The Importance of Internal Communication

By: Oscar RossignoliEditor of www.image-empresarial.com

I distinguish two internal audiences: employees and shareholders or owners, with which management must interact efficiently.

Employees

No doubt, the most credible spokesperson in a company are its employees. What they say about the firm on the street is crucial and very true, "because they work there, have to know the reality of what happens there?.

Usually we worry about communicating with the world, except within downplayed as internal communication.

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I worked for a very strong company, financially speaking, wrapped in a corporate scandal that did not report anything to their employees. I noticed that the atmosphere among workers at all levels-era of uncertainty. There was lack of motivation, fear of losing his job and was losing a sense of belonging to the organization. I caught several of them updating their resumes and looking for employment opportunities in the sections of newspapers.

In addition to good working conditions, fair compensation, opportunities for advancement, recognition and enforcement, good supervision, opportunity for free expression and good business performance, employees need to be informed about the plans of the company (mission and vision) and learn firsthand the news generated by the institution.

We can not allow workers to learn what happens in "her? company through the news, and who can not answer the questions that your friends and family make them, especially when the institution appears involved in a scandal that is mentioned in the headlines of the news.

Before designing an internal communications strategy to do a survey to determine which workers know or not about policy, finance, and other important issues, so that you can make clear what information needs to be communicated.

Good internal communication is based on the following principles:

1. Management must be convinced of the importance of this activity and should also be willing to share information with employees.

2. Key messages should be used to avoid distortion writings of meaning.

3. You must use appropriate communication tools to the education level of employees and the messages must be prepared by experts.

4. We must not deliberately lie to employees

5. The information must be timely, rather than another way to reach them and distorted.

6. The information must be repeated in small doses to be understood clearly.

For internal communication campaigns suggest as communication tools:

1. Newsletters electronic (internet)

2. Letters from management to employees

3. Journal of employees

4. Publications memorial murals

5. Manuals for new employees

6. Flyer inserts in paycheck stubs

7. Annual report of the company

8. Assemblies information

Shareholders

Although shareholders are also a "public? internal communication with them deserves a special mention in comparison with that of employees. This is about communication management-shareholders (or owners).

Management has the professional support of the Department of Public Relations for a good relationship with the shareholders or owners of the company. The one-way communication at times is critical to decision making, hence the importance of making strategic vision seeking greater effectiveness and clarity. In the internal communication plan not forget to include a communication strategy to shareholders or owners of the institution.

Internal communication also recommend the above scheme:

1. Objective

2. Specific objectives

3. Considerations

4. Positioning: Actual and projected

5. Strategy and Tactics

6. Key messages

7. Communication Tools

8. Specific actions for specific audience

9. Measurement, evaluation and analysis of results

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