Using communication to change behaviour for better business

New post from Jenni Wheller, which was originally posted on Pulse on LinkedIn:


A few weeks ago I asked the question, what is internal communication? I gave you my top three and you took up the challenge to let me know what your top three were and if I missed anything. What really pleased me about the comments was how we all agree that internal communication should link to better business and changing behaviours – which is exactly why this is the topic for the CIPR Inside conference on 2 October in London.

I have taken the comments and listed the key points below so you can see what others had to say and if you want to come along to find out more about how to do this with CIPR Inside you can do so here.

Here are the extra things that you all said should be added when talking about internal communication…


Spark conversations


  • Help organisations ‘know what they know’ – ensuring knowledge and opinion is shared and used effectively
  • Guide and inspire others when it comes to the way people communicate – spark and sustain conversations
  • Be commercially aware and understand what is happening across the business to help develop the strategic narrative and key messages as well as challenge decisions and priorities.
  • It’s about asking what is it we need people to think, feel and believe in order for them to do whatever it is we need then to do: be nicer to customers, sell more, stay with the company, produce more, be safer etc
  • To create and maintain the right environment for knowledge sharing
  • Helping employees understand their role in delivering the promises made by the company’s advertising
  • Helping everyone learn to find their own voices
  • The IC team’s mission should be based on two main pillars: engagement and efficiency
  • Achieving synergies between disparate elements of an organisation
  • Developing a compelling employee comms strategy aligned to the business strategy, and the right structure and skills to deliver these
  • Equipping leaders and managers to shape employee behaviours and attitudes, and drive business results
  • Choosing channels and messages that educate and inspire each employee to deliver on organizational goals
  • Measuring the effectiveness of Internal Communication to demonstrate ROI, secure and sustain investment, and inform strategic planning
  • Acting as the conscience of the organisation, challenging constructively and pushing back
  • Act as reminder to other communications colleagues not to forget employees (in organisations where employees don’t always have a voice) so that all communications activity (both disciplines and channels) is joined up e.g internal + external
  • It’s about managers being well-informed and involved in the business
  • We should be involving employees in improving the business
  • IC should be part of the fabric of an organisation
  • Get people to listen to each other, to empathise
  • Helping people behave like people – even when they are ‘in the workplace’
  • To build a culture that will drive success
  • Change communication should be a stand alone area for IC

Hopefully I’ll see you on 2 October!



Book by midnight on Monday 8 September and you will be entered into our prize draw to win one of 50 copies of the book ‘Internal Communication – a manual for practitioners’ and you’ll save up to £100 off the conference ticket price.


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  1. Pingback: Headlines | Blog: internal email newsletters facing bleak future?

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