External vs. internal communication: the relationship

External vs. internal communication: making a stand!

External vs. internal communication is a staple topic.  Historically, they have targeted very different audiences; communicating with those who work inside the organisation and communicating with those who do not.  However, the audience focus for external and internal communication is now migrating to a more targeted reach and instead; companies are embracing ‘all’ audiences instead of a targeted selection.

From investors to shareholders, employees to the general public, communication has evolved into a hub of ‘share and display’. Consequently, as companies demonstrate value recognition, the divide between external versus internal communication starts to merge.

Companies that have merged external and internal communication

Companies, including HSBC and Royal Mail, have avoided compartmentalising communication into external and internal by introducing channels that are accessible by  all audiences.  As a result, both companies have increased engagement and strengthened trust in their overall brands.  With over 250,000 employees located across 71 countries; HSBC, has launched a weekly TV programme that aimed to unite and screen their employees inside and outside the business.

According to the Event and Visual Communication Association, a 15% engagement increase was recorded internally as a result of the new channel entitled ‘HSBC Now’; embracing the open culture of their workforce.

Royal Mail created an online platform aptly named myroyal.com giving public accessibility to internal news and recent accreditations, awards, shares, employee feedback and even, an online uniform brochure!  Subsequently, Royal Mail’s latest online channel led to better engagement with their employees as well as their customers.

The dynamics of external versus internal communication

Below are three fundamental tips for creating a unifying relationship between external and internal communication:

1. Communicate & explain: Create an understanding of team responsibility from the onset and this can help to reduce negative impact on departments who are divided.  Schedule workshops or regular meetings with key teams, which aim to inform, listen and deliver key campaigns in the pipeline.

2. Liaise & feedback: For a crossover of external and internal communication to be successful, implementation of key messages must be shared across the channels.

3. Share & implement: One of the biggest downfalls for organisations who don’t communicate their external or internal comms strategy, is their inability to communicate, share and implement the campaign internally as well as externally.  For employees to actively engage and promote the company message they need to understand, participate and engage in the campaign.

Brief, share, reiterate what you are doing, why you are doing it and how it affects the whole company.

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At ClearVoice Comms, we are experts in delivering employee engagement and communication strategies that inspire your people and transform your business. We influence change through the power of communication to improve your company’s performance. For more information or help with how to step away from external vs internal communication, call or email us today and let us show you how the power of communication can change your business.