The value of internal comms by Danielle Starling

There are countless articles online about the importance of internal communications, but I always like to share one particular example to illustrate its value.

Ready? Imagine you’re buying a new car (or any big-ticket item that involves visiting a showroom or shop). You’ve been bombarded with flashy online ads, watched sponsored videos showcasing the dream lifestyle this car promises, and read glowing reviews. You’ve done your research and are convinced this is the one.

Excited, you head to the showroom. You walk in, spot the car, and sit inside. The new car smell is intoxicating, and the seat feels just right. But 10 minutes pass, and no one has approached you. The staff seem disengaged, uninterested. When you finally find someone to help, they don’t know much about the car’s features, give you incorrect information, and can’t even tell you when the car will be delivered. To top it off, they quote you an outdated price.

Now, while internal comms alone wouldn’t solve every issue in this scenario, it could make a huge difference. I truly believe that investing in internal communications - and in employees - helps organisations achieve better outcomes, stronger results, and a more positive impact.

Did I always think this way? Not at all.

Growing up, I had a lot of ideas about what I wanted to do with my life, and they changed regularly. At one point, I wanted to be a high school English teacher, inspired by a life-changing teacher of my own. Then I dreamed of becoming the General Manager of a holiday park after a few fun years working at my local Haven Holidays. Then it was back to teaching, until I had an unproductive gap year (which didn’t even involve going abroad!). I ended up applying for a nursing course at a local university, got in, and promptly burst into tears in the pub toilets while celebrating with friends. It just didn’t feel right.

Eventually, I found my way to Sheffield Hallam University to study Public Relations and Communications. I hoped it would build on the communications course I’d taken at college, combining theory with practical skills I could use in a career. At the time, I had my sights set on Formula 1, dreaming of starting in PR and media before moving into sponsorship.

Unsurprisingly, those roles were few and far between. I applied for anything remotely related to cars or sports, but two months after graduation, I was still jobless. My retail job was keeping me afloat, but I was close to moving back home. Then, just in time, I discovered the GEM Programme, which helps people start careers in the housing sector. I landed a placement at South Yorkshire Housing Association in Sheffield.

At that point, I didn’t know much about internal communications. It had been briefly mentioned during my university course, but it wasn’t presented as a career path or something people actively pursued. My role was to improve the organisation’s all-staff briefing process and implement a new intranet, all while completing a Level 4 Chartered Institute of Housing qualification.

I absolutely loved it. I worked with incredible, inspiring people who were passionate about making a difference for their stakeholders - whether that was tenants across South Yorkshire, clients in supported housing, or colleagues and partner organisations in the housing sector. Within two weeks, I knew internal comms was what I wanted to do, and I’ve never looked back.

Since then, I’ve worked in universities, supporting staff and student communications, before moving into the Civil Service. While my main passion will always be internal comms, I’ve also had the chance to expand my skills into other areas, such as change and external communications.

I’ve also become more involved with the internal comms community and the Institute of Internal Communication (IoIC). I’m incredibly proud to have been part of a team that was recognised at the IoIC 2025 Awards. We even had the opportunity to present at IoIC Festival 2025, showcasing the impact of internal comms during times of significant change.

So, why do I love internal comms?

• Real-time impact: You get immediate feedback from colleagues and can see the tangible results of your work.
• Diverse skillset: Internal comms requires a wide range of skills, from stakeholder and event management to storytelling, writing, proofreading, strategy, and planning. And then there are the unexpected skills you pick up along the way - ask me about the time I had to tape out our operating model on the floor of a disused hangar!
• Variety: While the core skills remain the same, the topics you work on are constantly changing. Over the years, I’ve written about everything from charity fun days and pensions to doughnuts, new buildings, old buildings, buildings being demolished, lakes, snow, car parks, commercial pathways, tanks, laptops, and major organisational changes affecting over 11,000 people.
• Community: Internal comms has an incredible network of passionate professionals across the UK and the world. These are people who face the same challenges and opportunities, who are committed to achieving the best outcomes, and who are always willing to collaborate and share ideas.

And that’s why I chose internal comms - and why I know I always will.

This blog is part of our #IChoseIC Series. The #IChoseIC Campaign aims to raise awareness of internal communication as a career pathway and shift the narrative from 'I fell into IC' to 'I chose IC'. 

You can find out more about the #IChoseIC campaign and how to get involved here.