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Most organizations, whether public or private should understand the importance of strategic communication with customers and stakeholders. A successful conduit is marketing communication specialists to produce plans for external and internal use. In the private sector usually more income; in the public sector usually improved public relations.

Few organizations today plan an internal communication strategy of when and how information should be communicated. Internal communication strategies are generally developed reactively, usually when there is a crisis that requires addressing. When communication is planned out, it is often around upheavals like major corporate change, layoffs, downsizing, and technological changes. Internal communication planning can be a proactive approach to building a better, more directed and efficient workforce.

The Advantage of Strategic Internal Communication:

There is a strategic advantage for organizations that incorporate a consistent communication methodology. This foundation should link training to support the cultural goals. A well written communication plan (e.g. newsletters, billboards, slogans, etc.) Also consistent management communication with common messages in a number of forums (e.g. performance management, department meetings, reward and recognition programs, etc). The most important advantage is managements' behavior which has to be consistent with the tone via communication channels.

If you wish to create a workplace that employees are working towards the same goals, and the same rules, internal communication is the key to success. 

The first step is to formulate a plan with a long term perspective. Tactical communication planning is more reactive and tends to be short term in nature, whereas longer term projections are more proactive.

Consider a broad approach to communication with these key elements:

• Long-term focus

• Clear values, goals

• Comprehensive, pervasive methods

• Consistent messages

The details of how you plan for internal communication depend mostly on the size of the organization. In a small organization, a branch manager or director may draft an internal communication strategy. In larger organizations, internal communications will include more players (e.g. senior executives, managers, HR, etc).