We explain what internal communication is, its types, objectives and importance. In addition, the possible tools and channels to make an effective internal communication plan.
What is internal communication?
Internal communication It is the transmission of messages between the members of an organization or company. Depending on the objective you are trying to achieve with a message, the internal audience must be segmented and communication directed strategically for each group, according to their capacity for influence, their degree of participation or their level of hierarchy.
The importance of internal communication is ensure that the flow of information is transmitted effectively between members of a company to foster organizational culture (values and internal norms) and be able to guide efforts towards the overall objectives of the organization. This is the fundamental link that allows the performance of the different areas to be coordinated, so that, if managed correctly, promotes teamwork and improves performance which is usually reflected in the general results.
Internal communication It is part of what is known as organizational communication along with external communication, which is that which is aimed at the general public, suppliers and clients.
See also: Organizational communication
Characteristics of internal communication
Among the main characteristics of internal communication, the following stand out:
- It is aimed at an audience that is part of the company and which, in turn, can be segmented into different subgroups: employees, supervisors, directors, managers, shareholders, among others.
- Focuses on coordinating the efforts of human labor and material resources necessary to achieve the particular objectives proposed by an area or the general objectives of the organization.
- Use specific communication channels which are only accessible to members of the organization, such as emails or team meetings.
- Employ various communication strategies so that the content of the message generates the expected result in the recipients, depending on whether it is intended to inform, instruct or motivate people.
- Strengthens and preserves organizational culture which gives a sense of identity to the company.
The success of a company depends, to a large extent, on the effectiveness of its communication, both internal and external. Therefore, the better the internal communication strategies, the better the work environment of an organization will be and that will be reflected in the results.
See also: Communication
Types of internal communication
Types of internal communication can be classified according to different criteria, including record, flow and function.
According to the record
Registration is the way of expressing oneself that is chosen depending on the circumstances of the communication. Depending on the record used, a communication can be:
- Formal communication. It is communication that is carried out in a structured manner, according to certain pre-established norms or standards, such as in an official medium, a report or a statement.
- Informal communication It is communication that is carried out in a flexible and free manner, without being governed by formal protocols or rules, as happens in a chat conversation or a spontaneous talk.
According to the flow
The flow is the direction or path that communication must take so that the message is transmitted effectively, and it can occur between different hierarchies:
- Downward communication. It is the communication that is carried out from the highest positions (management or management) to the lower levels (supervisors, assistants and employees). For example: a statement about updating company policies or procedural instructions.
- Upward communication. It is the communication that is carried out from the lower levels to the higher ones. For example: an employee performance report or a satisfaction survey directed toward management.
- Horizontal communication. It is the communication that takes place between workers with the same hierarchical rank from different sectors of a company. For example: a meeting between the coordinators of each area or a new internal process policy for each team leader to implement.
- Diagonal communication. It is the communication that takes place between different hierarchical levels of different departments. For example: a meeting between the director of a specific area and a digital developer, or the exchange of emails between the marketing manager and employees of the logistics area.
According to the function
The function of communication is the objective pursued with the message, so it can be:
- Operational communication It is the communication that informs or instructs about the execution of production tasks and procedures, such as instructions or an activity coordination plan.
- Strategic communication It is the communication that aims to transmit and align work efforts with the mission, vision and general objectives of the organization, as an institutional communication campaign.
- Motivational communication. It is the communication that seeks to strengthen the commitment of members to the organization, such as recognition or a training plan.
- Resolution communication. It is communication that aims to respond to problematic or changing situations to maintain calm and balance, as an operational protocol in the face of an economic crisis.
Internal communication objectives
Internal communication must ensure that information flows effectively within the organization. Among its main objectives, the following stand out:
- Strengthen organizational culture and sense of belonging. For example, through periodic internal communications that inform about news, useful advice for the performance of tasks and values of the organization.
- Guide work according to the mission and vision of the organization For example, through instructions or tools for project management.
- Contribute to the constant improvement of teamwork. For example, through periodic performance evaluations or the promotion of fluid and transparent communication between the various areas.
- Promote participation and feedback. For example, through periodic meetings or satisfaction surveys that allow the opinions and suggestions of the members of the organization to be collected.
- Improve the work environment. For example, through events or recreational activity programs to do with work teams.
- Facilitate adaptation to changes. For example, through planned communication strategies in crisis situations or institutional transformations.
Tools and channels for internal communication
Internal communication tools and channels are the different resources and technologies that allow the exchange of information within the organization. Depending on the objectives and the type of communication in question, one or another medium will be chosen.
The main tools for internal communication are:
- Email. It is an indispensable tool for organizations, as it allows the easy and quick exchange of information in various formats (text, images, videos, among others). For example: Gmail or Outlook.
- Online collaboration platform. It is a tool that offers a virtual collaborative work space for members of an organization. For example: Microsoft Teams and Slack.
- Project management software It is a tool that allows you to plan a job and manage the resources, tasks and time necessary to meet the stipulated deadlines. For example: Asana or GanttProject.
- Internal network or corporate intranet. It is a versatile and secure tool that allows members of an organization to exchange confidential or exclusive information for internal use, as well as store data in a cloud. For example: Blink and eXo Platform.
- Posters and newsletters. They are effective physical or digital resources to draw attention or clearly inform about news and events relevant to the organization. For example: billboards in the spaces with the greatest circulation or sending periodic newsletters via email.
