A communications professional’s day may consist mostly of developing campaigns and messaging for both existing and potential clients, but they also spend a lot of time communicating with their team, which is another crucial audience.
From the CEO to the intern, a company’s employees need to be kept up to date on what is going on within the firm and what they need to do to keep it functioning properly.
However, communications professionals may sometimes approach internal messages with the same tactics and techniques used for external ones. The Forbes Communications Council leaders believe this could be a problem.
The remainder of this article goes into additional detail about the main mistakes made by communications professionals when producing content for internal stakeholders, along with solutions.
1. They use an all-inclusive, generic approach
Given the diversity of demands and comprehension levels among internal audiences, it is problematic to assume a one-size-fits-all strategy or take a general approach without taking into account the varying roles, responsibilities, and levels of competence among internal stakeholders. Inadequate communication tailored to differences can lead to miscommunication, misunderstandings, and low participation.
2. They give excessive details
Less is often more when it comes to interacting with internal stakeholders. Giving readers too much information makes them feel overwhelmed and confused about what steps they should take next. Clear, well-reasoned messages are the most effective means of establishing a connection with your readership.
3. They overuse corporate jargon
Overusing business jargon is a typical error that can make messages unintelligible and alienate staff members. Saying “synergize our core competencies” is not the same as saying “work together effectively.” Clear communication promotes increased comprehension and involvement.
4. They unnecessarily exaggerate the excitement of the news
Updates and modifications of internal communications frequently have a distinct effect from exterior communications. We frequently overhype the news and create unrealistic expectations because we think that stories and change are interesting. Remember that even good news, like a new building or office move, is still a change, and change can be unsettling.
5. They don’t know how the information will be used
A frequent error is when the content producer is unaware of the intended purpose or the benefits the stakeholder will receive from the piece. We sometimes neglect to give our internal stakeholders the same consideration as we do our external stakeholders since we spend so much time with them. Marketers must allocate sufficient time to comprehend the content request and its underlying rationale.
6. They fail to make a distribution strategy
Only half of the work is done when creating material for internal teams. A distribution strategy that repeatedly presents the content and message to your teams and encourages them to revisit the materials you produce is required. In this way, marketing to your team is similar to marketing to your customers. It doesn’t guarantee that people will arrive just because you created it. Remember to prioritise your material!
7. They think that people will instinctively understand
It is a mistake to assume that other people know what you mean and that they will automatically care. Think of them as an audience first. Different teams will have different perspectives and you need to communicate your message in a way that resonates with their perspectives. Focus on the “why” of your message, and be precise to avoid information overload.
8. They encourage negative communication patterns
Leaders in marketing and communications should always provide an example of best practices and push the boundaries of creativity, quality, and thought leadership. Avoid falling victim to poor writing and design, jargon, shortcuts, incomplete ideas, lack of innovation, and other bad behaviours that you could encounter in other parts of the corporate world.
9. They don’t provide enough contextual information
Communications professionals should be careful not to make the crucial error of assuming internal stakeholders are aware of the background information on your message. While writing your message, providing some background information could seem monotonous, but it could be the difference between failing and succeeding. All the pertinent information should be included in a simple copy, from the background and core idea to the call to action.
10. They stop being original and forget to be creative
Equal amounts of imagination and deliberateness are needed for internal as well as exterior communication. Ensure the attractiveness, effectiveness, and engagement of your internal communications. Knowledge sharing between departments and teams is essential, and memorable and unique presentation methods help ensure that the knowledge is retained.
11. They take too long to communicate
As it may be the only thing they read, begin with the key point. Then, if applicable, go into further detail about the background and other options that were thought about. If you leave your primary argument till the fourth paragraph, no one will read it.
12. They ignore various needs for learning and accessibility
Engagement is ineffective when varied learning and accessibility demands are ignored. Different employees react differently to different tactics; some like dense texts or interactive sessions, while others prefer images. For those who are hard of hearing, provide picture captions; for those who are blind, provide picture texts. Delivering messages to all stakeholders in a successful manner requires inclusivity in both communication styles and methodologies.
13. They don’t take into account the different personas of their audience
It’s critical to understand that internal stakeholders are a diverse group with potential prejudices and preferences due to their varied departments and jobs. This is true of any audience. Think about the messaging to different personas and adjust your communication style according to the channels that each member responds to best.
14. Their tone is corporate
Communicate with staff in a language they can comprehend. Pay attention to what they need, find out what interests them, and talk to them. Don’t speak to them like a disembodied company, call them internal stakeholders, or send them all of your important messages. Talk to them like friends and coworkers because eventually, they’re the ones that change the lives of consumers.
15. They neglect to check their messages
Testing messaging is crucial, even though it is sometimes forgotten when delivering to internal stakeholders as opposed to external ones. A badly written internal message in the wrong tone can have disastrous consequences for morale, culture, and other areas.
(Tashia Bernardus)