In a world where breaking news travels at the speed of a tweet and remote work has blurred the line between office and home, organizational communications have become the unsung hero of effective business strategy. As a communications writer, I’ve seen how good (or bad) internal communication can shape a company’s culture, reputation and resilience.
If you’re aiming for a career in PR or marketing, understanding how organizational comms work is no longer optional, it’s essential.
What Is Organizational Communications?
At its core, organizational communications are the formal and informal ways information flows within a company. This includes everything from employee newsletters and executive emails to Slack messages and town hall meetings. It also extends to how organizations communicate externally during crises or public-facing campaigns.
Harvard Business Review notes that businesses with strong internal communication practices experience 47% higher returns to shareholders than those without (HBR, 2021). That stat alone is reason enough for PR and comms teams to invest in clear, consistent messaging.
The Digital Shift: From Bulletin Boards to Zoom Rooms
The rise of hybrid and remote work has forced companies to rethink how they keep employees connected and engaged. Traditional tools like printed memos have made way for video updates, internal podcasts and interactive intranets.
Take Microsoft, for example, their “Inside Track” employee storytelling initiative lets staff members share personal and professional wins, creating a digital sense of community across continents. It’s a great reminder that people connect with people, not just policies.
As a comms practitioner, I find this shift exciting. It shows how technology can support more human, authentic communication within rigid corporate structures.
Crisis Comms Start from the Inside
One of the biggest lessons I’ve learnt is that external PR efforts are only as strong as internal communication systems. During crises, whether it’s a cybersecurity incident or a global pandemic, employees should never learn about company changes from the news or social media.
According to the 2023 Edelman Trust Barometer, employees are now one of the most trusted sources of information about a company. This means organizations must prioritize transparency and timeliness when delivering tough messages internally. We should advocate for crisis plans that prioritize employee communication alongside media strategies.
Culture, Retention and Reputation
Strong organizational comms don’t just improve productivity, they shape culture. Transparent, two-way communication empowers employees, improves job satisfaction, and strengthens a company’s reputation from the inside out.
Brands like Accenture and Shopify are proof that when employees feel informed and heard, they become passionate brand advocates. It’s also worth noting that internal PR campaigns from wellness initiatives to diversity programs are becoming a critical part of corporate storytelling.
“Employees who feel engaged and valued are 87% less likely to leave their companies”
– Gallup State of the Workplace, 2023
Sources
- Harvard Business Review (2021). Why Communication Is Vital to Company Performance. https://hbr.org
- Edelman Trust Barometer (2023). Trust in the Workplace. https://www.edelman.com/trust
Gallup (2023). State of the Global Workplace Report. https://www.gallup.com
