Internal Comms ≠ HR Comms

Why It’s Time to Give Internal Communication a Seat at the Top Table

Let’s be honest, if internal communications had a tagline for the last decade, it might well be “Sent on behalf of HR.”

That’s not a dig at HR. (We actually love HR.) But for too long, internal comms has been misunderstood as a support function, a broadcast tool, or the people who “make things look nice” in the company newsletter.

In reality, internal comms is one of the most powerful strategic levers in your organisation. Internal comms is a driver of culture, engagement, change, retention, and performance. Or at least, it should be!

It’s time we stopped treating it as an afterthought.It’s time we gave internal comms a seat at the top table.

So… What Is Internal Comms, Really?

Internal communications is not just the act of sending information around a business. It's the art (and science) of ensuring your people:

• Know what’s going on

• Understand what it means for them

• Feel something about it

• And, crucially, do something with that information

That’s strategy. That’s culture. That’s leadership.

And yet…

Many internal comms teams are still buried under layers of approvals, stuck formatting emails, or roped into writing tone-deaf updates about fridge etiquette.

Why Is Internal Comms Still So Misunderstood?

A few reasons we still come across with upsetting frequency:

1. It’s too often tied to tactical work

Because internal comms owns the channels (email, intranet, Teams, etc.), it’s often mistaken for just the distribution arm of HR, IT, or leadership.

“Can you send this out?” is not a comms strategy. It’s delegation.

2. It’s not always at the planning table

Too many decisions are made before comms are consulted. That leads to reactive messaging, low engagement, and the dreaded “We should have told people sooner.”

If internal comms is looped in after the fact, it’s too late to shape the narrative.

3. Its impact is harder to measure — but not impossible

Unlike sales or marketing, internal comms impact is felt in culture, behaviour, alignment, and trust. But with the right tools and mindset, those can absolutely be measured.

And yes, we can help you do that.

What Happens When You Get It Right?

When internal comms is strategic, visible and empowered, it becomes a business enabler. Here’s what that looks like:

A more engaged workforce

Employees who understand and believe in the organisation’s purpose are more productive, loyal and energised.

Change that actually lands

Whether it’s a restructure, a digital transformation, or new ways of working—clear, human-centred comms helps people navigate complexity with confidence.

Culture you can feel, not just describe

Your values, tone, and behaviours are communicated through stories, signals and daily rituals, not posters on the back of your toilet doors.

Leadership that feels accessible

When leaders communicate authentically (and visually), trust goes up. So does clarity.

But Isn’t That Just “Good HR”?

Great HR teams are strategic too. But internal comms is its own discipline. It’s not just about what the people agenda is. It’s about how it's communicated, framed, and adopted.

Let’s break it down:

HR Focus	Internal Comms Focus
Policies, processes, benefits	Meaning, motivation, clarity
Employee experience & wellbeing	Connection, messaging, culture
Recruitment & retention	Storytelling, vision, sense of belonging
Training & development	Learning campaigns, behavioural change comms

Together, they’re a brilliant team. But one isn’t a subset of the other.

What Needs to Change?

To truly unlock the value of internal communications, businesses need to:

1. Include comms in strategic conversations early

Before you roll out the new vision, values, restructure or platform, ask: What do our people need to hear? When? From whom? In what tone?

2. Invest in comms strategy, not just channels

Great comms doesn’t start with “Let’s put it on the intranet.” It starts with:

• Who are we trying to reach?

• What do they care about?

• What’s the best way to get through to them?

  
  

3. Elevate the role and the people doing it

Internal comms shouldn’t report in through three layers of admin. If it impacts culture and performance, it should have direct access to leadership.

4. Measure what matters

Yes, click-throughs are nice. But look deeper:

• Are people behaving differently?

• Do they understand the strategy?

• Do they feel included, heard and motivated?

  
  

This Isn’t Just for the Big Guys:

Why SMEs Need Strategic Comms Too

It's tempting to think that only the corporate giants, with their sprawling org charts and global workforces, need to worry about internal comms strategy. But actually, small and medium-sized businesses (SMEs) can benefit even more from getting it right.

Why? Because in smaller organisations:

• Culture is more visible (and more vulnerable to miscommunication!)

• Change happens fast, and people feel it immediately

• Leaders are often closer to the comms (for better or worse!)

• There’s less margin for disengagement, confusion, or mixed messages

Great internal communication isn't about the size of your business, it's about the clarity of your message and the consistency of your culture.

And the best part? SMEs can often act more quickly, try bolder ideas, and create more human comms because they’re not buried under mountains of tangled red tape!

That’s where a specialist agency like ours can help. You don’t need an in-house team of ten.

We can bring the thinking, creativity and strategic support you need, tailored to your size, structure and budget. Whether it’s a tone of voice refresh, a strategy session, an intranet makeover (or installation!), a specific comms campaign, or just helping your internal updates to stop sounding like terms and conditions, we’re here to make it simple and impactful.

How The Comms Guru Can Help

If you’re ready to give internal comms the respect (and results) it deserves, we’re ready to help. Here's what we offer:

Comms Health Checks

We’ll assess your internal comms ecosystem — your strategy, channels, messaging, engagement — and identify where things could be sharper, smarter or more human.

Comms Strategy

From change management to engagement campaigns, we create bespoke strategies that align your messages with your business goals and your people's needs.

Tone of Voice

If your internal comms sound like they were written by some old chap with a broom where it shouldn’t be, we’ll help you define a clear, confident, and consistent tone that reflects who you actually are, and gets people to listen.

Video Production

Want your comms to actually be watched, not just skimmed? Our video team makes leadership messages, onboarding content, and campaigns that cut through.

Final Thought

Internal comms isn’t a service desk. It’s not a box-ticking exercise.It’s a leadership function that deserves a seat where the decisions are made.

Because when internal comms is strategic, people feel informed, aligned, and connected. And when people are connected, business thrives.

Ready to elevate internal comms from messenger to strategic partner? Get in touch! We don’t just write the message. We help shape the story.