Imagine a major company announces a new direction but by the time the news reaches frontline staff the message has become so garbled it sounds like Chinese whispers. Meanwhile the new communication platform that was meant to revolutionise workplace connectivity sits unused because nobody really knows how to use it.
These scenarios play out in organisations across Australia every day, wasting hours of productivity and missed opportunities for alignment. This is where internal communications specialists make their mark.
But what does an internal communications specialist do and how can they change your organisation’s communication landscape? Let’s find out.
Key Responsibilities of an Internal Communications Specialist
Internal communications specialists are the glue that holds organisations together, making sure information flows between leadership and employees at all levels. They do far more than just send company-wide emails.
Strategy Development
Like architects design buildings before construction begins, internal communications specialists create comprehensive strategies that align with business objectives. They ask the big questions: What information needs to be shared? Who needs to receive it? Which channels will be most effective? What are we trying to achieve?
This strategic foundation means all communication has a purpose rather than contributing to information overload.
Content Creation
Internal communications specialists are at heart storytellers. They turn complex business information into clear, engaging content that resonates with employees. This includes:
- Company newsletters that highlight achievements and upcoming initiatives
- Executive announcements that communicate strategic direction
- Change communication that helps employees navigate transitions
- Crisis messaging that provides clarity in times of chaos
A good specialist knows how to balance informative and engaging, so messages are both understood and remembered.
Channel Management
In today’s digital workplace, the number of communication channels has multiplied. Internal communications specialists manage this ecosystem, so each channel serves a purpose:
- Intranets for centralised information and resources
- Email for formal announcements and updates
- Collaboration platforms for team work and project work
- Digital signage for high-visibility messaging
- Face-to-face forums for deeper engagement
By setting up clear channel guidelines, specialists help employees know where to look for specific information, reducing confusion and info fatigue.
Measurement and Analysis
Like any strategic function, internal communications needs to be measured to demonstrate value and identify areas for improvement. Specialists track metrics such as:
- Message reach and readership
- Employee engagement and feedback
- Knowledge retention and understanding
- Behaviour change as a result of communicationThis data-driven approach allows for continuous refinement of communication strategies, so resources are focused where they’ll have the biggest impact.
Key Skills of Effective Specialists
The best internal communications specialists combine multiple skills across creative and analytical disciplines:
- Strategic thinking to align communication with business objectives
- Empathy to understand different employee perspectives
- Writing skills to craft clear, compelling messages
- Digital literacy to use various communication platforms
- Analytics capability to measure impact and prove ROI
- Project management to coordinate complex communications projects
These skills enable specialists to be trusted advisors to leadership and deliver practical communication solutions across the organisation.
Platform Selection: A Vital Function
One of the biggest ways internal communications specialists add value is through expert guidance on platform selection. With so many options available—from comprehensive digital workplace solutions to specialist collaboration tools—choosing the right platform can make or break your internal communications strategy.
Assessment Framework
Effective specialists use a structured approach to platform selection, considering factors such as:
Organisation Size and Structure A company with 5,000 employees across multiple sites has different needs than a professional services firm with 50 staff in one location. Specialists match platform capabilities to organisational reality.
Types of Communication Required Do you need real-time collaboration, document sharing, video broadcasting or all of the above? Specialists assess these requirements before recommending solutions.
Security and Compliance Important in industries like healthcare and finance, these considerations ensure platforms meet regulatory requirements and protect sensitive info.
Integration Capabilities The best platforms don’t exist in isolation. They connect seamlessly with other business systems like HR platforms, CRMs and productivity tools.
User Experience and Accessibility A platform with great features won’t deliver value if employees can’t use it. Specialists evaluate usability, especially for frontline staff who may have limited tech access.
Cost and Scalability Beyond initial investment, specialists consider ongoing costs and the platform’s ability to grow with your organisation.
By guiding organisations through this assessment process, specialists help avoid costly platform investments that don’t deliver expected returns.
Maximising Platform Capabilities
Selecting the right platform is just the beginning. Internal communications specialists know how to get the most out of their organisation’s communication tools:
Strategic Implementation
Rather than rushing to roll out new features, specialists develop phased implementation plans that introduce capabilities gradually, so employees can build comfort and competence.A regional council we worked with moved from email-centric communication to a full digital workplace by introducing new features every quarter, with each phase accompanied by targeted training and clear use cases.
Content Strategy
Different platform components require different content approaches. Specialists develop guidelines for:
- News and announcements
- Knowledge base and resource libraries
- Discussion forums and collaboration spaces
- Recognition and social features
This ensures each platform area remains alive and valuable rather than a digital ghost town.
Adoption and Engagement
The best platform delivers zero value if employees don’t use it. Specialists develop adoption strategies including:
- Launch campaigns that generate excitement
- Training programs for different user groups
- Champion networks for peer support
- Ongoing communication about platform benefits and updates
Through these efforts, specialists turn platforms from unused tools into thriving digital workplaces that connect employees and support business objectives.
C-Suite to Frontline Communication
Perhaps the most valuable role of internal communications specialists is to get critical messages to and through to frontline employees. Research consistently shows that messages get lost and distorted as they cascade down the organisational layers—a phenomenon that can seriously undermine strategic initiatives.
Multi-Channel Approach
Effective specialists never rely on one channel to deliver important messages. Instead, they create integrated campaigns that might include:
- Leadership videos explaining key initiatives
- Digital updates on the company intranet
- Team meeting toolkits for managers
- Interactive Q&A sessions
- Visual infographics summarising key points
This redundancy ensures messages reach employees regardless of their preferred communication channels.
Message Clarity and Relevance
Jargon, corporate speak and vagueness are the enemies of good communication. Specialists translate complex business ideas into clear language that resonates with different employee groups.
They ask the critical questions: “Why should frontline employees care about this?” and “How does this affect day-to-day work?” to ensure messages connect with real employee concerns.
Feedback Mechanisms
Communication isn’t complete until understanding is confirmed. Specialists implement feedback channels such as:
- Pulse surveys after major announcements
- Discussion forums for questions and clarification
- Manager check-ins to gauge team understanding
- Focus groups to gather detailed feedback
These mechanisms not only verify message comprehension but also uncover employee insights that would otherwise be hidden.
When to Get an Internal Communications Specialist
How do you know if your organisation needs internal communications expertise? Check these signs:* Employee feedback says information isn’t reaching the right people
- Initiatives aren’t gaining traction across the organisation
- Your platforms aren’t delivering expected engagement
- Departments are in silos with limited information sharing
- You’re planning significant change that needs clear communication
Organisations can access specialist expertise through:
- In-house specialists for ongoing support
- Agency partnerships for project based support and expertise
- Consultants for strategic guidance and capability building
Regardless of the model the right specialist will show value quickly through better communication and alignment.
The Results of Good Internal Communications
When internal communications specialists do their job organisations experience:
- Improved employee engagement (research shows up to 40% increase)
- Faster change adoption as employees understand and buy in to new initiatives
- Less duplication and wasted effort through clearer information sharing
- Stronger culture and values alignment across dispersed teams
- More visible and trusted leadership throughout the organisation
These outcomes translate directly to business performance with engaged employees delivering higher productivity, better customer service and stronger innovation.
Building Internal Communications with Content Hype
At Content Hype we know the power of internal communications. Our specialists combine communication strategy, platform optimisation and content creation to help organisations connect leadership with employees at every level.
Whether you’re selecting a new platform, maximising your current tools or developing strategies to get messages to your frontline, we can help you create a more connected, engaged and aligned organisation.
Get in touch to discuss your communication goals.
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