Internal Communications

  • What is internal communication?
  • How important are internal communications?
  • What are the types of internal communications?

What is internal communication?

Internal communications refers to the communication that occurs within any organisation. 

It’s often top down – ie from the leadership to the whole business team – while seeking feedback from the frontline.

The scope of internal communications varies between organisations and generally includes:

  • The delivery of important messages
  • Encouraging dialogue across the company
  • Developing team’s communication skills. 


Internal communications aims to:

  • Engage employees
  • Motivate the whole team
  • Maximise team performance 
  • Deliver the business strategy
  • Persuading the team to contribute their opinions
  • Showing the team their opinions are considered
  • Close the gap between what the brand promises and operations delivers.

How important are internal communications?

Internal communication is important because it:

  • Tells the team what’s expected of them
  • Keeps the whole team updated on important matters
  • Makes team feel valued
  • Improves motivation and productivity
  • Connects those in the frontline to the business plan. 


Internal communications can help a business:

  • Innovate
  • Perform
  • Reach its strategic objectives
  • Lower staff turnover
  • Raise team well-being
  • Heighten customer satisfaction. 


As Engage for Success’ update discovered, organisations with a highly informed workforce enjoy higher customer satisfaction, better public reputation and, for many businesses, a commercial advantage. 

Types of internal communications

Various internal communication ‘tools’ achieve different things:

  • Leadership and top-down communications keep the company-wide team informed of the business strategy.
  • Change communication shows a team ‘this is what we’re used to doing and this is why we need to change’ then sets out a compelling vision of ‘this is what we should be doing’. Change calls for careful planning based on what it’s really like to work in your business, at every level.
  • Crisis communication helps an organisation plan for a crisis.  That means when trouble strikes, you distribute knowledge – to all the relevant team members – impressively quickly which helps preserve reputation and relationships.
  • Information communication equips team members with the latest information on their organisation so they can bring discretionary effort and talent to achieving the business plan.
  • Bottom-up or two-way communication is when the leadership communicates with the team and request feedback. Sharing information and encouraging dialogue foster team engagement.
  • Peer communication is the active encouragement of communication between team members within a workplace. It supports team members to collaborate.
  • Culture communication helps team members deepen their understanding of their company’s culture – ie ‘how we do things around here’.  Kinetic defines your culture in your DNA as the vision, mission and values which guide everything
    • Strategic direction
    • Aligns team to the business long-term objectives
    • Decisions allocating resources
    • Judgement calls.
  • Internal communications campaigns focus on critical messages eg:
    • A new company policy
    • A charity initiative
    • Promoting an internal event
    • Shift in strategic direction.


Is your team on the same page? Use internal communications to align your team to your organisation’s vision, mission and values.

Case studies and testimonials

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Programmes to instil your culture and get your whole team ‘on the same page’. Engage your team. Maximize team performance and deliver your business strategy effectively.

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Your reputation is fragile. Have a plan in place to protect your reputation should disaster strike. Work that plan and communicate effectively to limit any damage and maximise opportunity.