Internal Communications
Working in Comms, your focus is rightly on connecting with our target audiences, engaging our communities and delivering unforgettable experiences. Sometimes that means we don’t pay attention to what can be the most crucial connection of all – the one within our own teams. Internal communication can often be an afterthought, leading to siloed departments, mixed messages and disengaged staff who have not come on the journey with you. When your curatorial team doesn't know about a major marketing push, or your front-of-house staff are the last to hear about a change in programming the impact is felt everywhere and can bring some challenges.
As the very nature of the ‘work place’ is changing rapidly (think hybrid working, the increasing prominence of AI and differing generational views on what makes a positive working culture) internal comms needs to be reflective of the moment. There’s some great insights on those themes in this blog from Influence that helps put some of that into a working context as well as in this Forbes article.
This guide provides a clear, actionable framework for building an internal communications strategy that works. We'll explore how to foster genuine connection, navigate change with confidence and help create a workplace culture where everyone feels informed and aligned with your mission.
Why does internal communication matter?
Before diving into the 'how', let's address the 'why'. Effective internal communication is the bedrock of a resilient and successful cultural (or any!) organisation. It is more than sending emails, it is at the core of your operational effectiveness and goes a long way to supporting an open and transparent working culture where everyone is on the same page.
Good internal communication ensures everyone from the director to the weekend gallery assistant or volunteer understands their role in the bigger picture and builds trust between teams. We believe it’s essential across your entire business function particularly for complex projects like exhibition launches, festival programming or major transformation either operationally or strategically.
Step 1: audit and strategise your communications
You can't improve what you don't measure so before launching any new initiatives, take stock of what you’re already doing. This strategic insight is the foundation for everything that follows.
Audit your current channels
Ask yourself and your team: Where do we currently share information? Common channels in arts organisations include:
All-staff emails
Team meetings (departmental or organisation-wide)
Intranet or shared drives
Instant messaging platforms (e.g., Slack, Microsoft Teams)
Notice boards in communal areas
Evaluate each one. Are emails being read? Are meetings productive or a drain on time? Is the intranet a useful resource or a digital graveyard? Getting honest answers is the first step.
Internal comms working groups can be an effective way to keep things moving. These should represent a wide variety of departments and specialisms (i.e. learning/curatorial/ SLT/Front of House) and meet regularly to discuss upcoming priorities and challenges, ultimately deciding on when and how best to communicate with the wider organisation.
Define your goals and audience
What do you want to achieve? Your goal might be to improve cross-departmental collaboration for fundraising campaigns or to ensure brand messaging is consistent from the marketing team to the box office. Clearly defining this will shape your strategy. Consider your internal audience segments: senior leadership, creative teams, freelance collaborators, volunteers, FOH. Each group has different communication needs and operational peaks that you should be aware of.
Step 2: Crafting clear and consistent messaging
With a strategy in place, the focus shifts to the message itself. Consistency and clarity are your guiding principles, especially when navigating complexity.
Align internal comms with your organisational branding
Your internal voice should be an authentic reflection of your external brand. If your public-facing brand is bold, innovative and inclusive your internal communication shouldn't be bureaucratic and top-down. This alignment reinforces your values and ensures that your team becomes your most powerful brand advocate.
Empower through leadership communication
Effective internal communication starts at the top. Leadership must be visible and consistent. Leaders who share the 'why' behind decisions where possible, celebrate successes and are open about challenges foster a culture of trust. This is never more critical than during periods of significant change management.
Step 3: Communicating through change and transformation
Arts and culture are sectors in constant flux. Whether it’s a funding restructure, a new artistic director or a major capital project these changes can be unsettling. A robust communication plan is your best tool for managing this.
Follow these steps for communicating change effectively:
Be proactive and transparent: Announce changes as early as possible. Explain the strategic reasons behind the decision, the anticipated impact and the expected timeline. Avoiding difficult news only fuels the rumour mill.
Create two-way dialogue: Change shouldn't be a one-way street. Create opportunities for staff to ask questions and express concerns through town halls, anonymous surveys, or dedicated Q&A sessions. Genuine listening is a powerful tool for connection.
Equip your managers: Middle managers are on the front line of any organisational transformation. Provide them with the information, key messages and resources they need to support their teams effectively.
Tell a story of progress: Don't let the communication stop after the initial announcement. Share updates, celebrate milestones and highlight how the change is contributing to the organisation's long-term vision and mission.
Conclusion: building a culture of connection
Strengthening your internal communications is an investment in your people and your future resilience. By auditing your current state, building a clear strategy, aligning your messaging with your brand and managing change with transparency, you can move beyond simply sending updates that no one reads and you begin to build a true culture of connection and trust.
Great internal comms is an act of great leadership and a core component of a successful strategy, ensuring your organisation is as strong on the inside as it appears on the outside.