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A multi-channel approach to internal communication

The ways organisations communicate have transformed almost beyond recognition. Gone are the days of the office managerial memo and in its place has stepped shiny new comms tools.

In an excerpt taken from our latest internal affairs eBook, we explain what this development means for internal comms and the advantages (as well as the disadvantages) of channel surfing your way to communicating more effectively.

The basis of our eBook is to investigate and shed light on issues which internal comms pros face on a daily basis and one particular niggling issue which stood out the most was the adoption of a multi-channel approach to communicating internally.

It seems while most internal comms pros welcome new technologies to help aid the communication process, there are some of you who don’t welcome the complications it brings. Namely, deciding on which channel to use for a particular message as well as measuring its impact on its recipients.

The scope includes:

  • digital (email, websites, Facebook groups, videos, case studies, Yammer, restroom screens)
  • print (posters, flyers, laminated guides)
  • face-to-face (office hours, story events, dial-in audio conferences, open houses and ‘fairs’ on topics from benefits to technology)

So just how effective is the multi-channel approach?

So you’ve got more tools than a Swiss army knife– but what’s the most effective way of using them all?

As explained in our latest eBook, reaching office based staff is fairly simple as the traditional method of engaging via internal TV or an intranet system seems to cover those bases for employees, with and without access to a PC.

As one of the leading video production agencies in the North West, we regularly discuss the benefits of using video to engage employees and better improve internal communications within an organisation. During the research phase of our latest eBook we noticed how popular video messaging is and continues to be the go-to solution due to its convenience, familiarity and ability to easily engage employees.

The overall opinion of the multi-channel approach was that effectiveness ultimately comes down to choosing the right tools for the job in hand. Variety is important too. Ringing the changes is a good way of getting attention and can stop things getting a bit stale!

“It’s important because your staff are people. The minute they walk out the door, they choose their own channels… so you have to start thinking outside of your organisation.”

Tim Colman, Senior Communications Manager, WM Morrison Supermarkets plc

Ultimately, a multi-channel approach offers a choice. Due to the success of various social media platforms, people now have higher expectations: they’re used to being able to pick and choose the way they receive their information outside work, and expect the same convenience at work. It’s therefore important to recognise people’s individuality and their circumstances.


Download our latest eBook to find out more about how a multi-channel approach is a fantastic way of strengthening the message and its effect. 

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