Choose the perfect channel for your internal comms

September 4, 2014by Mike LepisInternal Communications


You know when the best time to receive a phone solicitation? Never.

I’m sure there are statistics that support when you should and should not call, but let’s just say that these days, it’s never. If you are a savvy marketer or communicator you know your audience. You know when they are open to your message and you know how to connect with them.

Internal communications should be no different. Get to know your audiences. Know when and how to reach them. Just because you have an intranet does not mean you can slap something up there and say, “I’m done.” Monday is a heavy business day? Hold your message until Tuesday. Is your CEO on an “anti-email” campaign? Hold off on sending more email. Do you have an internal social network? Open up some meaningful dialogue.

Consider the following when choosing the right channels for your message:

  1. Who is your audience?
    Retail? Corporate? Remote? Mobile? Get to know how your audience interacts with your content. We are really happy to see our clients coming to the table with some great insight and data on their internal audiences. The better the information you have, the more effective the solution will be.
  2. What channels do you have at your disposal?
    Knowyour inventory: intranet, digital signage, desk drops, town hall meetings, email, mobile apps. Leverage what is already in place to reach your people.
  3. What is the most appropriate channel for the message?
    Corporate realignment? A poster is probably not the right choice. Employee recognition? One channel is probably not enough to show you really mean it. Updated software system with impact on entire organization? A commemorative tchotchke is not the right idea.
  4. What do you want your audience to do with your message?
    Ask yourself what you want the audience to do with your message. This will inform what channel or channels would be best. Are you just pushing communications? Email, newsletters, and posters will probably be best. But if you are trying to encourage participation or solicit input, then workshops, social networks, or events would be a better choice.

This month on Vignette’s blog we are going to explore a few channels: print, mobile, events, and video. Weare going to share our experience of what works well for our clients. We hope you enjoy it, and we would love to hear from you, too. What do you think about channel selection in today’s internal communications?


Mike @mikevignette

Photo Credit: Angie Chung


Mike Lepis

As a Chief Strategy Officer, Mike leads our team to develop strategy, insights and creative solutions to drive employee engagement. He believes through human-centered design and strategic communications—employees will get behind a brand and its mission.