The Delta Media P.R. Clinic

Think Inside the Box:
Make internal communications a priority

By Bernard Gauthier, MA

I have been writing this modest column since 2002 and it struck me as I prepared this month’s edition that I have never before written on the topic of internal communications. I am guilty, I must now admit, of exactly the kind of oversight this column is designed to help you avoid.

Too often, we reduce public relations to “external” publics and underestimate the vital role that our internal audiences can play in the success of an organization. Our employees and volunteers are quite often among the “champions” I wrote about in my previous column. They are also effective ambassadors for your organization and can add their voice, energy and creativity to your external communications efforts. For all these reasons, internal communications needs to be a priority for associations.

How do you go about making internal communications a priority? First, make it a priority to listen carefully to your internal audiences. Survey employees and volunteers at least as often as you do your members. Train your managers to be effective communicators (especially listening skills). Establish formal and informal channels so your internal audiences will feel comfortable communicating their concerns, ideas and success stories with the organization.

Second, allocate the financial resources for effective vehicles with which to reach your internal audiences. Ensure you have a regular vehicle to announce news and share plans and priorities. Avoid using straight email for this purpose however, as the email inboxes of these audiences will already be chockfull of competition. A more richly designed and interactive e-newsletter will stand out and help drive people to your intranet. Be sure to also create opportunities for face-to-face communications with managers and executives. There is simply no better way to show you value your people and to communicate complex messages.

Third, if possible, dedicate some human resources to internal communications. In my experience, it helps to have one person who is responsible for communicating with employees and volunteers. When a single person is responsible for both internal and external, as I demonstrated at the top of this column, the bias towards external communications can limit the attention internal audiences will receive. Have someone in your office who will be there to ask “What’s the best way to share this information with our internal audiences?” and then see to it that it happens.

As an added benefit, paying attention to employee communications will no doubt help your organization recruit and retain the skilled people you need to succeed. Statistics Canada (The Daily, July 17, 2007) reports that the fastest growing age group in Canada since 2001 consists of people nearing retirement (ages 55 to 64).  The same study reports “that there are barely enough young people entering the working age group to replace those approaching the age of retirement.” The need to attract, understand and retain this next generation of association leaders is a final and compelling reason to make internal communications a priority.

That’s why I promise not to wait another five years for my next column on this topic.

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