you've answered these before creating your next internal communication plan.
All the questions, plus tips on how to tackle them, are covered in our easy-to-read guide - FREE to download through the form below.