A conversation with Stephanie Parker and Mireya Rivera
When an organization announces a new initiative or milestone, its communicators are responsible for informing, inspiring and engaging both external and internal audiences. A well-rounded communications strategy considers the impact an announcement will have on every stakeholder, from employee to board member to consumer or patron.
Two of Elmore’s esteemed communicators, Stephanie Parker and Mireya Rivera, share with us how communicators specializing in internal and external outreach can collaborate to advance an organization’s communications and business goals.
Let’s start by defining what internal and external communications teams are each responsible for.
Mireya:
External communications teams consider the public storytelling: how an organization’s news will land with media, external stakeholders and community members. To resonate effectively with external audiences, we carefully plan messaging, identify and train spokespeople, identify the sequence of communications tactics, develop supporting visuals or materials, pursue media coverage and prepare for public questions.
Stephanie:
Internal communications professionals are responsible for communicating with employees. We understand what resonates with employees and can assist with everything from determining what, how and when to communicate with them, to identifying and avoiding potential missteps that may create mistrust or morale and business issues down the line.
It is important employees hear company news directly from the company first, and that they’re aware of what is being communicated publicly so they are prepared in case anyone, whether a colleague, friend, vendor or civic leader, asks them about it.
Mireya:
External communications may lead the public-facing strategy, but it’s most effective when it’s grounded in internal clarity and collaboration. When the internal and external teams are in sync, the result is a campaign or announcement that is cohesive and credible across all channels.
How do internal and external communications teams work together to announce a new initiative?
Stephanie:
The teams work together to create a cohesive communications plan that includes both internal and external goals, objectives, strategies and tactics.
Although there will be differences in how communications are handled for the different audiences, taking a comprehensive approach better assures alignment so that communications and business goals are achieved.
When you’re communicating about an initiative or campaign, it’s important to take inventory of all your audiences, including employees, who can be your biggest brand ambassadors. Employees are a distinct audience, and the first “domino” in a series of stakeholder dominoes to kick off the cascade of communications.
Mireya:
That’s right. Any successful external campaign begins with internal alignment. Before we talk to the public, we need to ensure employees have a clear understanding of the situation, the expectation to participate in aligned communications, and provide the tools to support the message.
How early in the campaign planning process should the internal and external teams start collaborating?
Mireya:
Timing is everything. Major announcements require sufficient lead time so we can collaborate, plan and execute effectively. Ideally, internal and external communications teams have months to coordinate and prepare their campaigns.
Rushing an announcement often results in diluted impact. We can shape the narrative and maximize engagement when we work together and plan ahead.
Stephanie:
I agree. Additionally, even before communications planning begins, both communications teams should be involved in larger business planning conversations to identify opportunities and risks other business teams may not consider. As communicators, we have our pulse on everything that’s going on within the organization and insights other teams may not have.
Generally, how is messaging aligned between internal and external audiences? When is it different?
Mireya:
Although each audience has different needs, the core message — the vision, mission, values and key goals of the organization — should remain the same whether addressing an internal or external audience.
We, as communicators, are responsible for sharing the WHY to all stakeholders. A cohesive strategy will address the needs of each audience: Why does this matter? What is in it for them? How does this impact them?
Stephanie:
Answering the “why” is so important. Plus, within the overarching messaging there are considerations for employees that may not apply to external stakeholders, and that needs to be part of the planning process.
Additionally, just as you have layers of external outreach, there are layers of messaging within the company structure. For example, company leadership may be equipped with more complex messaging than less senior staff.
In any case, each time you communicate internally to employees, you have an opportunity to reinforce key messages and behaviors, create engagement opportunities, build trust and credibility, and enhance employees’ alignment with the business.
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If you have an initiative or project on the horizon, reach out. We are experts in developing innovative and comprehensive communications plans that appeal to both external and internal audiences. Our spokesperson trainings will prepare your leadership to tell your story with clarity and impact.
