When organizations think about communications, external efforts—like media relations, marketing campaigns, or social media—often take center stage. And for good reason: external comms drive brand awareness, customer engagement, and business growth.
But there’s another essential side of communications that too often gets overlooked: internal communications. It’s not as flashy, but it’s just as, if not more, crucial—especially during times of change or uncertainty.
External communications focus on sharing your organization’s story with the outside world. This includes everything from media outreach and customer-facing emails to social media posts and ad campaigns. The goal? To shape how your brand is perceived by key external audiences, like customers, partners, investors, and the public.
Internal communications, on the other hand, are all about how you communicate within your organization. Think team newsletters, leadership updates, all-hands meetings, Slack announcements, or intranet posts. The goal? To keep employees informed, engaged, and aligned with your organization’s mission and goals.
Each has their own important role to play in the larger communications strategy of a brand.
Internal and external communications each play a vital role in an organization’s success, but their benefits are distinct and complementary.
External communications serve as your organization’s public voice, amplifying your brand story to help you stand out in a crowded marketplace. A strong external comms strategy builds awareness among key audiences, whether that’s customers, investors, or the media. Beyond visibility, these efforts drive critical business goals like attracting customers, securing funding, and gaining media coverage. By consistently presenting your organization as a thought leader, external comms also reinforce your credibility and position you as an authority in your industry.
On the other hand, internal communications focus on creating alignment and engagement within your organization. When internal messaging is clear and consistent, it ensures that everyone—from the leadership team to frontline employees—is working toward the same goals. This alignment boosts morale, as employees who feel informed and included are more likely to trust leadership and stay motivated. Moreover, effective internal communication empowers your team to become passionate advocates for your brand. Employees who understand and believe in your mission can share that enthusiasm with customers, partners, and the broader public, creating a ripple effect of positivity and trust.
Together, internal and external communications create a cohesive framework that drives both organizational success and team engagement. While external comms shape how the world sees you, internal comms shape how your team feels about the work they do—and when both are working in harmony, the results speak for themselves.
Let’s face it: internal communications often don’t get the attention—or budget—they deserve. Why is that?
For starters, internal efforts aren’t public-facing, which makes them easy to deprioritize. They don’t directly influence customers or revenue in obvious ways, so they can seem less critical. Leaders may also assume that employees are already "in the know" or rely on informal updates to keep the team informed. And when resources are tight, smaller teams often focus their energy on external wins, like landing press or driving sales, leaving little bandwidth for robust internal initiatives.
But overlooking internal comms is a mistake, especially during challenging times. Even if external communications need to pause—whether due to budget constraints, a strategic shift, or a quiet period—internal comms should remain a priority. Why?
First, your employees are your number-one advocates. They’re the most authentic and credible ambassadors for your brand. But to advocate effectively, they need to be informed and engaged. If communication within your organization falters, misinformation and rumors can spread, leading to confusion and a demoralized workforce.
Second, trust is built on transparency. During periods of change—such as a restructuring, product pivot, or external crisis—employees crave clarity and direction. Regular, honest updates from leadership demonstrate that you value your team and are committed to keeping them in the loop, even when the news is tough.
Finally, a strong internal culture fuels external success. Your employees’ experience directly impacts how they interact with customers, partners, and the public. When your team feels happy, informed, and aligned with the organization’s mission, they create better outcomes—whether it’s through exceptional customer service, more innovative work, or stronger sales performance.
In short, internal communications aren’t just a nice-to-have; they’re essential for maintaining trust, morale, and alignment. Pausing external comms is sometimes unavoidable, but when it comes to keeping your team informed and empowered, there’s no off switch.
While external communications might grab the spotlight, internal comms is the foundation of a healthy, thriving organization. Without it, even the best PR strategy can falter, as disengaged employees can undercut external efforts.
So, the next time you’re evaluating your communications strategy, ask yourself: Are we prioritizing our people? Because at the end of the day, your employees are not just part of your organization—they are your organization.
And when they feel heard, valued, and empowered? That’s when your brand truly shines.
