In every organization, the internal communication tools are essentially the same. The difference is how the tools are used. Is there a plan? Do you have clear objectives? Can you measure the effectiveness of your efforts? This is where a strategic approach to research, analyze, communicate, and evaluate comes in.
Part of developing a solid plan, is determining which communications vehicles are appropriate for your message and your audience.
The following matrix shows the various tools and how they can be employed.
Communication tool | Some common uses | Top down -management driven | Bottom up -employee driven | Lateral -management and/or employee driven |
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Employee publications – paper or electronic | Keep employees informed of business information, direction, progress, and goals Encourage quality improvement, increased efficiency, improved service, and greater social responsibility Information about company programs and initiatives Recognize employees’ achievements/successes |
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Employee Intranet | Document philosophy, values, guiding principles, history, awards, founders, organizational successes Info on benefits, pension, profit sharing, safety, recreation programs, training, policies and procedures New employee orientation |
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Ongoing day-to-day communication Updates on important issues or changes Crisis communications |
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Memos/Letters | Important announcements Employment agreements Documentation of policy or procedural or other significant changes |
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Inserts/enclosures | Payroll stuffer or insert in publication Important notices regarding changes in benefits or procedures or other significant changes |
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Large group meetings | Company vision State of the nation address Major change initiatives Culture building |
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Small group meetings | Team building Work planning Status updates |
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Bulletin board | Upcoming events Notices about changes Promotion of company programs |
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Social media | Brand/reputation management/profile Announcements Crisis communications Conversation |
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Grapevine< | Fast and effective way to disseminate information about company happenings and issues. Often inaccurate. |
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Video | To promote brand For major organizational initiatives For training and orientation To celebrate milestones such as anniversaries |
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PowerPoint slides | For major organizational initiatives For training To communicate the company vision/mission/goals To communicate benefits information |
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Vodcasts/podcasts | State of the nation address in geographically disperse organizations Vision/mission/goals New initiatives/programs |
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Webinars | New initiatives/programs Working meetings Information sessions |
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Face-to-face | Reinforcement of all communications |
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Displays/exhibits | Highlight company or program information Generate inquiries for more information Get feedback Recruit personnel |
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