Why Every Business Needs a Dedicated Internal Communications Team




The modern business landscape is a complex ecosystem of diverse employees, dispersed teams, and rapidly changing priorities. In this dynamic environment, effective internal communication is not a luxury but a necessity. It’s the connective tissue that binds your workforce together, fostering alignment, engagement, and ultimately, success.

What is internal communications, and why does your business need a dedicated team to handle it? In this article, we’ll answer those questions and more, showcasing how a dedicated internal communications team can be a game-changer for your organization.

What is the purpose of internal communications?

Internal communications is all about ensuring employees understand your company’s direction and how their role fits into the bigger picture. When done right, your team knows exactly what’s expected of them and, more importantly, why it matters.

Internal communication fosters a sense of purpose and belonging among employees, ensuring they understand their role in the company’s broader mission.

Firstly, this heightened sense of purpose translates to increased engagement and commitment, as employees feel valued and invested in the company’s success. Engaged employees are more likely to stay with the company, reducing turnover and the associated costs of recruiting and training new talent. 

Furthermore, a well-functioning internal communications system becomes a powerful magnet for attracting top talent, creating a competitive edge in the market.

But let’s be honest, internal communications is a tough gig. It’s a balancing act of delivering open, honest, and easy-to-understand messages that resonate with everyone, while also navigating the sensitivities of the executive team. You’re not just a messenger, you’re a strategic advisor to the CEO, guiding them on transparent communication that builds trust and engagement.

The challenge intensifies when executives disagree on the need for transparency or undervalue the role of internal communications.

Remember, transparency isn’t a switch you flip on and off – it’s a continuous commitment, regardless of whether the news is good or bad. Consistency is key to building credibility and trust with your workforce.


Internal Communications Team


Not a Solo Team

Internal communications often suffers from a frustrating paradox: it’s essential yet underappreciated.

It’s a critical function that tends to be noticed only when it’s absent, rather than when it’s functioning smoothly. Although many organizations understand its importance, they often underestimate its strategic value and fail to invest in a dedicated team. 

However, recent research by the Institute of Internal Communication found that engagement was a significant 16 points higher in organizations with a dedicated internal communications team, underscoring its vital role in fostering engagement.

Establishing the right team offers several key benefits, such as:

  • Clear Roles and Responsibilities: Clearly defining roles ensures that everyone understands their specific duties and avoids overlap.
  • Improved Connectivity: Strong links with key business partners and corporate affairs counterparts foster collaboration and alignment across the organization.
  • Enhanced Efficiency and Effectiveness: Streamlined processes and workflows enable the team to work more productively and deliver better results.
  • Alignment with Business Goals: A dedicated team ensures that internal communications support the company’s most critical priorities.
  • And Much More: From boosting employee engagement to enhancing transparency, the benefits are extensive.

Therefore, building a dedicated internal communications team is a foundational step to ensure that daily operations are smooth and your employees are empowered to contribute their best work. 


Internal Communications Team


The Challenges of the Modern Workplace

Today’s workplaces are a far cry from the traditional, top-down models of the past, making smooth internal communication more important than ever:

  • Remote and Hybrid Work: First off, we’ve got remote teams spread across the globe. It’s great for flexibility, but keeping everyone on the same page when they’re miles apart? That’s a challenge. Maintaining a cohesive culture and fostering collaboration requires intentional communication strategies that bridge geographical and temporal divides.
  • Information Overload: In an era of constant digital connection, employees are bombarded with information. Internal comms must cut through the noise, delivering clear, concise, and relevant messages that capture attention and drive action.
  • Accelerated Change: Businesses are evolving at an unprecedented pace. Internal comms plays a pivotal role in communicating change initiatives effectively, minimizing disruption, and ensuring employees are equipped to adapt and thrive.
  • Diversity, Equity, and Inclusion (DEI): Building a truly inclusive workplace requires thoughtful communication that acknowledges and celebrates differences, fosters a sense of belonging, and promotes equity.


Internal Communications During A Crisis

A dedicated internal communications team is uniquely equipped to navigate these complexities. They possess the expertise to develop tailored strategies that address your organization’s specific communication challenges, ensuring that your messages resonate, inspire, as well as drive action.

In times of crisis, a company’s attention is often pulled in every direction. Executives are focused on keeping the business running, while HR is busy figuring out employee rights and regulations. But who’s looking out for the people who make the company work?

Imagine this: A major event forces businesses to shut down unexpectedly. CEOs and other top leaders are scrambling to protect the company and its investors. Meanwhile, HR team members are overwhelmed with legal questions about paying employees and following the rules.

This is where an internal communications expert steps in. Here’s what they bring to the table:

  • A Ready-to-Go Crisis Plan: They’ve already prepared a plan to communicate clearly and calmly during tough times.
  • A Trained Response Team: This team has practiced for emergencies, so they can act quickly and effectively when it matters most.
  • Employees First: They put people first. They make sure employees know what’s happening, how they’ll be paid, and what support they can expect.
  • The Big Picture: They understand the full impact of the crisis on the company, its employees, its customers, and its bottom line.
  • Honest and Transparent: They share the facts, even when they’re difficult. This builds trust and helps everyone feel more secure.


Internal Communications Team

Building an Internal Communications Team

  • Needs Assessment and Goal Setting: Initiate a comprehensive audit of your existing communication landscape. Identify pain points, information gaps, and areas for improvement. Establish clear, measurable objectives aligned with your broader organizational goals.


  • Communications team structure: Curate a team that encompasses a diverse range of expertise. Seek individuals proficient in:
  • Strategic Communication: Crafting compelling narratives that resonate with your workforce.
  • Change Management: Navigating organizational shifts with effective communication strategies.
  • Data Analytics: Measuring the impact of communications and identifying areas for optimization.
  • Interpersonal Communication: Fostering open dialogue and building trust across the organization.
  • Technological Empowerment: Equip your team with a cutting-edge communication tech stack. Invest in:
  • Robust Intranet Platforms: Facilitating seamless information sharing and collaboration.
  • Employee Engagement Tools: Encouraging interaction and feedback.
  • Analytics Software: Tracking communication performance and identifying trends.
  • Iterative Improvement: Embrace a continuous improvement mindset. Regularly evaluate the efficacy of your communication channels, messages, and strategies. Gather feedback from employees and stakeholders, adapt your approach accordingly, and foster a culture of open communication.

By meticulously following these steps, you’ll transform your internal communications from a mere operational function to a strategic asset, unlocking the full potential of your workforce and driving sustainable organizational success.



Overall, organizations that prioritize internal communication are better equipped to navigate change, engage employees, and ultimately achieve their strategic goals. By investing in a dedicated internal comms team, businesses can unlock unparalleled efficiency, foster a culture of transparency, and drive sustained innovation.

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