This article first appeared in Strategic, where I am a contributing author.
Internal communication (IC) is often underestimated, dismissed as a simple task anyone can handle. Leaders assume that drafting an email or creating a PowerPoint slide for employees is no different from managing external communication campaigns or customer engagement strategies. Treating IC as a DIY job is costing organizations more than they realize.
Internal communication is about creating alignment, improving workplace experiences, and driving a cohesive organizational culture. When done poorly, or worse, without strategic intent, it undermines trust, morale, and productivity. Yet, many organizations continue to view IC as a tactical, secondary function.
The Expertise Myth
There’s a common misconception that internal communication doesn’t require specialization. After all, how hard can it be to send a company-wide email or write a newsletter?
Think about this.
Would you let an amateur draft your external press release or design your next marketing campaign? Probably not.
Internal communication deserves the same level of expertise because it influences the most critical stakeholders, your employees.
Effective IC is about more than writing well. It involves understanding organizational dynamics, crafting messages that resonate across diverse employee groups, and strategically timing communications to maximize impact. It’s a specialized skill that bridges communication science, behavioral psychology, and organizational strategy.
The ChatGPT Problem
The rise of AI tools like ChatGPT has fueled the belief that internal communication can be automated. Leaders question why they need dedicated professionals when ‘the machine’ can churn out content in seconds. But AI tools, while useful for routine tasks, lack the nuance to address the complexities of employee communication.
An AI can’t anticipate the emotional impact of a poorly timed restructuring announcement. It can’t navigate the intricacies of cultural sensitivities or build trust through consistent, human engagement. Relying solely on technology for IC reduces it to a transactional function, stripping it of the context and care required to genuinely connect with employees.
The Consequences of Neglect
When IC is treated as a non-specialized function, the consequences are severe:
- Employee disengagement: Generic, uninspired messaging fails to resonate, leading to apathy and disconnection.
- Low morale: Poorly communicated decisions breed mistrust and frustration, especially during times of change.
- Lost productivity: Misaligned communication creates confusion, wasting time and resources.
- Damaged reputation: Internal communication directly impacts employer branding. Employees who feel undervalued and misinformed won’t hesitate to share their experiences externally.
Shifting Perceptions
Changing the perception of internal communication starts at the leadership level. It requires a deliberate effort to elevate IC from a tactical afterthought to a strategic priority. Organizations must invest in skilled professionals who can design and execute communication strategies that align with business goals and enhance employee experience.
Here are three ways to begin this shift:
- Recognize the strategic value of IC: Leaders must understand that effective internal communication drives engagement, productivity, and retention; all of which contribute to the bottom line.
- Invest in expertise: Hire qualified professionals who bring a blend of communication skills, analytical ability, and organizational insight.
- Separate IC from content creation: Shift the focus from producing content to shaping the narrative, creating alignment, and enabling two-way dialogue.
The Long-Term Impact
Treating internal communication as a specialized function has long-term benefits. It strengthens the employer brand, fosters trust during crises, and creates a culture where employees feel informed, valued, and aligned. These are essential for organizational success.
Are leaders ready to rethink their approach to IC? Or will they continue to see it as an optional extra, relegated to the sidelines while businesses chase short-term wins? The question isn’t just about strategy, it’s about sustainability.
How does your organization perceive internal communication, and what challenges do you face in elevating its importance?
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