Strategic communications is essential for ensuring smooth internal change management, but how can communications leaders foster an effortless exchange of internal information during transitional periods?

Change is a necessary component in company evolution, but without strategic communications, internal change management and organizational transitions can hit speed bumps rather than effortlessly progress. A strategic communications plan is needed to cultivate effective and hassle-free growth within a company. In fact, it is one of the defining factors that allow companies to be both successful and have satisfied employees who feel secure in their positions. 

Employee satisfaction plays a pivotal role in company success. Not to mention, successful and ethical companies care about their employees and value the flow of communication within an organization. The good news is that employee satisfaction is rising, with The Conference Board estimating that 62% of people in the US are now satisfied with their jobs. This is a 19-percent jump from the Great Recession in 2010 and an over 5-percent increase since the start of the pandemic. Job satisfaction impacts many areas of company success. These include:

• Employee retention
• Customer loyalty
• Performance
• Initiative
• Productivity 
• Profit

In order to gain satisfied employees and grow successful companies, internal change management needs to be optimized through strategic communications. The following article will better define these topics and explore how to enhance strategic communications to cultivate successful internal change management during stressful times such as organizational transitions. The goal is to improve internal company communication to optimize growth and retain satisfied staff. Who doesn’t want to feel secure in their position?

Strategic Communications 101

Many things in life are random, but strategic communication is not one of them. Put simply, strategic communications involves an organized approach for transmitting information to a specific audience to support the objective of an organization. They are an essential component of company success. Why is a communications plan necessary? Well, it doesn’t only matter what a company is saying, but how they deliver their message for maximum employee engagement.  

As daily interactions demonstrate, messy communication muddies a message and can sully its reception. In contrast, strategic communications aim to deliver a message in a clear and informative way. Therefore, it can best resonate with the intended audience. From a business perspective, strategic communications allow companies to deliver their messages to their target audiences for maximum clarity, efficiency, transparency, and effect. Strategic communications are a defining factor in continual company success, especially in the digital age.

Now that we have the basics of strategic communications covered, let’s move on to internal change management. Then we can discuss how these areas intersect for employee satisfaction during organizational transitions. 

Internal vs. External Change Management

Internal and external change management are two ways to regulate the organizational change of a company. Internal change management covers change within a company and how an organization assists its employees with navigating change. On the other hand, external change management focuses on how organizational changes will impact parties outside the company. These could include customers, stakeholders, partners, or the community at large. However, our focus today is on internal change management and successful internal communication within a company.

How does strategic communications factor into internal change management?

Now that we have defined our terms, it’s hopefully becoming clearer how strategic communications play a role in internal change management. To most effectively deliver a message within a company, a plan is devised to inform employees about company changes. It can then be delivered in person or through internal communication software. And as we have covered, this plan should not be random. It’s necessary to utilize strategic communications during organizational transitions, as they have the potential to impact employee health.

Organizational transitions are pivotal periods for companies, as change and success go hand-in-hand. However, they are also sensitive times for many employees. The National Library of Medicine defines organizational change as a major employee stress factor. Devising a strategic communications plan is essential for the health and well-being of employees. When uncertainty is eliminated through clear communication and company transparency, stress factors diminish. 

Steps For Forming An Effective Strategic Communications Plan

Numerous components go into developing a strategic communications plan to assist with internal change management. 

• Targeting an audience: The baseline of strategic communications is a deep understanding of the target audience. Understanding the needs and values of the target audience plays a pivotal role in crafting the communication. Communications leaders should understand their company, the employees, and the core values. When delivering a message, it’s essential to remember who is being addressed. Always remember ethical standards such as respect, honesty, and transparency. 
• Defining the objective: Strategic communications always rely on a carefully laid plan. Defining an objecting sets a measurable goal that outlines what should be achieved with the strategic communications plan. During organizational transitions, it’s necessary to inform the internal organization of planned changes in a clearly defined way. Communications leaders should consider what they want to say and not stray from their objectives. 
• Developing the message: The target audience should always be kept in mind when crafting the message. Focus should be placed on tone to deliver a clear, concise, and compelling message. The goal of the message should be to provide employees with informative news that clarifies feelings of uncertainty and answers pressing questions. The message should never contradict itself. 
• Mastering timing: When the message is delivered is also a key factor. Plan a time to deliver the message to ensure maximum impact and minimal overshadowing by other events. Relying on employee communications platforms can allow messages to be timed to reach all employees regardless of geographical locations and home offices. 
• Monitoring the results: Always ask for employee feedback to monitor internal satisfaction. Make future adjustments based on audience reactions. Utilize platforms such as employee communications apps to gather employee feedback. Listen to what your audience has to say about your communication methods. 

Strategic Communications Matter

Hopefully, this short article has aided in clarifying the importance of developing a strategic communications plan for internal communication, especially when dealing with internal change management and organizational transitions. Employees are the heart of a company, and how they are informed of major changes can significantly impact their well-being, performance, and security. That is why strategic communications plans should always be implemented when delivering important news within an organization. 

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