As we near the end of 2024 and internal communicators plan for 2025, reflect on this conversation between Riya, an Internal Communications Lead and James, a HR Business Partner on business value and share your thoughts.
A midweek catch-up in the office café. Riya is nursing her coffee while James pulls up a chair with a curious look.
James: “Riya, I just came out of a leadership meeting, and they were… well, buzzing about how communications needs to up its game next year. They feel we’re, and I quote, ‘playing it safe.’ What’s the plan?”
Riya: (sighing) “James, I’ve heard that before. ‘Play it safe.’ ‘Try something edgy.’ ‘Go big.’ But have you noticed how these conversations rarely focus on outcomes?”
James: “Fair point. But you know how it is—new year, new expectations. Everyone wants shiny, headline-grabbing initiatives. It’s a bit of a balancing act, isn’t it?”
Riya: “True, but let me ask you this. What’s the point of launching something shiny if it doesn’t resonate with employees or align with business goals? I’d rather double down on what’s working than chase something flashy just to tick boxes.”
James: “I hear you, but there’s this lingering perception that if you’re not constantly innovating, you’re stagnant. That the comms team is out of ideas.”
Riya: “Innovation doesn’t always mean doing something new. It can mean doing fewer things better. I’m revisiting our campaigns to see where we’ve truly moved the needle, be it engagement, behavior changes, alignment with business strategy. Anything that doesn’t add value? It’s gone. Let’s not confuse busyness with impact.”
James: (nodding slowly) “Makes sense. But how do you sell that to stakeholders who think ‘less is more’ is just an excuse for doing less?”
Riya: (smiling) “By proving our worth with metrics, not noise. The message to stakeholders is simple: We’re not in the business of novelty. We’re in the business of effectiveness.”
James: “Fair enough. Sounds like a pitch I’d back. Let me know if you need help managing the crowd!”
As Riya and James finish their coffee, a question remains: How can internal communicators strike a balance between meeting stakeholder expectations and staying true to impactful communication strategies?
