Developing Internal Communication Step by Step
Article


Anna Almberg
Anna Almberg is an expert in internal communication and creating workplaces where everyone feels valued and heard. With her passion for the subject, she generously shares practical tips and advice through lectures and articles.
Visit Annas website
Professional Roles
Speaker, advisor, process leader, and artist
Expertise
Internal communication & communicative leadership
Internal communication provides direction in the workplace
Internal communication is the glue that holds a workplace together and gives direction to its work. But how do you go about building effective internal communication from the ground up? Let’s dive into this process with inspiration, concrete tips, and personal reflections on the most important steps.
1. Highlight the value – make it a priority
Internal communication is about more than just spreading information; it’s a tool for fostering engagement, trust, and community. By actively working with internal communication, we reinforce the organization’s values, promote a culture of openness and dialogue, and support strategic goals.
This is not solely the responsibility of communication professionals; it’s a priority for everyone in the organization. By communicating the value of good internal communication—such as increased employee satisfaction, more efficient collaboration, and a clearer sense of direction—we can create the willingness to prioritize and invest time in it.
When more people see its value and understand the benefits, the chances increase for strong internal communication to permeate the entire organization.
2. Make the overall strategy comprehensible
Once we’ve established the value of internal communication, the next step is to connect it to the organization’s strategic plan. Create an educational product that explains the strategy in a way everyone can understand and relate to.
Internal communication is the bridge between strategy and everyday operations; it translates goals and plans into tangible actions that employees can embrace and engage with. This involves transforming strategic goals into clear messages, using real-world examples, and visualizing progress in a way that helps everyone understand the organization’s direction.
By sharing knowledge about the strategy in a communicative and inclusive way, we create a shared understanding that enables everyone to contribute to the organization’s success.

3. Assess the current state – how does internal communication work today?
Before moving forward, we need to pause and evaluate our current position. By analyzing the results of employee surveys, we can gain an understanding of the current state. What works well in our communication, and what needs improvement?
This analysis should be complemented by conversations with both leaders and employees to understand needs and expectations. Involving HR from the beginning also provides a comprehensive view of the challenges and how they impact the work environment and employee engagement.
4. Clarify roles – the business managments role
No change can happen without support from leadership. The decision to prioritize internal communication and give it the necessary mandate is crucial. Leadership needs to view communication as a strategic resource, not just an information channel.
Here, linking internal communication to the strategic and operational plans can clarify how it contributes to the organization’s overarching goals.
5. Choosing the right channels – develop a channel strategy
Effective internal communication requires the right channels. We need to ensure that we have tools that support both information sharing and dialogue.
A channel strategy can be a great help here. Which channels are currently available, and which need further development? Are intranet platforms, newsletters, digital screens in the workplace, or perhaps physical meetings the most effective?
Digital screens can be a powerful tool for quickly and visually communicating important information to many employees, particularly those without individual computers or the time to visit the intranet. Screens help ensure that everyone, regardless of their role, has access to critical work-related information.
It’s essential that the channels match the target audience’s needs and technical capabilities. Creating internal personas or fictional employee profiles can be a useful tool for understanding the audience and their communication preferences.

Digital signage as a channel choice
Digital signage is an effective way to deliver internal communication directly to employees, no matter where they are. With clear, visual messages on screens, important information has a greater impact and is always up to date.
6. Content and themes – the right message at the right time
Planning content is one of the cornerstones of successful internal communication. To make content relevant, we need to align it with the strategy’s focus areas and values. What messages and themes are important for our organization right now?
This requires proactive and thematic work. Regularly planning content that reinforces values and supports strategic direction creates a cohesive context and makes communication meaningful.
7. Provide support to leaders
Leaders are key players in internal communication. They are often expected to convey strategic decisions, drive dialogue, and create understanding within their teams.
It’s important to equip them with the right tools and support. A toolkit for communicative leadership can be very helpful, including resources such as guidelines for team meetings, advice on active listening, support for strategic discussions, and tips on how to give constructive feedback.
8. Train and inspire – communicative leadership and employee participation
To make internal communication successful, we need to establish a shared foundation of skills. Development programs for both leaders and employees are essential.
Training in communicative leadership enhances leaders’ ability to drive dialogue and engage their teams. Simultaneously, employees should have opportunities to develop their participation by learning how they can contribute to an open and constructive communication culture.
9. Follow-up and measurement – track the impact
To know if our efforts are effective, we must measure and follow up. Employee surveys are a valuable tool, but they should be complemented with other methods, such as interviews and pulse surveys.
Consistently listening to needs and identifying what works and what doesn’t is key to adjusting and improving communication over time.
Summary
Developing internal communication is a journey that requires time, commitment, and collaboration. It’s about creating direction, defining roles and responsibilities, selecting the right channels, and most importantly, fostering dialogue and participation.
When we successfully connect internal communication with engagement, profitability, and customer interaction, it becomes more than just an information channel—it becomes a strategic force driving the organization forward.
So, if you’re looking to improve internal communication in your workplace, take a step back and reflect: What do we want to achieve, and how can communication become a catalyst for change and development? That’s where the real journey begins.
//Anna
Spread the message with digital screens
Do you want to create a workplace where employees are informed, engaged, and proud? With digital signage, you gain an effective tool to highlight important information, celebrate achievements, and strengthen your culture—every day. Contact us at PLAYipp and see how your messages can bring new energy and pride to your entire organization!
Continue reading!
This was article 2 of 4. Anna has written four interconnected articles.
Read the next article to learn what good internal communication really is.