Decoding Internal Communication: Strategy vs. Plan
There seems to be confusion between an internal communication (IC) strategy and a plan, even among communication practitioners. I recall asking a communication leader about their strategic plan for the year, only to receive a response centered around the content calendar they’d drafted. But let’s be clear—a content calendar isn’t a strategy. So, what exactly is an IC strategy?
Simply put, it’s your roadmap to the future—the high-level ambition that spells out what you aim to achieve and why. It doesn’t dive into the nitty-gritty tactical details of execution. That comes later.
To develop an IC strategy, you need to understand your organization’s business objectives. What are their priorities for the year? What achievements are they striving for? Those objectives will guide you as you now write SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives. Together, your SMART objectives make up your IC strategy.
As you move from understanding what an IC strategy is to developing one, make sure to align with organizational objectives. This alignment ensures that your communication efforts directly contribute to the overarching organizational objectives.
Here’s an example of how a SMART objective for IC connects with an organizational objective.
Organizational Objective— Increase employee engagement by 20% within the next year through enhanced professional development opportunities and a stronger sense of belonging.
IC Objective— Implement a monthly newsletter highlighting success stories, upcoming training opportunities, and employee spotlights to foster a culture of recognition and promote awareness of professional development initiatives, ultimately contributing to the goal of increasing employee engagement by 20% within the next year.
Now, let’s talk about IC plans. These are the tactical “how-to” steps behind achieving those objectives. As you’re creating a plan, consider:
What do you want to achieve with this?
Who is your audience?
How will you reach your audience?
What do you want your audience to know, think, and do as a result?
What are your top three key messages?
How will you measure success?
By addressing these questions thoughtfully, you'll be well-equipped to develop a comprehensive IC plan that supports your organizational objectives and drives meaningful results.
Remember, effective IC isn’t just about disseminating information. It's about fostering engagement, alignment, and ultimately, achieving success as a cohesive team.
