When do I need internal communication?

By Filipe Andrade

Despite having an even greater importance in times of crisis, internal communication is indispensable in the daily life of an organization, always.

As Camilla Stivelberg argues in her thesis ‘Comunicação Interna: Gestão e Prevenção de Crises’, “all organizations are submitted to possible crisis, whether they have small proportions or become major disasters”.

And despite the risk, these adverse situations are not necessarily linked to the use or not of an effective internal communication. The use of dynamic tools of communication and relationship with the public, on the other hand, will be critical to minimize the effects of the crisis. Therefore, the more dynamic is the communication, the less are the effects of the crisis and vice versa.

More than that, at all levels of an organization, internal communication is essential to align the team around common goals, at any moment. As a result, the company will be prepared for potential moments of crisis, besides maintaining a team of motivated and focused professionals.

However, the way to do internal communication varies from organization to organization, after all, the tools are countless — bulletin boards, house organs, corporate TV’s and radios, email marketing, information via intranet and social network websites, which are increasingly important and valued within the communication strategies.

If your company has lots of employees, too much information going on and developers are not keeping up, you need internal communication. For an effective internal communication, it is necessary to have people willing to know the information, people qualified to write, investigate and also post it. Frequency is also a key. But there is no miracle in communication with your employees if the company is totally disorganized in other aspects. Make a self-examination and if in doubt, consult an expert.

* Filipe Andrade is a PR account manager at Race Comunicação

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