Get the Message: The Importance of Internal and External Communications

Who should lead?
None of the communications executives interviewed responded to the part of one question which asked about being a "leader' in calming employee fears. All saw open and honest communications from the top being fundamental, though. Several felt the CEO must be totally candid and consistent in employee communications. One made sure his CEO communicated a recent downsizing internally before holding a press conference. That said, though, no one appeared to be personally taking the lead in calming internal angst.

Several respondents varied widely on the type and frequency of employee communications they use. Some hold monthly all-employee meetings, while others wait to do it on a quarterly basis. One hosts a monthly online chat in which employees can engage directly with senior management. One respondent stood out when he said he provided internal communications messages that "empowered and enabled" employees to act on the information provided. Most seem to see themselves more as facilitators or implementers of communications, rather than leveraging their position as a "bully pulpit" with which to educate and arm a worried workforce. So, how involved should CMOs and corporate communications executives be?

While all 12 respondents emphasized open, honest and transparent communications to employees, one railed at what she saw as a growing dependence on company intranets and other forms of mass communications. This respondent said easy and low cost technologies may seem smart and look good to the organization's bean counters, but they actually do the workplace a huge disservice. Technology, she said, "….negates face-to-face discussion which remain the most credible and effective means of moving the needle in times of cultural change, crisis or other key moments."

While using e-mail is one of the best ways to quickly disseminate information, it shouldn't stand alone. It needs to be coupled with some type of in-person communications – whether it's a town hall meeting with the CEO or a manager relaying the CEO's messages directly to his staff or a combination thereof. And, the CMO, CCO or head of corporate communications should be perceived as leading the dialogue by employees and C-suite executives alike.

Next Page: Is it sales, social media, or some strategic mix of the two?