What are the best ways to improve internal communications in a business. Our guide outlines the new thinking for better communication in your brand.
New thinking to improve internal communications
Better networking, more transparency and fewer communication gaps are crucial for corporate success. Internal communication is therefore more than just a “message transmitter” today. But what challenges does internal communication face with its new role and what does its future look like?
The future of internal communication: how does digitalization strengthen its role?
Digitization not only strengthens the role of internal communication, it changes it completely – and on several levels. On the one hand, of course, the flood of information due to new communication tools and formats should be mentioned here. The constant possibility of communication and the large number of actors and communicators blur the boundaries between internal and external.
This is already the case today, but will increase significantly in the future. Internal communication is faced with the challenge of not mourning the loss of sovereignty of interpretation, but rather seeing these developments as an opportunity to empower employees, site communicators and managers in their function as communicators.
At the same time, digital tools offer a variety of new communication options – from collaborative tools to apps that enable individualized communication. This is needed to be able to reach the target groups in the future. The task of internal communication is to make these tools available, but not only that: they have to accompany this change that digitalization brings with it.
However, this is not only “incidentally”, but only in the lead and from the beginning. This change includes more than providing and providing information about the new tools: it is a cultural change that internal communication must promote. In this role, it is irreplaceable
To what extent will managers be dependent on internal communication services in the future?
The world of work is characterized by a profound change. Away from hierarchies – towards agile, collaborative work. The role of managers is changing radically. At the same time, they should drive change.
They are affected and drivers of change at the same time. It is therefore particularly important to grasp the managers’ needs and explain them: what do the changes mean for me? What are personal ramifications? In addition to providing information, a service that internal communication must fulfill here is above all to enable managers to exchange ideas, to increase their skills and to support them in their communication with employees.
Suitable formats are, for example, bar camps, fireplace evenings or coaching sessions. This support will also be important in the future, because due to the complexity, managers will no longer be able to see everything. You are therefore dependent on internal communication, who, as a seismograph, knows the needs of employees and has to pass them on to managers. You could say that internal communication becomes a coach for managers.
What challenges and opportunities does internal communication offer in the event of a crisis?
The support potential of internal communication in the event of a crisis begins well before it starts. Because internal communication is the basic manifesto of every company. She knows the target groups, the needs of the employees, is responsible for the channels in most cases and can act as a control center in crisis situations. The main challenge is to inform everyone involved in good time – in the best case scenario, before any information is released. Transparency is particularly important here. The main opportunities are that internal communication can prevent crises in their daily work – through social listening, listening to employees and supporting the development of organizational resilience.
If this succeeds, internal communication before and in crises is already a significant protective shield.