Strategic Internal Communication: Research Results

In today’s dynamic business environment, internal communication professionals play a pivotal role in driving organisational success. Our work involves strategically aligning communication efforts with business goals, fostering a culture of collaboration, and inspiring a shared vision among employees.

Our collaboration with Hailo seeks to bring much-needed attention to the often overlooked, yet pivotal, role that internal communication professionals play in shaping and supporting organisational success. Through our comprehensive survey, we aimed to understand the obstacles preventing communication professionals from adopting a strategic approach and demonstrating their true value. The insights gathered from over 200 internal communication professionals worldwide paint a vivid picture of the current landscape and the challenges faced.

Key findings from our research include:

• Over 70% of respondents feel confident in their ability to embrace a strategic approach to communication, despite a lack of understanding about what it means to be truly strategic.
• Two-thirds of respondents believe their strategic internal communication skills are either excellent or very good, yet there remains a disconnect in demonstrating these skills to senior leadership.
• Only a small percentage of respondents feel that their work in strategic internal communication is recognized and valued by top management.
• The main obstacles include a lack of recognition from leadership, insufficient time, and inadequate resources to focus on strategic initiatives.

The data reveals an urgent need for internal communication professionals to advocate for their role, effectively measure their impact, and communicate their value in terms that resonate with business leaders. This shift in perception—from being seen as mere messengers to being recognized as strategic partners—can bring tangible benefits to the organization. When communication professionals are acknowledged for their strategic role, organisations are more likely to experience improved alignment and a stronger culture. This recognition leads to enhanced employee engagement, better decision-making, and ultimately contributes to the organisation’s overall success. By elevating their status, internal communication professionals can drive outcomes that directly support business objectives.

This report is not just a compilation of data; it is a call to action—a rallying cry for internal communication professionals to step up, embrace their strategic role, and champion the importance of their work within their organisations. By doing so, they can ensure that communication is not just an operational function but a strategic imperative that drives business success. It’s time we demonstrate the undeniable value of strategic internal communication.