Effective internal communication is critical for organisations to succeed. It plays a vital role in engaging employees, fostering a positive company culture and driving business results.
Internal comms is not just about disseminating information; it’s about facilitating two-way dialogue that connects employees with the organisation’s mission, values and goals.
In this blog, ITPR's PR Director and internal comms specialist, Anthony Monks, explores the journey of internal communication from its early days, to the here and now.
Internal communication is the process of sharing information, ideas and messages within an organisation to keep employees informed, engaged and motivated. It plays a vital role in ensuring that employees understand the organisation's goals, strategies and expectations and how they fit into this; creating a sense of alignment and purpose.
Effective internal communication goes beyond simply sharing updates; it fosters collaboration, builds trust and strengthens the organisation’s culture.
When done well, internal communication equips employees with the knowledge and confidence to perform their roles effectively, deliver exceptional customer service and contribute meaningfully to the organisation's success. By fostering a two-way dialogue, it ensures employees feel heard, valued and connected, creating working lives that are not only productive but also purposeful.
This sense of purpose has a direct, positive impact on the organisation’s bottom line. Engaged and informed employees are more likely to innovate, solve problems efficiently and remain committed to their roles, reducing turnover and enhancing productivity.
Additionally, companies with strong internal communication often experience improved customer satisfaction and increased profitability, as employees are better equipped and motivated to deliver exceptional results.
In essence, internal communication is not just a tool for engagement—it’s a driver of organisational success and financial growth.
Internal communication is a strategic function that ensures employees understand the organisation’s vision, mission, and goals. It operates as a two-way dialogue, encompassing the sharing of information, listening to feedback and addressing concerns. This dynamic exchange is vital for building trust, fostering collaboration, and driving employee engagement.
When employees are well-informed, they not only perform their roles more effectively but also feel valued and connected to the organisation’s purpose. This alignment leads to higher levels of motivation, productivity, and innovation.
Additionally, effective internal communication helps bridge gaps between leadership and teams, creating a cohesive work environment where everyone feels involved in shaping the organisation's success.
Ultimately internal comms lays the foundation for a thriving organisational culture, ensuring that employees are empowered to contribute to shared goals, through clear communications.
Internal communication has undergone significant changes over the years, from traditional methods to modern digital platforms.
In the past, internal communication was primarily focused on top-down messaging, where information was disseminated from management to employees through traditional channels such as print newsletters, company-wide meetings, and memos. These methods were effective for their time but often lacked the immediacy and interactivity that today’s workforce demands, aiming at keeping employees informed.
However, with the advent of digital technology, internal communication has evolved to become more dynamic, interactive, and employee-centric.
Today, organisations use a range of digital platforms, including intranets, social media and apps, to communicate with employees. These platforms enable real-time communication, feedback and collaboration - making internal communication increasingly effective and engaging.
Modern internal communication is focused on creating a positive employee experience, fostering a culture of transparency and openness, and driving business results. It involves using data and analytics to measure the effectiveness of internal communication, identifying areas for improvement and making data-driven decisions.
This shift has transformed internal communication from a simple information-sharing function to a strategic tool that supports organisational success.
In the next section, we will explore the importance of internal communication in more detail, including its impact on employee engagement, business results, and company culture.
As an internal communications practitioner, understanding the history of our profession provides valuable insights into where we’ve come from and how we’ve evolved is important because to know where we the profession is, first, we must know where it has come from.
The field of internal communication has changed dramatically over the past century; from basic memos pinned to noticeboards to comprehensive digital platforms designed to connect a dispersed and diverse workforce. Corporate communication is a fundamental element that connects individual contributions to organisational goals, emphasising its importance in creating a thriving work environment.
Internal communication has been given multiple definitions over time by academics and experts alike, perhaps one of the best comes from The Institute of Internal Communication, which was formed in 1949, is the only professional membership body solely dedicated to the promotion of internal communication and for which, talks of how internal communication fosters an atmosphere of shared understanding and builds strong connections among individuals, enabling them to excel both independently and as a team.
Delivering messages plays a critical role in facilitating effective communication within organisations, involving not only creating and delivering messages to employees on behalf of management but also fostering two-way dialogue.
But time and time again, internal comms is viewed as just a function – it really isn’t.
It is a discipline that has developed to meet the changing needs of organisations, technology, and employee expectations. An effective internal communication strategy is essential for maintaining clarity and cohesion within a hybrid workforce.
In the early 19th century, internal communication was an emerging concept. One notable example of early internal comms was The Lowell Offering, a magazine published between 1840 and 1845 by female mill workers in Lowell Massachusetts.
