Internal comms that engage

When it comes to internal communications (’The vital connection between staff and the bottom line’, MW 10 November), social media and the intranet need to be balanced alongside other communication channels. In the same way, it is important to look at the balance of control. As Aviva’s Christy Stewart-Smith says, an internal communications strategy needs to share similarities with external communications and recognise the limits of control. This empowers the individual to be in charge of the message, in turn creating a free flow of two-way communication, allowing people to feed in their views.

Organisations can also ensure employees take responsibility for the communication by giving them the opportunity and tools to work out the information for themselves, such as by providing a link to another area with further instructions. By engaging in the communication in this way, they absorb more of the message.

Gail Franks, managing director, Summersault Communications


Social-media inept?

Marketing Week

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Drive belief in, not buy-in

Marketing Week

Being able to bridge the public service gap is great news for brands (MW 24 November), adding a potential new string to their bow. But it is how they communicate this to consumers that will be the true test for brand marketing. Today’s brands struggle to compete with rivals based on product or service alone, […]

Marketing holding greater sway needs culture change

Marketing Week

We were delighted to see Sir Martin Sorrell highlighting the growing influence of marketers in companies in the years ahead ( Marketers are uniquely positioned to help their businesses rise to the challenge of the tough economic climate but need the capabilities to do this and engage other functions in a more customer-focused agenda. While […]


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