Get the Message: The Importance of Internal and External Communications

Peppercom recently interviewed 12 heads of communications at Fortune 500 companies, intent on uncovering the answers to two fundamental questions. Did they see themselves as a leader in helping to allay employees' fears with, as well as ensuring, transparent communications? And, did they feel empowered to suggest new and even revolutionary marketing strategies when budgets were being slashed to the bone?

How did they respond?

With confusion, calamity and concern being the watchwords of the day, only one in 12 top communicators stressed the need for internal communications to connect the dots for workers. This individual stressed that "…when senior management says employees are its most important asset one week and then turns around and closes facilities, announces layoffs, and freezes salaries and benefits the next, the communications department needs to connect the dots."

The respondent, who was also the only one to have had direct sales experience and, therefore, a broader business perspective than the others, said communicators need to bring an external perspective to internal communications. By this, he meant that communications must explain the actions and reactions of senior management from a big picture standpoint. Why were certain actions taken? What will they mean in terms of improved cash flow, competitive advantage and, most importantly, job security? Internal communications, said this executive, has to provide context and relevance in order to be accepted and acted upon by employees.

Next Page: Who Should Lead?