Lesley Allman - Better Internal Communication: How to add value, be strategic and fast track your career

First published in Great Britain in 2021

by Rethink Press (www.rethinkpress.com)

Copyright Lesley Allman

All rights reserved. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior written permission of the publisher.

The right of Lesley Allman to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out, or otherwise circulated without the publishers prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.

To Jim, Margaret, John and Lynda, my parents and in-laws you inspire me

To Andrew, my husband you complete me (and you had me at hello)

To William and Elisabeth, my son and daughter you make me so proud

Contents

Foreword

Communication professionals are in an incredibly visible role inside organisations. Everything you write and advise is up for scrutiny and youre turned to as a trusted advisor. Its an invigorating, fascinating and vibrant role. It can also be frustrating, isolating and challenging.

Ive spent two decades working in the field of communications and, despite new approaches and channels entering the profession, the fundamental principles of good, effective internal communication remain unchanged. When you work intentionally as an internal communicator, you need to seek evidence to reinforce your instinct, craft meaningful stories from data and demonstrate your influencing prowess. The onus is on comms pros to invest in their own professional development, and I know youll find this book a valuable read. It contains ideas and actions you can immediately apply to your work. If you are looking to become a strategic internal communication professional and want to know how to be recognised as one, youre in the right place.

I welcome this book and Im encouraged by Lesleys focus on supporting internal communicators through its publication. Lesley invited me to speak at the Institute of Internal Communications Central Region conference back in 2013, when she was Director of the Central Region. She has extensive experience at a senior level, and I admire her thoughtful approach to internal communication. Lesley guides you through this book, explaining her ABCDE model and teaching you how to increase your knowledge, packing in practical examples to bring the thinking to life. Her intention is to help internal communicators enhance their careers, and the model provides a logical set of questions for you to go through. I know Lesley has designed the five steps so that youll be well on the way to creating a professional and effective communication plan.

As a result of working through the ABCDE model, you will have what you need to know to put an effective, strategic communication plan in place. I urge you to keep focused on business outcomes as you read through it, take time to reflect on what she shares and think about how it applies to your own organisation.

Knowing how visible internal communicators are, I hope this book encourages and inspires you to take great strides in your career. Keep it to hand, as youll want to refer to it time and time again.

Rachel Miller CHART PR FCIPR PGDIP FIIC

Founder, All Things IC

www.allthingsic.com

Introduction

Lets face it everyone thinks theyre an expert in internal communication.

In other professions, everyone else in the room respects the fact that the experts are trained and experienced in their field. When an accountant or lawyer is talking, it is assumed that they know best. But when it comes to communication, everyone from the CEO to their PA has an opinion.

As a communication professional, the onus is on you to raise your game which, in turn, will enable you to fast-track your career. To do that, you will need to develop and demonstrate your expertise. You must be able to show that what you are recommending and doing is based on real knowledge and experience that others simply dont have.

In over two decades as an internal communication specialist, Ive learnt not only the best ways to devise and deliver effective internal communication, but also how to be recognised as the expert a trusted advisor. Ive spent my career learning and applying the craft of communications as a consultant, in-house and as an independent practitioner, working on internationally recognised brands. My experience has given me a unique insight into what works and what doesnt in terms of raising your game and fast-tracking your career.

Raising your game

Sometimes the focus is too much on just getting stuff out there, ie on the content and channels of communication. Of course, these are important, but communication is only effective when it has actually landed when it has been received, digested, understood and acted on. Crafting some beautiful words and sending them out, even if this is done using the latest must-have channels, doesnt guarantee your message is communicated. There is a difference between informing people and engaging them. Internal communication can achieve both, but only if its done properly.

To help organisations to think and act more strategically when it comes to internal communication, Ive developed and applied a number of tried-and-tested techniques and models.

These include the ABCDE model, which ensures the right level of priority and focus is given to each of the five vital steps in any communication strategy: Audiences, Behaviours, Content, Delivery and Evaluation. This framework can be applied to communication challenges large and small, and I will share it with you in this book.

And its not all about big budgets you can produce great results without money for shiny new channels or campaigns and without extra resources to grow the communications team or increase the output. The advice in this book will help you to use the resources you have more effectively, to concentrate on what adds value and to identify and stop doing the things that are a waste of time and money.

Fast-tracking your career

To get on in your communications career, you need to be seen as more than just a postbox-person whose primary role is sending stuff out to employees. You need to show you know how to devise and deliver strategic internal communication that adds value for your organisation and its employees.

To be heard as a respected voice at the top table, you must prove your worth by demonstrating that, as a communication professional, you:

Ive been doing this successfully for more than twenty years and now Im sharing all my most useful learnings. I will set out approaches and actions that you can immediately apply to step up what you do and how you are perceived. This book contains everything you need to know to become and be recognised as a strategic internal communication professional. It will enable you to step up your knowledge, thinking and delivery, to increase your effectiveness and impact, and, ultimately, to enhance your career.