Internal communications is probably one
of the less explored fields in the world of corporate communications
but it is one of the most important elements in the process of
building a strong reputation and corporate image.
From my personal experience, I had the
opportunity to know some companies keen on improve their image
without working in important aspects of their corporate identity
which means an effective process of internal communications.
But, what is internal communications?
Internal communications is the process
of generation of messages throughout the whole company as an holistic
perspective, and it is always present in every human actavity.
There is always internal communications
from the beginning of the company, and it is shaped according to the
business culture and its core values.
These insights are very important for
us to understand the necessity to manage the flow of messages around
the organization as a way to develop a strong identity that will be
later the base of a successful reputation.
Why is important internal
communications to build a strong reputation?
Workers and employees of the company
are the most important ambassadors of the company. They know the
business, the good points and their dirty little secrets. People
outside will tend to believe what they say about the brand, the
company and its leaders, no matter how millionaire our advertising
campaign is; workers build the business reputation from inside the
organization.
If you people are not happy, believe
me, there is no way to develop a good reputation among you key
stakeholders.
How to develop a successful internal
communications plan?
To develop an Internal Communications
plan, first of all you have understand what is your position inside
the company organization. It look pretty obvious, but it is extremely
important to identify your possibilities and future resources in
terms influence among the leaders of the organization, as well as the
board of managers.
- Looking for key information
At this point you need information
about the company operations, history and important milestones in the
past. You also need information about its present activities and a
prospective vision about the future. You also need information about
your managers board: who could be you ally when you “sell” your
ideas, who could buy your projects easily.
- Analize the business corporate culture
How is your corporate culture? What are
their main core of values? Not only the written ones, but those which
are put on practice every single day. Look carefully how is the
company behaviour facing internal and external troubles. To do that,
you need to develop your observation skills, this is a must.
I mean, you need a strategy about the
strategy. What are you going to to first and how it is going to be
presented. You are already supposed to know your allies and main
listeners. You are also supposed to know the best moment to attack.
So, it is important to design a little strategy to present you
communication strategy.
Now you have the manager's approval to
start working, what kind of formal investigation you need? Primary
information? Secondary information? According to that you will choose
the appropriate kind of tools of investigation: Focus groups,
interviews, surveys, direct observation, etc.
- Identification of main audiences.
You have to determine who are you
primary and secondary audiences. Remember, in the frame of an
Internal Communications project, your primary audiences are those who
you want to influence in order to change, or even maintain, a
behaviour. Your secondary audience are those who can help you to do
it: managers, middle managers, supervisors, team leaders, etc.
- Identification of communications
problems
You need to identify your problematic
frame. What are the elements that are part of you communications
problems inside the company: motivation, values, rules, organization,
lack of identity, etc.
- Setting communications goals.
Communications goals are about change
of behaviour, and include the wished behaviour, the time it will be
reach, and the way you will measure it. Remember, communications is
about influence, and change of attitudes and behaviour.
Communications messages are one of the
most important part of your strategy, and they have to reach to your
primary and secondary audiences. Communications messages are composed
by:
A promise.
An evidence.
A tone of communication.
What is the best way to reach your
audiences? Workshops, Social Media, TV, Radio, Emailing, Face2Face,
etc. There are lots of options, but you have to choose the most
effective according to your goals.
Once you have these elements clear, you
can develop your internal communication plan, according to the
established time that you have scheduled previously. Remember, the
core of you communications plan is to get coherence, motivation and
identification; without this you can't improve your external
communication and corporate reputation.
No hay comentarios.:
Publicar un comentario