- In-person or virtual meetings They are essential tools for planning, debating, reporting, generating ideas and solving organizational problems. For example: weekly team meetings to analyze the progress of a project or quarterly meetings to review the achievements of the period.
- Activities to strengthen coexistence. They are tools that help strengthen the ties between the members of a team or organization. For example: the activities of team buildingsuch as games that encourage cooperation between colleagues and recreational walks during a work day.
See also: Communication channel
The strategy and plan in internal communication
The internal communication strategy is the general approach that provides a framework and guides the development of the communication plan, which includes the actions and tactics of communication itself.
The main differences between the strategy and the internal communication plan are:
| Strategy internal communication | Plan internal communication | |
|---|---|---|
| What is it? | It is the general vision of the objectives that are intended to be achieved. | It is the set of specific tasks assigned to those responsible, as well as the resources and deadlines required to achieve the objectives. |
| What do you focus on? | It focuses on the “what” and “why” questions: What do we want to achieve with our internal communication? Why is it important? | It focuses on the “how” and “when” questions: How are we going to execute the strategy? When should it be implemented? |
| Examples | Encourage employee participation in company decisions to reinforce their feeling of belonging. | Hold quarterly meetings and implement an online platform that allows information exchange and discussions. |
Steps to create an internal communication plan
Below are the steps necessary to create an internal communication plan:
- Set clear objectives. Defining the organization's goals is key to making strategic use of internal communication. The objectives must be aligned with the mission and vision of the company. For example: improving collaboration between areas and teamwork.
- Segment the audience. Understanding the diversity of an organization's internal audiences helps optimize communication, since messages are built according to the needs and interests of each sector. For example: adapt the message according to the rank of employees who will receive it and the functions of each area.
- Select the channels. The most appropriate media must be detected to transmit the message, both because they are accessible to the company and because they are effective for the correct reception of the content. For example: hold an in-person meeting every month and use an online platform to keep employees informed in real time.
- Implement the plan. It is advisable to organize the steps to be followed in an order of priorities, designate someone responsible for each task and propose deadlines for the execution of each one, in order to comply in a timely manner with the communication plan. For example: create a weekly digital newsletter that reports on company achievements, notable employees, and next steps.
- Measure and evaluate results. Analyzing the effectiveness and level of reception of internal communication is essential to corroborate whether the established objectives were achieved. For example: conduct surveys and analyze indicators that measure the interest and efficiency of the messages.
Keys to improve internal communication
Some suggestions to improve an organization's internal communication are:
- Review the problems that the organization is going through and that need to be resolved through an internal communication strategy.
- Segment the organization's audience to personalize communication according to the needs and interests of each sector.
- Make the most of the communication channels that the organization already has and evaluate whether they are being used optimally or partially.
- Incorporate new channels that are necessary for the type of communication sought.
- Determine the most convenient times to send messages and that do not invade non-working hours.
- Moderate the intensity and frequency with which messages are sent so as not to overwhelm employees.
- Implement different ways to obtain feedback, so that the feedback is complete and detailed.
See also: Importance of communication
Examples of internal communication
Below are examples of internal communication strategies that were implemented in real life:
- Promote more horizontal and collaborative communication Natura is a cosmetics company based in Brazil, which seeks to foster an open and collaborative work environment. To do this, it implemented an online platform with exclusive access for employees called “Natura campus”, which allows fluid, open communication with feedback, through regular surveys and relaxed virtual sessions with company managers. These meetings are called “Coffee with the CEO” and in them employees can interact directly with the leaders of the organization.
- Promote recognition among colleagues. Telefónica is a company that provides telephone service with presence in countries such as Spain, Mexico, Argentina and Brazil. With the objective of promoting the recognition of employees who generated a positive impact and who represented the values of the organizational culture, a virtual platform was implemented with exclusive access for company members. There, they can recognize and vote for their colleagues for their daily achievements, in order to motivate and thank company members for their contributions.
- Use an internal institutional communication platform. Airbnb is an accommodation service company for individuals and tourists. With the aim of creating a unified institutional identity among employees that is aligned with the company's mission and vision, the online platform “One Airbnb” was created, with exclusive access for employees. It offers corporate information, training, monthly meetings and an instant messaging service that also allows for the generation of spaces for debate.
Difference between internal and external communication
Organizations develop in an environment made up of an internal and external public. Internal communication is that which is directed to the members of the company, while external communication is that which involves consumers, suppliers, investors, the media, governments and the community in general.
The main differences between internal communication and external communication are:
| Internal communication | External communication | |
|---|---|---|
| Target audience | Employees, managers, collaborators and partners. | Clients, suppliers, investors, media, governments and society in general. |
| Aim | Strengthen the organizational culture and the flow of communication between company members. | Build and maintain the institutional image, promote products and services, and manage relationships with other companies or institutions. |
| Communication channels | Email, employee-only access platforms, meetings, internal newsletters, intranet services and events. | Mass media, such as press, radio and television, websites, social networks, advertising, email and mass events. |
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References
- Bonaccorsi, A. (2019). The house organ: evolution of internal corporate magazines. Pixartprinting. https://www.pixartprinting.es/
- Dozier, D.M., Grunig, L.A., and Grunig, J.E. (2013). Manager's Guide to Excellence in Public Relations and Communication Management. Routledge.
- Moreno, A., Wiesenberg, M. and Verčič, D. (2016). Excellence in communication management. Analysis of communication departments in Spain through Comparative Excellence Framework. ComHumanitas. Scientific Journal of Communication, 7(2), 1-15. https://www.comhumanitas.org/
