The world of Internal Communications is constantly advancing and developing to find the most effective way to reach employee audiences. That means the best technology and channels are always improving, but it also means a lot of things are being left behind or, funnily enough, miscommunicated. Buying into these myths, either literally or figuratively, can be a detriment to you company, let’s tackle a few myths currently floating around.
Myth#1: “The best way to reach my audience is through an email blast to everyone.”
No matter the project, invariably a client or prospect with a failed program will say something to the effect of: “We communicated the program. An email blast was sent on the 24th. But somehow our employees still didn’t get the message.”
Don’t misunderstand me. Email can be a good way to communicate under the right circumstances. But just because an email was sent to an audience, it doesn’t mean that they a) read it, b) understood it or c) was moved to change a behavior or take action based on the message.
More importantly, if employees inboxes are filled will email blasts that don’t pertain to them, they’ll ignore the channel altogether. Use email sparingly. Be relevant and target messages to the appropriate audience whenever possible.
Myth #2: “We have a new intranet. All our problems are solved.”
First, kudos on the new intranet! An enterprise social network that allows for targeted communications and feedback loops can help solve many communications issues that your company faces. However, like all of the other channels we use, your intranet is a tool. If the tool isn’t used properly, it will be ignored.
The latest intranets platforms allow for segmented messaging, feedback loops, social work tools, rich media, etc. These applications can be very engaging and beneficial to delivering your company message – not to mention getting work done efficiently and effectively.
Eventually, you’re going to have so much content on your intranet that navigation could become an issue. An effective intranet has been designed with a hierarchy of messaging and search tools that allow users to easily find the appropriate information.
The issue is that it takes effort to develop and maintain relevant content for employees. You have to have people – either internal communications professionals or capable stand-ins/volunteers – who continue to keep the information updated with the latest news and happenings.
Myth #3: “Management says we need to communicate the vision, so we need a new campaign”
Well, yes and no. You may need a new campaign to introduce your company’s vision. But the last thing busy employees need is yet another layer of emails, blogs and articles that they have to read.
Your company’s vision should be woven into all of your communications. Doing this effectively requires forethought and coordination among all of your communicators. For example, if there’s a big program that needs to be communicated to your employees, the reasoning for the initiative should be completely wrapped in the company vision. More than likely, the strategic reasoning for the major undertaking is already aligned with the vision. Shouldn’t be that hard to do.
Need help busting more internal communications myths? Give Tribe a call.