How Internal Communication is Just as Important as External Communication

When so much time and energy is spent on your company’s external communication such as advertising, marketing and public relations, it can be easy to put internal communication on the back burner. However, internal communication deserves just as much – or more – of your attention. There are many different definitions out there and while there’s not just one correct answer, Rachel Miller of All Things IC offers a simple explanation to define internal communications: “The way a company interacts with its people and they interact with it.” Internal communications executed well can actually bolster your external communications, but in order to do this you’ll need an effective strategy in place. 

Internal Communication and Reputation Management

During the era of Facebook, Google and Yelp reviews, managing your company’s reputation is of the utmost importance. People are reading reviews before they choose a restaurant to dine or a movie to watch, so they’re certainly reading reviews before they do business with you. Your internal communication strategy is directly tied to reputation management. From the CEO and president to receptionist and office manager, every member of your team is a brand ambassador, and if you don’t have a positive internal culture, it can be difficult to improve your public image. 

Employees are the face of your business, and they represent it on a daily basis. Keeping everyone in the loop on what’s happening in and around your business will go a long way toward protecting your reputation. Members of your team should be the first to know about what’s happening with the company – whether it be good news or bad news. For example, if your company is sponsoring an event with a local business share it with the entire office. You never know where a new customer could come from, so your team members need to be equipped with any relevant information to accurately describe and promote your brand. Showing your employees that you value internal communications will build trust and improve morale for everyone in your business, which in turn will radiate to the audience of prospective customers that you are trying to reach. 

Internal Communication and Teamwork

At times, it may seem as though your business is a group of individuals rather than a team. Everyone is busy with their own work and it can be easy for employees to stay in their office for hours at a time while working on a project. However, working together can reduce stress and increase productivity for every member of your team, and effective internal communication directly correlates with improved teamwork. People are more likely to work well with someone they know and relate to (think back to when you got to select partners for a group project in school). Consider exercises like a Caliper Profile or Myers-Briggs Type Indicator, which will reveal the personality types of everyone at your company and how they work with others. 

Even something as simple as an outing or retreat for your team can improve internal communication and teamwork. With constant pressure to finish an assignment, it’s not always easy for members of your team to get to know each other at the office. Encouraging employee engagement will not only invoke better working relationships, but it could also uncover new business leads that you never would have known about otherwise. Arranging an outing with your company is a great way to drive organic conversations, which will make it easier to determine everyone’s strengths and weaknesses and develop positive internal communications. 

Want to know more about Disruption Session virtual workshops?

See how we can help your business navigate new waters today.

Learn More

Developing an Internal Communication Plan

Just like you do for external communication, you need a plan for your internal communication to achieve consistency and long-term results. In a nutshell, the plan for your business should include a detailed analysis of where you are now, where you want to be and how you will get there. In the beginning, it’s important to assess where you are because if you’ve had any success as a company, chances are you’ve done something right with your internal communications and don’t necessarily need to start from scratch. Determining where your business wants to be is the most critical aspect of your plan. It’s the entire reason you are undergoing this process, so get specific on what you want to accomplish rather than just stating that you want to “improve.” There are some key components you’ll want to consider: 

  • What’s the current culture of your business?
  • What are your communication goals?
  • What do you want to convey to your internal audience?
  • How will you communicate (strategy, tactics and channels)
  • When is the best time to share internal messaging?
  • How will you measure success of your communications? 

How you’ll get there is entirely up to you. You know the ins and outs of your company better than anyone, so you have the best understanding of what practices will generate success. If you’re unsure, consider a survey or questionnaire for the members of your team. This will allow you to gain insight into what they want, and an internal communication plan that includes input from the members of your team will instantly start on the track to success. Over time, you’ll need to measure what worked and what didn’t work. If it worked, then you can include it in the next plan, but don’t get discouraged if something missed the mark. Internal communication plans are fluid, and there’s always room for growth and improvement for your company. 

Resources to Facilitate Internal Communication

If you don’t currently know how to improve internal communication, you’re in luck because there are a number of different outlets to help you achieve your goal. An intranet, which is a network that is designed exclusively for sharing information within an organization, can be a great tool for internal communication. Our agency utilizes Slack, allowing us to stay up to the minute on the happenings with each of our clients as well as what each of our team members has on their plate to promote collaboration and constructive criticism. Intranets are just one of many resources you can deploy to facilitate internal communication at your company. 

Company newsletters are another option to consider for this practice. Upcoming events, new hires, current projects and anything else that’s going on at your business can be shared in a weekly, bi-weekly or monthly newsletter to ensure that everyone is on the same page. Social media can also be utilized for internal communication, but you need to be selective about what you are sharing. Obviously more than just members of your team will follow you on your various social media channels, and not everything needs to be shared with that audience. Email should probably be avoided for this exercise. Your staff gets plenty of emails already; one more is likely to be ignored. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

Find out how.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.