#06: The case for internal communications
Working towards a single source of truth
Welcome to Pass It On—a newsletter bringing the tech and non-profit sectors closer together through knowledge sharing, written and edited by Lauren Crichton.
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In the last Q&A, non-profit leader João Coelho underscored the many benefits of asynchronous communication—when people respond to information at their convenience, rather than in the moment. It's a counterintuitive idea for many of us since most working environments are built around meetings and real-time discussion. We know this approach isn't that efficient or effective, so why do we hold on to it? I believe the answer lies in distrust. After all, if people aren't "in the room," can organisations really be sure their employees are doing their jobs?
By trusting our people, we empower them. And by empowering them, we make them more productive. In addition to embracing asynchronous communication, leaders can empower their teams by investing in internal communications, a vital yet frequently overlooked function and the subject of today's knowledge share.
🗒️ What is internal communications, and why is it important?
Internal communications is the what, where, and when of sharing stories and knowledge within, as opposed to outside of, our organisations. We think nothing of investing precious resources in educating and persuading consumers about our brand, services, or products—tailoring each message towards a desired outcome. Yet when it comes to employees, we too often expect their knowledge and understanding to accrue organically over time. Help new hires get up to speed and then let them get on with it, right?
Wrong. Organisations are dynamic environments in which people are continually making new decisions, however big or small. If employees don't share the same picture of what's going on, organisations can quickly become siloed and misaligned, causing internal and external confusion.
What happens when…
Your leadership team decides to make a big strategic change?
If you let that news trickle down through management, you'll end up with multiple versions of a narrative that could prevent your employees from fully understanding and accepting the decision. Employees highly value transparency from leaders; embrace their desire for openness by owning the story.
Your organisation launches a new service to your beneficiaries?
Suppose you don't communicate the change to your front-line team beforehand. They will be overwhelmed with questions they are unprepared to answer and potentially damage your organisation's brand or reputation in the process. Consider adding a short presentation and Q&A as a step in your launch preparation. And in the spirit of asynchronicity, remember to record the session so others can catch up!
Learn more about the benefits of internal communications here.
✌️tips for fostering internal communications
1. Centralise knowledge and help people self serve
Fundraising presentations, brand guidelines, 2021 vacation days: where does all of this material live in your organisation? In a Powerpoint here, a Dropbox folder there, perhaps in a PDF attached to an email?
Enter the internal wiki, a.k.a "knowledge management software": a single destination for all your organisation’s information. I'm a fan of Notion, having used it a fair bit in my current role at M, but there are plenty of options out there.
In addition to creating a single source of truth, advantages of having a centralised information hub include:
Faster onboarding for new hires
Less time spent waiting for answers to searchable questions
More internal collaboration as people are free to document and share learnings
If your organisation can't invest in another paid tool, consider reviewing what you're already using and find ways to consolidate. You'd be surprised how much you can share through a single Google Doc.
Crucially, don't neglect the management in knowledge management. These hubs need maintaining if they’re to serve their purpose. How can you turn this into a collective responsibility?
2. Establish communication rituals
Team rituals build culture, and communication is a key part of that process. Here are three “Cs” to keep in mind along the way.
Customised
Just as good marketing adapts messages according to the channel (social media, press, emails, etc.), internal communication equally benefits from a tailored approach, especially when combined with routine. At M, for example, our CEO writes a detailed strategic update every other Friday, and I share a snappy, culture-building newsletter and competition on the Monday and Friday in between. We both publish on Slack in the same announcements channel, but our formatting and tone are deliberately very different—my newsletter being much less formal and punctuated by puns and emojis! Thanks to the alternating cadence, the information doesn't compete for attention in the same virtual space.
Consistent
When it comes to sharing information, prioritise consistency over frequency. Better that people eagerly anticipate what you or others have to say once a month than feel overwhelmed by lots of ad-hoc updates. (Notice how Pass It On arrives around the same time every other Weds.)
Consistently informing teams about the good stuff also makes it easier to handle the bad. Let's imagine your charity is unexpectedly fined for regulatory misconduct, and a press leak is imminent. In this time sensitive situation, your focus should be on the message itself, not where or how to distribute that message. That's a lot easier to achieve when you have established clear internal communication channels through which people are comfortable asking difficult questions.
Collaborative
Whatever internal rituals you introduce, be it a weekly "All Hands" or a monthly newsletter, remember to bring your team along with you. Ask what information they're seeking, how they'd like to receive it, and whether they'd like to be involved. After a few rounds, send out a short survey to gather feedback and evolve from there.
A single internal source of truth may sound like a pipe dream, and perhaps it is with limited resources. But long as your organisation is deliberate about and attentive to the sources it creates, it'll be a lot easier to bring everyone onto that same page.
If this issue has inspired you to explore internal communications in some way, do let me know by replying to this email or:
And if you're keen to learn more about the topic, keep your eyes peeled for the next Q&A issue. I'll be talking to remote working coach Laïla von Alvensleben about what it's like to work as Head of Culture & Collaboration at digital workspace startup MURAL, and what it takes to build a positive remote working culture.
Until then, take good care 👋
Lauren