Top Strategies for Internal Communications in 2025
The landscape of internal communications is evolving rapidly, and being prepared is not just a luxury—it's a necessity. During a recent Ragan webinar, industry experts Lisa Capra from LumApps and Randelyn Snow from RSI (a contractor for the US Department of Energy) shared their insights on crafting a forward-thinking communications plan for 2025.
Here, we'll explore the key takeaways from their discussion, focusing on how AI, video, and strategic communication play pivotal roles in shaping successful internal communications.
The State of Communications as Professionals Prepare for 2025...
Often, internal communications professionals are expected to handle tasks far beyond their scope, becoming a catch-all for duties others may avoid or lack the expertise to perform. However, communications should be seen as a strategic function within any organization, and many companies are honoring their communications pros as strategic leaders.
The evidence is clear in the KPIs that are assigned to internal communications professionals. According to Gallagher's 2024 State of the Sector Report, internal comms was tasked with the following KPIs in 2024: Culture & Belonging (78%), Strategic Alignment (76%) and Organizational Agility (46%).
Communications leaders also report the following barriers to success:
- Lack of time & capacity (35%)
- Disengaged employees (32%)
- Lack of budget (25%)
- Internal technologies (24%)
- Lack of analytics or measurement (19%)
All of these challenges from 2024 will certainly weigh into how comms professionals approach their 2025 planning.
Creating Your Communications Plan for 2025
Internal communications professionals must stay agile in a world characterized by constant change. Whether it's technological, organizational, or cultural shifts, the ability to anticipate and adapt is crucial.
A dynamic approach ensures that organizations remain competitive and employees are aligned with the company's vision and goals. Here are 5 things to include in your 2025 communication plan, according with experts Lisa Capra and Randelyn Snow.
5 things your 2025 internal communication plan needs
1. A dynamic intranet
Randelyn discussed how a dynamic intranet is an important tool for internal comms, especially for enterprise-sized businesses. She recommends looking for a dynamic intranet platform that is effective and easily accessible for all employees. It should be customizable to meet both organizational and employee needs, allowing employees to filter and engage with important information meaningfully.
This fosters collaboration and engagement among teams and across the organization. Additionally, an intranet serves as an institutional knowledge repository. When employees leave, new employees have a resource to reference what has been learned from others, which is highly beneficial in the long run.
2. AI is your friend
AI is transforming the way organizations communicate internally. Lisa Capra and her colleague Randolyn Snow stressed that AI is more than just a productivity tool; it's a gateway to creativity and efficiency. AI can automate routine tasks, making complex information accessible, and serving as an inspiration for content creation. It allows communicators to focus on tasks that require strategic thinking and human touch.
One of the practical applications of AI is personalizing communications to meet employee needs. By segmenting audiences and targeting messages, AI helps reduce information overload and ensures that employees receive relevant content. This targeted approach enhances engagement and minimizes the risk of disengagement.
Lisa highlighted the trend of using AI in organizations, noting varying comfort levels with its adoption. According to Gallagher State of the Sector report, internal comms pros are just beginning to take advantage of AI, with 33% reporting only experimenting with AI, and only 20% reporting using it to create communication content.
3. Email is out. Video is in.
The shift from email to video is another trend reshaping internal communications. As people spend more time consuming video on social media, employees are increasingly interested in watching video at work as well.
Video offers a personal touch, allowing leaders to connect with employees on a more human level.
Quick, polished videos can be produced in minutes, making them ideal for urgent communications or personal messages from leadership. The ability to see and hear someone delivers a sense of connection and engagement that text alone cannot achieve.
Video also caters to diverse learning preferences and generational differences within the workforce. Whether it's CEO updates, training modules, or employee testimonials, video content enhances retention and user experience. It is vital to ensure that videos are optimized for multiple platforms and languages to reach a global audience effectively.
4. Content strategy - know when to send.
Creating a successful internal communications strategy involves understanding audience preferences and behaviors. Lisa Capra emphasized the importance of content strategy and targeted communications—knowing when and how to send messages.
For example, instead of sending a company email first thing Monday morning (when employees are likely tired and overwhelmed by a full email inbox), schedule your email to send at a time when employees are more likely to be engaged.
Strategic timing ensures that communications are received and acted upon, rather than lost in the noise. Consider polling employees to determine how they want to be communicated with. If there's a gap between what you're currently doing and employees' expectations, use this to inspire your communication plan for 2025.
Finally, content strategy is important because it focuses on the needs of your team. How do they want to be notified? Ask them—use focus groups or surveys to find out their preferences for notifications, like daily or weekly digests or newsletters. There's often a gap between what we think we should do and what they need. We have our agendas, but how can we align with their communication preferences? Asking questions and talking to people helps. Surveys are a quick way to gather insights, while focus groups provide detailed data, though they take longer to process.
A few helpful ways to use personalized, targeted communication:
- Consider your content's relevance for specific groups.
- Ensure content is available only when needed.
- Archive content that is no longer relevant.
- As you wrap up 2024, review your major content. Decide if it needs archiving or is still relevant for next year.
5. Employee connection.
In communications, prioritizing safety, especially psychological safety, is crucial. This concept emphasizes that every employee should feel safe to bring their whole self to work at all times. Promoting this and showing employees that they are valued and part of a team can lead to them building the business together.
Randelyn Snow explained that to foster psychological safety, it's important that all leaders, started with the CEO, ensure that every employee, from the lowest rung to the top tier, feels like they are on the same team and working towards the same goal.
Additionally, humor (when appropriate for your brand) can be a powerful tool. Using humor and being personable in communications has proven to be very effective. In a serious world and in serious industries, lightening up communications can make a significant difference. When appropriate, humor can brighten the atmosphere.
Engaging in conversations with employees rather than simply giving directives can lead to increased productivity.
Adapting to Technological and Cultural Changes
The technological advancements and cultural transformations in today's workplace require organizations to be more adaptable than ever. Regularly updating and revising communication plans ensures they remain relevant and effective. Engaging employees and considering their feedback are integral to aligning them with organizational goals.
Internal communications must be treated as a strategic function, not just a support role. By leveraging data and insights, communicators can demonstrate their value and influence decision-making at the organizational level.
Looking Ahead
The future of internal communications is bright, with opportunities to leverage technology like AI and video to enhance engagement and effectiveness. By adopting a strategic, user-focused approach, organizations can ensure their communications are impactful and aligned with their long-term goals.
As we look towards 2025, it's clear that staying ahead in internal communications requires a blend of innovation, adaptability, and strategic thinking. By implementing the insights and strategies discussed in the webinar, organizations can create a cohesive, dynamic communications plan that meets the needs of their workforce and drives success.
