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How can you keep internal communication relevant during a PR campaign?

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Internal communication is a vital aspect of any public relations campaign, as it ensures that your team members are aligned, informed, and engaged with your goals, strategies, and messages. However, it can be challenging to keep internal communication relevant and interesting, especially when you have a large or diverse workforce, multiple channels and platforms, and competing priorities and deadlines. In this article, you will learn some tips and best practices on how to keep internal communication relevant during a PR campaign, and how to avoid some common pitfalls and mistakes.

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Amos Mwendwa

Digital Marketing & Communications Leader | Tech Innovator | Advocate for Environmental Governance and Youth Empowerment

1 Define your objectives and audience

Before you start communicating with your internal stakeholders, you need to have a clear idea of what you want to achieve and who you want to reach. Your objectives and audience will shape the content, tone, and frequency of your communication, as well as the channels and tools you will use. For example, if your objective is to raise awareness and excitement about a new product launch, you might want to target your sales and marketing teams with catchy and creative messages, using visual and interactive media. On the other hand, if your objective is to update and educate your staff on a new policy or procedure, you might want to target your managers and supervisors with factual and concise information, using email or intranet.

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2 Choose the right channels and tools

Once you have defined your objectives and audience, you need to select the most appropriate and effective channels and tools to deliver your communication. There are many options available, such as email, intranet, newsletters, blogs, podcasts, videos, webinars, social media, chat apps, forums, surveys, and feedback forms. However, not all of them are suitable for every situation and purpose. You need to consider factors such as the size and location of your audience, the level of interactivity and engagement you want to generate, the type and format of your content, the budget and resources you have, and the metrics and feedback you want to collect.

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Shahnawaz Khan

Head- Corporate Communication at Endurance Technologies Ltd
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Before zeroing in on the best channel suited for our messaging, we need to go back to our internal stakeholders and understand their comfort and the tolls they generally use. For eg, we would not use email as the preferred channel if we want to roll out communication on safety protocols meant for our drivers and shop-floor labourers. Using channels like Whatsapp would be a better idea.

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3 Create relevant and engaging content

The content of your communication is the core of your internal communication strategy, as it conveys key messages, values, and stories to your internal stakeholders. To ensure that your content is relevant and engaging, you should consider your audience's needs, interests, preferences, and expectations. Additionally, use simple and direct language that highlights the main points and benefits of your communication. It is also important to be consistent and coherent with the same tone, style, and format across all platforms. To capture and maintain your audience's attention and curiosity, incorporate different types of content such as text, images, audio, video, infographics, animations, quizzes, and games. Lastly, use real stories, examples, and testimonials from team members, customers or partners to showcase achievements, challenges and values while building trust and credibility.

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4 Plan and schedule your communication

To keep your internal communication relevant during a PR campaign, you need to plan and schedule your communication activities in advance, coordinating them with your external communication efforts. This will help to avoid confusion, duplication, or inconsistency in your messages, while ensuring that your internal stakeholders are informed and prepared for your PR initiatives and outcomes. When planning and scheduling communication, you should decide when and how often you will communicate with your internal stakeholders, aligning it with PR campaign milestones and events. Additionally, assign tasks and duties to communication team members, such as writing, editing, designing, distributing, and monitoring content and channels. Establish rules and expectations for communication quality, frequency, and feedback, communicating them to stakeholders. Finally, measure the impact and effectiveness of communication using indicators such as reach, engagement, satisfaction, and behavior change; use the results to improve strategy and tactics.

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Amos Mwendwa

Digital Marketing & Communications Leader | Tech Innovator | Advocate for Environmental Governance and Youth Empowerment
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Develop a comprehensive internal communication plan that outlines who needs to know what, when, and how. Ensure that key messages are consistent across all channels.

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5 Encourage participation and feedback

In order to keep your internal communication relevant during a PR campaign, it is essential to encourage participation and feedback from your internal stakeholders. This will help create a two-way dialogue, foster a sense of involvement and ownership, and gather valuable insights and suggestions. To do this, you should ask questions and solicit opinions using surveys, polls, quizzes, forums, or chat apps. Additionally, you should acknowledge and respond to their input, recognize and reward their achievements and efforts, and implement and report on the changes and results. All of these can be done through email, social media, intranet, newsletters, blogs, videos, webinars or podcasts.

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Ally Boldan

Marketing Executive at Route 1 Print. PRCA and WeAreTheCity Rising Star Winner 2024. CIPR Qualified - Chartered PR.
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Internal communication is a two-way street. Internal communication doesn't work when it is closed off or one directional. Allow an open feedback loop and get the honest insight from your stakeholders that you need to make change happen.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Amos Mwendwa

Digital Marketing & Communications Leader | Tech Innovator | Advocate for Environmental Governance and Youth Empowerment
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Recognize and celebrate the contributions of team members who play a significant role in the PR campaign's success. This can boost motivation and morale.

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Abdulazeez Abdullahi fnipr, fimc

Head, Corporate Communication at Kaduna Electricity Distribution PLC (Kaduna Electric)
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It is important to keep in mind the convergence of external and internal communications especially in services industry. Internal stakeholders are often times customers/external stakeholders as well. Therefore internal communication becomes very key in reaching external audiences. With effective communication, internal stakeholders can help cascade to family and friends

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Inda Melissa Rodríguez

Corporate Communications Officer & Editor @ FirstBank | Internal and External Communications
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To keep internal communications relevant during a PR campaign: 1. Ensure consistency by echoing key external messages internally. 2. Tell employees how they can contribute to the campaign”s goals. Recognizing their contributions and showing how their work ties into the campaign’s goals can increase engagement and morale. 3. Tailor messaging to the different segments in the organization. Not all employees need the same level of detail; thus, ensuring the right message reaches the right people is key to maintaining relevance. 4. Link the campaign to company values. When employees see how a PR campaign reflects the organization’s core values, it deepens employee connection to both the campaign and the company. And these are just a few.

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How can you keep internal communication relevant during a PR campaign?

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1 Define your objectives and audience

2 Choose the right channels and tools

3 Create relevant and engaging content

4 Plan and schedule your communication

5 Encourage participation and feedback

6 Here’s what else to consider

Public Relations

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How can you keep internal communication relevant during a PR campaign?

1

2

3

4

5

6

1 Define your objectives and audience

2 Choose the right channels and tools

3 Create relevant and engaging content

4 Plan and schedule your communication

5 Encourage participation and feedback

6 Here’s what else to consider

Public Relations

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