Though not corporate-led, this publication served as a pioneering effort to create a sense of community and give employees a voice. The workers shared stories, poems, and essays about their experiences in the mills, effectively laying the groundwork for what we now see as two-way communication in organisations.
By the early 20th century, as organisations began to grow, most relied on structured communication beyond direct orders from management to workers. Internal communication was primarily top-down and directive, with messages designed to inform rather than engage or inspire employees. Tools like memos and noticeboards were the primary means of sharing updates about company policies, events and operations.
The Industrial Revolution and the rise of factory work further shaped these practices. Factories and large manufacturing plants, where workers had limited direct access to management, required formal ways to disseminate information. Noticeboards and memos served this purpose, acting as the main channel for sharing essential updates with employees without direct contact with management.
During the 1940s and 1950s, as organisations expanded in size and complexity, the role of internal communication began to shift, albeit gradually, from simple information dissemination to fostering employee engagement and connection.
Following the Second World War, there was a growing emphasis on workplace stability and productivity, driving companies to focus on creating environments where employees felt loyal and aligned with organisational objectives. The introduction of company newsletters during this time represented an early step toward building community and shared purpose among employees, helping to bridge gaps between leadership and the wider workforce.
These newsletters reflected a broader cultural shift, as companies began to recognise the connection between informed employees, satisfaction and productivity. Regular updates provided employees with a sense of inclusion, understanding of the organisation's direction, and clarity about their role within it.
Typically, newsletters feature employee profiles, celebrations of achievements, updates on company goals and stories about an organisation’s values or history.
This approach aimed to foster a sense of belonging and pride, laying the groundwork for the modern concept of 'corporate culture.' This period demonstrated the growing awareness that effective internal communication could boost morale, enhance performance and create a more cohesive and motivated workforce, ultimately benefiting organisational success.
In the 1980s, the corporate world experienced a significant paradigm shift as businesses began to recognise the strategic importance of employee engagement. Internal comms evolved from a transactional, information-sharing function into a relational and strategic discipline, aimed at aligning employees with organisational goals and fostering a shared sense of purpose.
This period marked a turning point in how organisations viewed their workforce; not just as contributors but as vital stakeholders in achieving success.
The introduction of 'employee engagement' as a concept transformed internal communication. It was no longer enough to merely inform employees; instead, the focus shifted to actively involving them in an organisation’s mission, values, and vision. Leadership began to understand that engaged employees were more motivated, productive, and aligned with corporate objectives.
Technological advancements also played a crucial role in this transformation. Computers, fax machines, and the early adoption of email brought faster, more flexible communication methods.
These tools allowed internal communicators to move beyond traditional mediums like print newsletters and noticeboards, enabling quicker, more targeted, and impactful ways to connect with employees. This era set the stage for the dynamic, employee-centric approaches we see in internal comms today.
The introduction of company newsletters during this time represented an early step toward building community and shared purpose among employees, helping to bridge gaps between leadership and the wider workforce.
These newsletters reflected a broader cultural shift, as companies began to recognise the connection between informed employees, satisfaction and productivity. Regular updates provided employees with a sense of inclusion, understanding of the organisation's direction, and clarity about their role within it.
The 1990s marked a seismic shift in internal communication, as businesses across the UK embraced digital transformation. Gone were the days of overflowing memo trays and clunky fax machines; instead, a new tool emerged; the intranet!
First introduced as an internal version of the World Wide Web, intranets revolutionised how organisations shared information. Companies realised they could store policies, updates, and news in a single, accessible space, rather than relying on endless paper trails or ‘Steve from Accounts’ to relay crucial updates. It was a bold step into the future—albeit one that often involved dial-up modems screeching into life.
By the late ’90s, intranets became a must-have for large organisations, setting the stage for the collaboration platforms we rely on today. While they may have lacked the sleekness of modern tools, their impact on workplace communication was undeniable—and at least they didn’t rely on a clogged-up fax machine.
This period demonstrated the growing awareness that effective internal communication could boost morale, enhance performance and create a more cohesive and motivated workforce, ultimately benefiting organisational success.
Intranets also democratised communication, allowing employees to access information without waiting for a memo to land on their desk. However, these early systems were often static, uninspiring, and, let’s be honest, about as engaging as a printed employee handbook!
But despite their limitations, they laid the foundation for increasingly dynamic digital workplaces.
The mid-2000s brought about the rise of social media, fundamentally transforming how people communicated; both personally and professionally. This era saw the emergence of a culture that prioritised connection, immediacy, inclusivity and employee feedback.
