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How to Develop an Effective Internal and External Communications Strategy after the Pandemic

Communication was at the heart of what kept us all going at the start of the Covid-19 pandemic.

Now things are moving to hybrid working, it's important to make sure you have an effective internal and external communications strategy for your organisation to succeed.

Employees working together to develop an effective internal and external communications strategy after Covid-19

First, What is a Strategy?  

A strategy is often defined as a plan of action or policy designed to achieve a major or overall aim. 

Everyone went through a digital transformation due to the pandemic and communications became a guessing game. There's no doubt that your communication strategy has been through a few changes since the start of 2020. But, now is the time to plan your path now we have a more clearer view on the future. 

What is the Difference Between Internal and External Communications? 

Internal refers to strategies of your organisation to ensure information is conveyed to employees. 

External is part of your brand, connecting people outside your organisation.  

Both, however, are important to the long-term success of your organisation. 

Internal Communications 

Internal communications used to be quite easy when employees worked side-by-side. But now, there's a rare chance of a Monday morning meeting in the office or a whole organisation meeting because the way we work has changed.

Since we don't see our colleagues or clients face-to-face or not as much, organisations need to develop their communications, earning trust and productivity. In fact, nowadays organisations need to reach their target audience and employees with the most relevant information faster. 

For example, to keep your internal communications on track, you could use a communications strategy template. HubSpot shows us a helpful example: 


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Keep it simple and choose whichever template is best for you.

Employees look to leaders for direction and advice, so it's important there's a platform to increase the awareness of your strategy and mission, especially on how your employees will contribute and their value.

It's not just employees who are part of internal communications either. It can also include internal stakeholders, which the organisation must communicate effectively with to build (or rebuild) trust, manage reputation and engage them regarding their priorities and objectives.

As Managers and leaders now have a better understanding and appreciation of the work delivered by communications and as the pressures continue with day-to-day work, it is time to develop an effective strategic communications approach that focuses on making a difference for your communications team and organisation.  

External Communications 

In fact, you want your organisation to stand out and be understood but in order to achieve this, you need to build a strong external communications strategy that works hand-in-hand with your internal one.

Your external communications is the only way your audience will know about your product and services and rely on information. 

How? There is not just one tactic to convey information. Look here: 

  • Website and Content 
  • Social Media 
  • Public Relations 
  • Customer Communications 
  • Speaking Engagement 

So, what are the tips for external communications? 

  • Know your audience 
  • Establish the tone 
  • Choose the right platforms for distribution 
  • Deliver value 
  • Involve customers and employees 

All teams should be involved, not just communications or marketing. Your entire organisation plays a crucial role in successful communications and you may be the leader of your team, but you also need other departments.

In fact, if you want to build relationships, improve engagement and growth, levelling up your external communications is the only way. 

As we slowly come out of the pandemic, you will need a strong recovery communications strategy that ensures communications stays at the heart of your organisation. This will help you understand your priorities and what is important now and in upcoming months.

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