The time has come to take Internal Communications out of its comfort zone.

At the beginning of November, Ruder Finn hosted a webinar sharing some insights to their research, now the report is complete and Laura Jameson, Internal Communications Director, Ruder Finn UK, has kindly shared some of the findings and there’s a link below to download the report too.

Laura Jameson, Ruder Finn

Laura Jameson, Internal Communications Director, Ruder Finn


Over to Laura.


Before I start this post, I want to ask you some questions:

Do you feel like internal communications is just an afterthought among your senior leaders?

Is your internal comms strategy only engaging small pockets of your total employee base?

Is email your go-to comms channel? Do you wish you could connect with employees in a more interesting, dynamic way?

Are you struggling to measure the success and ROI of your internal comms engagement?

If any of the above statements resonated with you, I’m both pleased and disappointed to tell you that you are not alone! These are some of the key challenges voiced by respondents to our recent survey of 100 internal communications (IC) professionals.

Across the board we found that despite their best efforts, communicators are operating firmly within their comfort zone when it comes to Internal Communications. All too often, we tend to play the safe, tried and tested card and shy away from more risky, impactful strategies that can make a positive impact on employee engagement – and most importantly, overall business success.

This doesn’t mean that communicators are naturally risk-averse. They are just subject to organisational pressures and conservatism that sometimes push them down the path of least resistance.

But why is it important to take a risk when it comes to IC?

The answer is simple – IC has a pivotal role to play in inspiring employees to become brand advocates and go the extra mile as their organisations position themselves for future growth. And in an environment where ‘doing one’s best’ is no longer good enough, organisations need to constantly strive to inspire their employees to go further, think bigger and try harder to achieve their business goals.

Good internal comms and employee engagement are at the heart of this dynamic and taking a risk comes as standard. We’re not talking about subject matter here but about challenging norms, changing misconceptions, and switching up approaches.

There’s a motto we have painted on our mural wall at Ruder Finn of which I am a strong believer – ‘if you do what you’ve always done, you’ll get what you’ve always got’. I believe the organisations that adopt a more open minded approach to communications and start doing things in new ways will be the ones to benefit in the long term.


The full report, which discusses the key findings from the research, shares suggestions for overcoming the challenges faced and makes recommendations for delivering successful programmes that truly push the boundaries of communications is available to download via the following link.



A live recording of our webinar and Q&A session can be accessed by CIPR members here.


If you’d like to discuss any of the report findings or recommendations in more detail, please feel free to connect with me via LinkedIn or at


Thank  you to Laura and the team at Ruder Finn for sharing this insight with us

Image credits: All supplied by Ruder Finn

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