Internal communication within an organisation acts like the nervous system of the human body: it transmits information, coordinates actions and ensures that all areas work in harmony towards common goals.
Without effective internal communication, even the most promising companies can face difficulties. Planning this activity improves information flow, strengthens team cohesion, and fosters a positive organisational culture.
In an increasingly dynamic business environment, a well-structured internal communication plan is essential. Employees must feel informed, valued and aligned with the company’s mission.
Below, you will find a practical five-step guide to designing your plan step by step.
Stage 1: Diagnosis and analysis
The first step in developing an Internal Communication plan is to carry out an exhaustive diagnosis of the situation. This involves assessing the current state of communication within the company and understanding the needs and expectations of employees.
Assessment of current status
- Analyse formal and informal communication channels.
- Review how employees perceive the information they receive.
- Use surveys, interviews, or focus groups to gain a clear understanding.
Example: an anonymous survey may reveal that important information is not arriving on time or is not being communicated clearly.
Identifying needs and expectations
- Define what type of information employees wish to receive.
- Determine the ideal update frequency.
- Identify the most effective channels (email, intranet, meetings, etc.).
Example: Employees may prefer weekly newsletters and monthly meetings to discuss progress.
Stage 2: Defining objectives and strategies
Once the diagnosis has been completed, you should define the Internal Communication objectives and the strategies to achieve them. These objectives must be aligned with the organisation’s vision and mission, as well as respond to the needs identified in the previous step.
Setting clear objectives
Objectives should be specific, measurable, and achievable.
They may include:
- Improve internal transparency.
- Increase employee engagement.
- Promote a culture of feedback.
Example: ‘Increase the number of employees who feel informed about strategic decisions from 60% to 80% in six months.’
Development of strategy and tactics
Define the actions that will bring you closer to your goals:
- Choose the appropriate channels.
- Set the communication frequency.
- Define the tone, style, and format of messages.
Example: If the objective is transparency, one tactic could be to send out monthly newsletters with updates on projects and results.
Stage 3: Implementation of the plan
This is the stage where the defined tactics are put into practice. This phase requires careful organisation and coordinated execution to ensure that all elements work together effectively.
Creating an action plan
Develop a detailed and time-bound action plan indicating when the different initiatives will be activated. This calendar should include dates for meetings, content, reports and any other planned courses of action.
Assigning responsibilities
Allocate specific responsibilities to members of the Internal Communication team to ensure that all activities are carried out as planned. Appoint those responsible for drafting content, organising meetings and updating communication channels. In many organisations, it will be the Human Resources department that takes responsibility for employee welfare issues, while the Marketing team can liaise with the other departments to share information and actions on product and service developments.
Stage 4: Monitoring and evaluation
Monitoring and evaluation, both quantitative and qualitative, are essential to ensure that the Internal Communication plan is working as intended and to identify areas for improvement.
Performance tracking
Continuously monitor the performance of the Internal Communication plan. Use specific, measurable and timely metrics such as email open rates, meeting attendance and employee satisfaction surveys to evaluate the effectiveness of implemented tactics.
Assessment and adjustment of the plan
Evaluate the results obtained and adjust the plan as necessary. The feedback you get from employees will be crucial at this stage. Conduct regular surveys to gather their opinions and suggestions.
Stage 5: Fostering engagement and corporate culture
Internal Communication is not only focused on conveying information; it is also a powerful tool for fostering engagement and building a strong corporate culture.
Promoting participation
Encourage the active participation of employees in Internal Communication activities. Create spaces where they can share their ideas and opinions, such as online communities.
Acknowledging and celebrating achievements
Acknowledge and celebrate employees’ achievements to strengthen their commitment to the company. Use Internal Communication channels to highlight individual as well as global successes. For example, a monthly newsletter could include an ‘Employee Spotlight’ section recognising their most recent successes.
Feedback culture
Foster a culture of continuous feedback where employees feel comfortable sharing their opinions and receiving constructive feedback. Implement anonymous mechanisms and open sessions for this, seeking discussion on areas for improvement and encouraging best practice.
Developing an effective internal communication plan is an ongoing process that requires consistency and evaluation.
If you follow these five steps:
- Information will flow more efficiently.
- Employees will feel more valued and committed.
- The organisational culture will be strengthened.
Ultimately, strong internal communication drives engagement and contributes to the overall success of the company.
