As someone who started life in Corporate Communications for a famous American credit card brand, I lived through the pain of Internal Communications as posters and internal launches through to a strategic function. Comms under Corporate Comms, but got moved to HR and back again, even 25 years ago.

Reflecting on these complexities and inspired by Jenny Field’s insightful “Chaos to Calm” model, and the podcast where we spoke about this, I delve into the strategic role of internal communication and its optimal positioning within a business.

So, let’s dive in!

 

Full Transcript (Unedited)

Where Does Internal Communication Sit in a Business?

Internal communication is the lifeblood of any organisation, ensuring that employees are informed, engaged, and aligned with the company’s goals and values. Despite its importance, there’s often confusion about where it should sit within a business. Should it fall under HR, Corporate Communications, or directly under the CEO?

According to the CIPR’s State of the Profession 2023 survey, 65% of internal communications professionals reported into the HR function, while 45% reported into Corporate Communications. This overlap indicates a blurred line that often leads to fragmented communication strategies​.

The HR Conundrum

The confusion about where HR sits in a company further complicates the matter. Traditionally, HR has been seen as the guardian of employee welfare, focusing on recruitment, retention, and compliance. However, in modern businesses, HR is evolving into a more strategic role, involving leadership development, company culture, and, crucially, internal communication.

When internal communication is placed within HR, it can benefit from HR’s deep understanding of employee needs and organisational culture. However, it risks being perceived as too operational and not strategic enough. On the other hand, positioning it within Corporate Communications can elevate its strategic importance but may distance it from day-to-day employee concerns.

From Chaos to Calm: The Importance of Structure

In many organisations, the lack of a clear internal communication structure can lead to chaos. Messages get lost, employees feel disconnected, and the overall morale suffers. Moving from chaos to calm requires a well-defined process and structure.

This blog was inspired by an insightful interview with Jenny Field, who introduced the “Chaos to Calm” model in internal communication. Her approach emphasizes the necessity of structure and process in transforming communication within organisations.

At its core, internal communication should be seen as a strategic function that supports the organisation’s mission and goals. This involves:

  1. Clear Leadership Alignment: Internal communication should have direct access to senior leadership to ensure alignment with the company’s strategic objectives.
  2. Defined Processes: Establishing clear processes for how information flows within the organisation is crucial. This includes regular updates, feedback mechanisms, and crisis communication plans.
  3. Employee Engagement: Actively involving employees in communication processes helps in building a culture of transparency and trust.
  4. Measurement and Feedback: Regularly measuring the effectiveness of communication strategies and soliciting feedback helps in continuously improving the process.

The Importance of Process and Structure

A structured approach to internal communication transforms it from a reactive to a proactive function. By having clear processes and structures in place, organisations can ensure that communication is consistent, relevant, and timely. This not only enhances employee engagement but also supports the overall business strategy.

For example, during the COVID-19 pandemic, organisations with robust internal communication structures were able to transition from chaos to calm more effectively. They could disseminate critical information quickly, address employee concerns, and maintain morale despite the uncertainties​ (influenceonline.co.uk)​.

Conclusion

In conclusion, the placement of internal communication within an organisation should be strategic. Whether it sits within HR, Corporate Communications, or directly under the CEO, the key is to ensure that it is integrated into the overall business strategy. Clear processes, defined structures, and strong leadership alignment are essential to moving from chaos to calm and ensuring that internal communication plays its critical role in business success.

For communication and PR professionals, understanding and advocating for the strategic role of internal communication is crucial. It’s not just about keeping employees informed; it’s about engaging them in the journey and ensuring that they are aligned with the company’s mission and goals. This, ultimately, is what drives business success.

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