As an internal communicators, ever found yourself knee-deep in designing PowerPoint slides for an event you weren’t even invited to?
Or drafting last-minute email invites because someone forgot to loop you in until the day before?
Internal communications teams often get pulled into tasks that aren’t their responsibility, leaving them stretched thin, frustrated, and battling burnout.
The reality is, while comms teams thrive on collaboration, their time is finite. Supporting stakeholders shouldn’t mean absorbing their work or firefighting avoidable messes. So, how can comms teams partner better and protect their capacity?
Engage. Set boundaries. Hold the line.
Start as Partners, Not Service Providers
If you’re seen as the team that just pushes out emails or makes things look pretty, you’ll always get the leftovers; half-baked requests, unrealistic timelines, and the expectation that you’ll “fix it.” Reset this dynamic.
- Involve comms early in the planning phase, when ideas are still on the table.
- Clarify that comms can advise on strategy and outcomes, not just distribute information.
- Encourage stakeholders to think about their own communication responsibilities. Not everything needs a comms specialist.
Define Ownership Relentlessly
Blurred lines breed frustration. Spell it out every single time.
- Who owns the content? Stakeholders.
- Who owns the audience list? Stakeholders.
- Who presses send? Maybe comms, maybe not.
Ownership grids and templates make this easier, but ultimately, it’s about culture.
When everyone knows their lane, fewer calls for rescue come your way.
Push Back Without Apology
It’s uncomfortable, but saying no is part of the job. If the request isn’t your remit or if the deadline is unrealistic, push back.
- Explain the rationale: “This is best managed by your team because you have the context.” Offer guidance, not execution.
- Suggest alternatives: self-serve templates, or a quick coaching session.
Build Self-Service Muscle
Empower, don’t enable. The more capable stakeholders are, the less they lean on comms for basics.
- Pre-designed templates for common needs.
- Messaging guidelines and tone of voice frameworks.
- Quick-reference guides for platforms and channels.
The goal? Comms becomes a strategic advisor, not an on-demand production house.
Make the Invisible Visible
Stakeholders don’t see what goes on behind the scenes. Show them.
- Share your workload pipeline. It drives empathy.
- Set SLAs for requests. Urgency doesn’t equal importance.
- Celebrate when stakeholders get it right. Positive reinforcement sticks.
When boundaries are clear and respected, comms teams can do what they do best. Create impact, not scramble.
So, next time the slide deck request lands in your inbox, ask yourself – does this really belong to me?
Want a FREE Checklist & Grid on Partnering Without Overcommitting? Comment #ICPartner on this article and I will send it over!
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