Internal Communication Strategies - From Employee to Brand Champion

Marketing Institute of Singapore - Executive Development

Course introduction

Just like how our circulatory system links our body parts, internal communication works the same by linking up the various departments within an organisation. A malfunction in your body would have you performing below par, and in the same token, poor internal communication will result in an underperforming organisation. Effective internal communication is the foundation, facilitating the integration of stakeholders, processes and technology by effectively managing ongoing changes to deliver results, thereby strengthening the organisation. Strategic internal communication also enables organisations to survive during challenging times.

Course Benefits

At the end of this two-day hands-on workshop, your inherent skills in internal communications would have been taken to another level – one that would enable you to appreciate its common causes and problems, thereby empowering you to strategically communicate with your internal stakeholders.  Together as a team, you will better overcome challenges and solve problems in an environment of trust and commitment.

Target Audience

This course is suitable for anyone who needs to deal with internal audience, especially executives from Public Relations, Corporate Communications, CSR, Investor Relations and Human Resources.

Course Outline

Why internal communications matter

As brand ambassadors, employees must be able to align with the positioning and image of the company. While the leader articulates the organisation’s growth potential that reflects these stakeholders’ aspirations and benefits, envisioning exciting possibilities in a ‘Shared Vision’, as advocated by Peter Senge, to achieve your company’s internal communication strategies.  

Who are our internal audience

Stakeholders who share the same organisational values or common points of reference.  Potentially, your biggest advocates, they need to know what we aim to communicate and how to. 

How do we communicate

With a diverse population with different information needs and time, it is not possible, for example, to update the company driver in the same way as his other colleagues.  What channels do audiences value?  We look at various media to understand the respective impacts. 

What do we say and what do we want people to do

Communication is about results. We give out information with impact and interest in the outcome, and how it supports specific goals.  What does the message mean to the audience: What’s in it for me?  Why should I care? 

Where are the checkpoints

How will you know if you are connecting with your internal stakeholders? We look at the core competencies of an internal communicator, the value of feedback.

When is the communication

The vast majority of internal communications is about change.  From a simple exercise to a complex one like M&A, the rate of change is relentless.  What is leadership communication, and what is the role of the internal communicator during change?

Effective communications skills

How to communicate effectively at work? Learn the key principles to develop skills to cut through the noise, separate data from information, recognise communication barriers, conflicts, then strategise your internal communication to make every employee your brand champion.

Available Course Sessions

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Trainer Profile

Rowena Lim

Rowena Lim has over 25 years of communications experience. Starting out in public relations and advertising, she ventured into journalism before entrenching her experience in corporate communications. Today, she is a Director of a multi-media investment company.

In corporate communications, her experience extends from corporate positioning, reputation management, brand management, consumer communications, crisis communications, financial communications to media training.

She started her corporate communications with Hickson Public Relations as Senior Consultant after 12 years of inhouse PR/Advertising and journalism. She became Vice President when the agency was acquired by Fleishman Hillard International Communications. Shortly after, she rose to Senior Vice President. At Fleishman Hillard, she served one of their top accounts and was also their Asia Pacific practice leader for the corporate group.

With her knack for 'total' communications, she has contributed to various clients including United Airlines, The Singapore e-Government Leadership Centre, Jardine Matheson Group, NEA, WDA, NOL, APEC Secretariat, Ngee Ann Polytechnic, J P Morgan, Scandinavian Airlines, Caterpillar, The Hearing Centre, Electrolux, Canon, Pioneer Electronics, Hitachi Asia, Cordlife, Caltex, and Shell.

Rowena has an MBA degree in Marketing from the University of Hull, UK.