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"We are often asked to help organisations think through their internal communication function. The question sooner or later gets back to the question of where they add the most value and whether it is enough to be a great writer or organiser.
Research that I did with Sue Dewhurst in the past highlighted the fact that whilst a good communicator needs certain basic skills, they are just that – basic. In order to have an impact, professional communicators need to do much more.
To illustrate this point I have developed the internal communication value chain. The idea is quite simple. Whilst each individual step in the process is important, it is only when you have thought about the whole end-to-end value chain can you decide where best to focus your effort.
Naturally, every organisation is different. Where you add the most value will reflect your industry, your history, the maturity of the communication awareness of leaders or the issues which you face."
Read the full article to find out more about these components of the communications value chain:
- Understanding audiences and providing intelligence
- Planning and co-ordination
- Message clarity
- Excellent tools and processes
- Evaluation and predictive data
This is a great way of thinking through the focus of communication teams. Ideally we'd be able to do it all. But when you can't, understanding where you can make the most impact within your resources, and possibly expertise, will help guide you forward.
This is also a great chart to show to people who may not understand what it is internal comms can offer the organization.