Internal communication (IC) is more than just crafting messages or sharing company updates—it’s the glue that holds organizations together. It aligns people with purpose, connects words to actions, and creates an environment where employees feel informed, included, and inspired. But the state of internal communication varies widely across organizations.
Depending on resources, leadership buy-in, and team expertise, IC functions fall into one of five categories: Struggling, Building, Delivering, Driving, and Thriving. Understanding where your team sits on this spectrum is essential for charting a path forward.
1. Struggling: The Undervalued Team
The Struggling IC team operates in survival mode. With limited resources and little to no executive support, they are often a one-person operation—or worse, a fragmented group of individuals pulled from unrelated roles.
Challenges:
Lack of investment in tools, training, or team capacity.
Communication is reactive, with little planning or strategy.
Often seen as “the people who send emails” rather than a critical function.
Opportunities to Advance:
Advocate for IC’s value using data and employee feedback.
Start small: deliver quick wins to showcase the impact of effective communication.
Build relationships with leaders who recognize the importance of internal messaging.
2. Building: The Emerging Function
Teams in the Building phase are laying the groundwork for a formal IC function. There is often a recognition that communication matters, but the team is still establishing processes, roles, and a clear purpose.
Characteristics:
A small, growing team with new or evolving responsibilities.
Introduction of basic tools, templates, and editorial calendars.
Leadership starting to ask for advice but still relying on tactical support.
Goals for Growth:
Develop a clear IC strategy aligned with organizational goals.
Establish metrics to demonstrate the impact of communication.
Build credibility by taking ownership of key projects like change communication or employee engagement campaigns.
3. Delivering: The Tactical Experts
The Delivering team is reliable, efficient, and productive. They are often the first to hear about upcoming initiatives and are trusted to execute campaigns and tactics.
Strengths:
Solid skills in creating content, managing channels, and delivering messages.
Well-organized workflows and established communication calendars.
Recognized as the “go-to” team for messaging needs.
Limitations:
Often stuck in execution mode, leaving little time for strategic planning.
Leadership values the team’s output but doesn’t always consult them on bigger decisions.
Next Steps:
Shift from being order-takers to trusted advisors by proactively suggesting communication strategies.
Advocate for involvement earlier in the decision-making process.
Start influencing messaging around organizational priorities and culture.
4. Driving: The Strategic Advisors
The Driving team has earned a seat (or at least an invite) at the table. They are no longer just implementing tactics—they are shaping strategies. Leaders turn to them for advice on how communication can drive business outcomes.
Key Traits:
Strong partnerships with senior leadership.
Proactively influencing decisions around change, culture, and employee engagement.
Using data and insights to inform strategies and measure impact.
Challenges:
Balancing strategic advising with the tactical demands that never entirely go away.
Ensuring IC priorities align with broader organizational goals.
Steps to Thrive:
Focus on continuous improvement by investing in team development and advanced tools.
Push for deeper integration with HR, Marketing, and other functions.
Keep measuring and communicating your value to the organization.
5. Thriving: The Trusted Partner
The Thriving IC team operates at the highest level. They are fully embedded in the organization’s decision-making process and are seen as essential to achieving business goals.
Defining Features:
IC is a respected function with a clear seat at the executive table.
The team drives culture, engagement, and change through innovative strategies.
Communication metrics are tied directly to business outcomes, such as retention, productivity, and customer satisfaction.
Sustaining Success:
Stay ahead of trends to ensure strategies remain innovative.
Share success stories to reinforce IC’s value.
Mentor and support other teams to elevate the function across the profession.
Where Is Your Team?
Understanding your team’s current state is the first step toward transformation. Internal communication is a journey, and each stage brings its own challenges and rewards.
As IC professionals, our role is to continually push the function forward—showing our value through measurable results and building strong relationships with leaders and employees. Whether you’re struggling, building, delivering, driving, or thriving, there is always room to grow.
Where do you see your team? And what’s your next step? Share your thoughts—I’d love to hear how you’re navigating this journey.