Don’t Wait for Permission. Prove your Internal Communications Value.

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I recently received an email from an internal communicator seeking guidance on her career. She said she was involved with executive and editorial communications and wanted to transition into internal communications formally.

I wrote this blog to share my thoughts on the topic and help practitioners on a similar journey navigate this growing domain.

You’ve spent years crafting crisp leadership messages, fine-tuning corporate narratives, and making execs sound smarter than they probably are. But now, you’re eyeing something bigger in internal communications. You want to shape company culture, drive employee experience, and make a real impact beyond just polishing leadership memos.

I wouldn’t wait for the "right time" to transition. You need to make it happen.

Address Real Employee Issues

If executive comms is about making leadership look good, internal communications is about making employees feel good, engaged, informed, and connected. It’s the engine behind culture, alignment, and business success.

Companies are finally realizing that employee experience isn’t just an HR thing. It’s a business priority. That’s where internal communicators come in. Turning corporate strategy into something real for employees.

So, how do you shift from writing for the C-suite to speaking to the heart of the company?

1. Own Your Narrative. Sell Your Transferable Skills

You already have the building blocks:

• Strong writing and storytelling
• Executive visibility
• Managing crisis communications

Now, reframe those skills for an internal audience. Instead of shaping leadership communications, talk about how you can build trust with employees, drive transparency, and create two-way dialogue.

2. Stop Watching. Start Doing

No one is going to “grant” you an internal communications role because you’re interested. You need to prove you can do the job before you officially have it. Here’s how:

• Raise your hand for internal projects: Volunteer for employee town halls, internal campaigns, or DEI initiatives. The DEI one is particularly valuable in times when there is so much of uncertainty in the world about policies and practices.
• Shadow internal communication pros: Grab coffee with the team and ask to sit in on strategy discussions.
• Pitch ideas: See an opportunity to improve employee engagement? Don’t wait. Propose a plan and execute.

3. Get Fluent in Internal Comms Tools

Internal communications is no longer just emails and newsletters. Today, it’s about digital platforms, engagement metrics, and making comms interactive. Get hands-on with:

• Intranets & Digital Workspaces – Think SharePoint etc (there are many – reach out if you need guidance)
• Enterprise Social Networks – Viva Engage (Yammer) etc —it’s all about two-way conversations.
• Analytics & Sentiment Tracking – Learn how to measure what’s working (and what’s falling flat).

If you can speak the language of internal comms tech, you become instantly more valuable.

4. Think Beyond Words. Employee Experience Is the Goal

Executive communications is about controlled messaging. Internal communications? It’s about influence, not control. Employees don’t just want to be informed—they want to be heard. That means:

• Moving from broadcast to conversation (interactive channels, Q&As, feedback loops).
• Creating emotionally intelligent comms that actually resonate—not just corporate jargon.
• Partnering with HR, IT, and business units to align messaging with employee reality.

5. Get Smart on Change Communications

Companies are in constant transformation—whether it’s leadership shifts, mergers, digital rollouts, or culture overhauls. Internal comms pros own the change narrative. If you can help employees navigate uncertainty, you’re golden.

Start by learning:

• Prosci?’s ADKAR model (look it up – there are many other change models available too)
• How to manage resistance through clear, transparent comms.
• How to make complex changes feel simple through strategic storytelling.

6. Build Your Reputation. Before the Job Title Changes

Want to be seen as an internal communications expert? Start acting like one now.

• Post about it: Share your insights on LinkedIn. Write about what excites you in the field.
• Find a mentor: Connect with senior internal comms pros for guidance.
• Show impact: Document your projects, measure success, and be ready to showcase results.

Stop Waiting, Start Owning It

You don’t need to ‘officially’ be in internal comms to start doing internal comms. The transition isn’t about asking for permission. It’s about proving your value and making yourself indispensable.

So, what’s your next move?

#careers #IC #internalcomms #communications #businessvalue #employeeexperience #writing #storytelling #leadercomms

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Who am I?

I am Aniisu, an award-winning internal communications and change leader helping individuals and organizations discover and develop their 'sweet-spot' through effective communications. As a Linkedin Top Voice for Internal Communications & Personal Branding based in Sydney, Australia, I offer insights, perspectives and solutions at the intersection of these two evolving domains. I believe that organizations are an amalgamation of employees as 'personal brands' and when we include, involve and inspire staff as partners of change, together we can amplify our presence and advocacy.

Here are resources you can use:

IC Resources (courses, forums, agencies etc)

Learn: Internal Communications Fundamentals Course on Thinkific

Read my books:

Inclusive Internal Communications (2023)

Get Intentional (book on Personal Branding) (2021)

Internal Communications – Insights, Practices and Models (2012)

Internal Communication FAQs

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