Creating an effective B2B story is more than just targeting customers and segments. It means developing a story to engage your employees. After all, they are the front line with your customers. Paul Barton, an internal communication expert who has worked with companies like Hawaiian Airlines, Pet Smart and America West share (7) hallmarks for creating an effective internal communication strategy.
Great internal communication is about:
- Communication (without an “s”) where the emphasis is on an ongoing strategic process, not about communications where the focus is on individual tactics.
- Influencing, including and listening to achieve employee engagement, not commanding and controlling to obtain task compliance.
- Communicating the “what” and the “why” like a business partner, not just the “what.”
- Speaking to hearts and heads to encourage action, not just speaking to heads to inform.
- Integrating and coordinating messaging with feedback built into the process, not one-off and fragmented communications.
- Having established “rules and tools” that serve as a foundation for flawless communication, not undocumented processes and off-the-cuff rules.
- Getting through to internal audiences to achieve meaningful outcomes, not just focusing on measurable outputs.
What other characteristics do you think belong on this list of hallmarks of great internal communication?