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Each year when the Gallagher and IoIC State of the Sector report is released, there is a level of consternation about the absence of long-term strategic planning in internal communication (IC). According to the 2021 report only 40% of IC teams had a plan any further ahead than one year.
Putting aside debate about how far ahead IC teams should be looking, many practitioners report being overwhelmed by the sheer amount of day-to-day work that has to be done. In the popular management book The 4 Disciplines Of Execution this is referred to as 'the whirlwind'. It is a good metaphor. The constantly growing list of projects, requests, meetings and unforeseen developments endlessly demands our time and attention. In many ways, it has to be serviced. But if we are giving this torrent of stuff our full attention, are we really doing our organisations any favours?
At the IoIC, our view is that by devoting some time to formulating IC strategy, we ensure that our communication efforts stand the biggest chance of making a meaningful impact on our organisations' performance. That is why working alongside seasoned practitioners we have developed a thorough guide to IC strategy now available to IoIC members. Here is a taster of what it covers.
We view these things less as a one-off linear process, and more as continuing streams of activity within an IC function, running alongside and helping to give meaning and shape to that day-to-day 'whirlwind' of activity. Documenting all of this is of course important in some ways (for communicating intent, gaining buy-in and holding people to what has been agreed) but the aim here is to operate strategically and impactfully – not primarily to put together a great document.
The management thinker Peter Drucker once said: "I've seen a great many people who are exceedingly good at execution, but exceedingly poor at picking the important things." If you think that is ever true in your team, then it may be that more time needs to be carved out for strategy development. And if you're not sure where to start… well, we hope our guide will help.
I am an internal communication and engagement professional currently working with the CIPD having previously headed up teams at the Civil Aviation Authority and Scope. As an IoIC board member, an alumnus of the IC postgrad diploma, and a representative of a professional body, I am enthusiastically committed to raising standards of practice within internal communication - and recognising the very best work carried out by practitioners.