The best internal communication pros usually behave like talk show hosts – and not like news readers.
Most work-a-day internal communications staff are like news readers. They don’t come up with their own content, they just read from somebody else’s script.
Because of this, the content they deliver to staff is throwaway tittle-tattle with a super-short life-span:
- The 5th floor toilets are blocked.
- The Q2 results are out.
- The CFO will be visiting the Manchester location today.
Delete. Delete. Delete.
When you limit your internal communication to organisational housekeeping, you puts a serious choke on the value you offer to your organisation. If operational updates are the backbone of your internal communications content, you’re performing a minimum wage function.
When you’re responsible for internal communication, it’s better to behave like a talk show host.
When you model your role as host of an internal talk show, you can make it your content strategy to inform and entertain your audience with content about the company you work for.
- Here’s a profile of a colleague you know.
- Here’s the answer to a question you were wondering.
- Here’s a reminder of why you like your job.
In internal communication, you’re perfectly positioned to be a talk show host – gathering people of all levels around your virtual sofa.
This is a hugely powerful thing to do in today’s fragmented business world. When you’re the only person with a platform to make sense of the whole organisation, you have a seriously powerful platform. You command a lot of attention.
With this content strategy, staff will look forward to hearing from you, and they’ll notice when they don’t show up. And because you make your own content, you’re a thousand times more valuable than most internal communications practitioners.
Is it time for you to become an ‘internal Oprah’?