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Intentional framework structures give comms pros pathways to align their messages and serve their employee audiences rather than just pushing out information.
During Ragan’s Internal Communications Certificate Course, Cat Colella-Graham, adjunct professor at New York University, said that creating frameworks helps communicators be less reactive and more attentive to the needs of their audiences.
“Internal communications plans serve as a roadmap that motivates employees to take action through sharing information,” she said. “The goal of internal communications is to elicit the desired behaviors. We have to think about what we want our employees to think, do and feel — and that’s why internal communications really does matter.”
She noted that the repeatability of these frameworks helps internal comms pros stay consistent in their targeting and messaging — and that’s what underpins audience trust.
“If we launch something and then go radio silent for months, that trust erodes,” Colella-Graham said. “Internal communications plays a really critical role in corporate reputation and employee experience, and structure is what allows us to show up consistently.”
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