Odds are, your company started out with a mission in mind. This is the reason you set out. It defines what makes you unique, what separates you from the competition and it gives you a purpose for your work. Your business as a whole needs an end goal in order to be successful. It’s crucial for you and your employees to be on the same path with their eyes on the same prize. Internal communications is what helps this initiative come together.
Your mission is your destination, but it’s also your foundation. A business goal is not something that one day you’ll achieve and your quest will be over. A business goal is the way that you’ve chosen to define your journey. It’s also the basis on which you should communicate with your team. How and when you reach out to your team should reflect the goals you’re trying to achieve.
Here are three benefits to starting with the end in mind:
1) You need a road map to know where you’re going. The strategic communications plan helps to keep everyone moving in the same direction. It’s what provides the structure on which you can build employee engagement in reaching those business objectives. As an example, let’s say one of your company’s business objectives is to increase innovation through collaboration. When you know that’s a focus, you can choose channels that support that goal, like an idea-vetting site or collaborative features on your intranet. Even before you start developing your messaging, you’ve begun to pave the way for changing employee behavior.
2) It allows you to be more proactive. There will always be late breaking news or changes that require turning on a dime, but with a plan in place, you’ll minimize your need to be reactive or tactical. A clear plan provides you with the luxury of being proactive. For instance, perhaps somewhere in the company’s future, there’s a strong possibility that you’ll be bought by another company. Well before you reach that juncture, you can lay the groundwork for smoother change by building employee trust in management. You might decide to add a weekly CEO blog to your mix, to provide two-way communication channels or even to find opportunities for leadership to share some bad news as well as the good, to assure employees that management communicates honestly and transparently.
3) It helps you create synergy. A well-developed plan helps your communications become larger than the sum of their parts. You can use some channels to build traffic to other channels, or look for places you can weave in underlying messages. Perhaps you’ll realize your recognition communications are a good place to include messaging on the company vision and values. There are any number of ways your communications can support or build on each other.