Internal Comms is officially business-critical - so why are organisations still treating it like an optional extra?

The latest Gallagher Report makes it crystal clear: internal comms isn't just 'nice-to-have' - it’s essential. Yet too many organisations still treat comms like the office stationery cupboard - open occasionally, grab what's needed, close the door.

One of the biggest compliments I ever received was six months into a contract when the director pulled my manager aside and asked what he could do to keep me permanently. This was a director who previously never saw the true value of comms but, in a short time, was wondering how he could keep it longer-term.

So how did I go about moving comms from a dusty little cupboard used from time to time to part of the furniture?

1. Understand what's keeping your exec team awake at night - and make it your priority.
Move beyond reactive, tactical delivery. Identify leadership’s current pressures and build your comms strategy around solving those problems. COVID was a prime example: internal comms teams became central problem-solvers. Now it’s about aligning again - find out what matters most to your leaders today.

2. Become the dot-joiner.
Internal comms professionals hold a unique position at the heart of organisations. You see across departments, teams, and priorities. Your role is to steer, advise, and connect leadership priorities with employee needs - and these often differ greatly. Join the dots clearly and consistently.

3. Master saying "no" - without actually saying "no".
This was always my biggest area of impact. No one likes a flat-out refusal. Instead, establish clear frameworks and templates that educate teams on what you do (and importantly, what you don't do). No time to draft every requested update? Provide a simple comms briefing sheet or template, empowering requesters to self-serve. In most cases, you just need to jump in at the end to edit and advise on small amends. Sometimes, people realise they don’t need a comms at all, just a conversation with the right team leader. This alone cuts delivery time by around 60% and still ensures the quality of the comms is done well.

These tips barely scratch the surface in demonstrating how valuable internal comms can (and should) be.

If you're feeling stuck in reactive, tactical mode - I can help.

I offer four clear services to match most needs and budgets:

1. Fast Fix Sessions - rapid clarity when you're stuck.
2. Comms Reset - a quick refresh to set clearer priorities.
3. Deep Dive Strategic Support - comprehensive strategy development.
4. Fractional Comms Support - flexible, expert help without a long-term commitment.

Not sure what you need? Book a discovery call and we’ll figure it out together.