The idea of two-way communication became central to helping organisations to gather feedback as employees increasingly demanded opportunities to share their perspectives, voice concerns, and actively contribute to conversations within their organisations. This marked a significant departure from traditional, top-down communication models, paving the way for a more participative approach to internal communication.
As platforms like LinkedIn, Twitter (X), and Facebook (Meta) gained mainstream popularity, companies recognised the potential for similar tools to enhance internal collaboration and foster a sense of community. Internal social networks such as Yammer, Slack and Microsoft Teams quickly became essential tools for enabling open dialogue, facilitating real-time teamwork, and promoting transparency across all levels of the organisation.
These platforms helped create environments where employees felt heard, appreciated, and actively involved in shaping the organisation's culture and direction. By encouraging open conversations and valuing employee input, organisations began to transition from one-way communication to a dynamic, interactive process.
This era not only laid the foundation for today’s focus on employee voice but also emphasised the importance of mutual engagement, where consistent feedback and active participation drive innovation, organisational success, and overall employee satisfaction.
In recent years, internal communication has become more sophisticated and indispensable to organisational success. No longer confined to simply keeping employees informed, modern internal comms play a crucial role in building trust, fostering engagement and reinforcing an organisation's culture and values.
The Institute of Internal Communication’s definition of internal communication as the function responsible for effective communication among participants within an organisation underlines its strategic importance in today’s business landscape.
Modern internal communication is tightly aligned with strategic business goals. Internal comms professionals collaborate closely with HR, IT, D&E and senior leadership to create an inclusive, transparent and engaging workplace that values employee input. This evolution has turned internal comms into a vital tool for driving alignment with the company’s mission, improving employee satisfaction, whilst enhancing organisational performance.
Technology continues to shape how internal communication is executed, with digital platforms enabling real-time updates, collaboration and feedback. As organisations grow and goals shift, regularly reassessing internal communication strategies ensures they remain impactful and aligned with evolving objectives.
When done effectively, internal comms not only connects employees with their roles but also creates a unified workforce that is committed to shared success. This emphasis on strategy and innovation has positioned internal communication as a driving force behind a thriving and connected workforce.
In today’s business environment, internal communication has evolved into a data-driven discipline, leveraging analytics to gain deeper insights into employee engagement, message reach, and the performance of various communication channels.
By analysing these metrics, internal comms teams can pinpoint which messages resonate most with employees, identify the effectiveness of specific formats or platforms, and uncover trends that inform future strategies. This data-driven approach ensures that internal communication is not only aligned with organisational objectives but also continually optimised to deliver meaningful outcomes.
To ensure consistency and effectiveness, many internal comms teams adopt the AMEC (International Association for Measurement and Evaluation of Communication) Framework, a recognised industry standard for evaluating communication impact.
The AMEC Framework provides a structured approach to measure communication success, starting with defining objectives and identifying stakeholders. It focuses on measuring outputs (message delivery), outtakes (employee understanding), and outcomes (changes in behaviour or attitudes). This ensures a comprehensive evaluation of how internal communication contributes to organisational goals.
Analytics tools allow internal communication professionals to track a range of metrics, from email open rates and intranet traffic to engagement levels on internal social platforms like Yammer or Slack.
Sentiment analysis, survey results and pulse checks provide qualitative insights into how employees feel about specific messages or initiatives. With these insights, internal comms teams can refine their approach, ensuring content is not only informative but also engaging and relevant to the workforce.
This focus on metrics enhances accountability and demonstrates the tangible value of internal communication in driving business success. By tying communication outcomes to key performance indicators such as improved employee satisfaction, retention, or productivity; organisations can clearly see how effective internal comms contributes to their overall goals. As technology and data analytics tools continue to evolve, this capability will only grow, enabling even more precise, personalised, and impactful communication strategies.
As we look towards the future, internal communications will continue to evolve alongside technology and employee expectations. Artificial intelligence and advanced data analytics will provide even greater insight into employee engagement and communication effectiveness.
The future of internal comms will be characterised by personalisation, with communication tailored to individual roles, needs and interests, helping employees feel truly connected to their organisation.
The history of internal communication reflects an ongoing journey from basic information sharing to a strategic, data-driven function, all of which is critical for keeping employees connected and informed.
By understanding this evolution, internal comms professionals are better equipped to meet the needs of a modern, diverse, and dispersed workforce, ensuring that everyone feels connected to the mission, values and goals of their organisation. The role of an internal communicator is crucial in understanding employee needs and delivering personalised messages.
As internal comms continue to evolve, it will remain a vital component of any successful business strategy and meet strategic organisational objectives.
Now its history is less of a mystery, why not find out how internal communications can help your organisation and get in touch?