Why internal comms deserves a seat at the strategy table

Strategic comms = strategic impact. Here’s why it’s time for internal comms to lead, not just deliver.

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Internal communications can’t fix what it’s not part of

Internal communications (IC) has long been viewed as a support function — a team responsible for delivering messages, not forging strategy.

Gallagher recently surveyed 2,300 comms professionals. 27% said they lacked leadership buy-in and were left out of decision-making. They said that their business leaders were failing to recognize the value and importance of internal communications.

This approach is way out of date. Today’s workforce expects more from employers — more transparency, more connection, more purpose. And all of that stems from how you communicate internally.

A good internal comms plan goes beyond messaging. It’s all about employee experience, engagement, retention — the foundations upon which any successful business is built.

So, for those who still need convincing, here are all the reasons IC should be integrated into the strategic conversation from the very start.

Beyond messaging: The case for internal communications as a strategic partner

#1. Drive company-wide alignment

When internal communicators have a voice in strategy, you connect employees to the bigger picture. Your IC project team can get a clearer understanding of organizational goals and relay them to the everyday work of employees more effectively.

Without that link, strategy can feel abstract — or worse, irrelevant. Employees don’t understand the what, why, and how behind their work. There’s ambiguity. Expectations are unclear. So motivation and productivity suffer.

An informed and empowered internal comms team is your most effective tool to align the workforce behind business objectives. And by giving internal comms a seat at the table, you create synergy across the C-suite too.

Internal communications often share business KPIs with other teams. Think strategy awareness, employee advocacy, policy compliance, and talent attraction. By collaborating with leaders at the highest levels, internal comms have a much better chance of achieving those essential business goals.

#2. Create a unified voice across departments

If HR, IT, marketing, and operations are all pushing updates on different platforms, employees don’t know who to listen to. Siloed comms can lead to inconsistent messaging, so employees view internal updates as unreliable and tune out.

The internal communications team can fix that. But only if they’re looped in early enough to create a cohesive narrative across all departments.

They can guide leaders on the best timing, tone, and platform to use. They’re skilled at simplifying complex messages. And they can ensure that employees receive consistent and personalized communication across key topics — like benefits updates, policy changes, and leadership announcements.

This level of collaboration between departments benefits employees. And it helps your internal comms team achieve more: According to Gallagher’s 2025 Employee Communications Report, strong interdepartmental relationships improve the ability of internal comms to use data and meet KPIs.

#3. Bring corporate culture and values to life

Imagine you’re a bus driver who spends your days on the road. A trip to the depot is sometimes factored into your schedule. But, on the whole, you have little time with coworkers or managers and only receive patchy communication from HQ.

Ask yourself: Do you feel part of company culture? How connected do you feel to your organization and your peers? What are the ties that keep you working for this company instead of another?

Internal communications play a critical role in shaping and sharing company culture for your frontline employees, office-based staff, and remote teams. The messages employees receive — and the peer-to-peer connections they’re supported to make — help to build a sense of belonging that fosters engaged employees and boosts retention.

But this doesn’t happen by accident. You need consistent, engaging, and transparent communication strategies. You need inclusive internal communication tools. And you need to turn cultural buzzwords into a lived experience.

If IC isn’t involved in core strategy from the start, this is a tough ask. Your internal messaging can do a lot of the heavy lifting. But for messages to stick, they need to reflect a cohesive corporate culture. And, for that, you need buy-in from the entire organization.

Managers, workers, and leaders have to understand and embody your values day to day. When IC gets a seat at the table, they can coach leaders on the importance of community, leadership visibility, and psychological safety. They can create the essential foundations on which a vibrant and engaging company culture is built.

#4. Play a crucial role in change management

Change is a constant challenge in today’s workplace. But just 32% of comms professionals say they’re treated as strategic advisers, deeply involved in how change is communicated.

Teams are having to play catch-up, crafting internal communication strategies after decisions are made. They sometimes struggle to control the narrative, with different departments launching their own change initiatives at the same time.

Employees receive confused communications, sometimes from multiple stakeholders, each introducing their own change agenda. Without centralized leadership, crisis comms can easily become overwhelming for your workforce.

This is a major problem. Good change communication is key to overcoming resistance, preventing change fatigue, and ensuring a smooth transition. It’s the difference between trust and turmoil. And IC is the best team for the job.

Your internal communications team is skilled at sharing information transparently, reassuring employees, and creating space for feedback. They’re pros at communicating clearly and empathetically.

With a role in the strategic discussions and planning that lead up to a big change or announcement, internal communications can explain the why — not just the what — to employees more effectively. They can preserve trust, mitigate risk, and sustain employee engagement during challenging times.

#5. Connect the boardroom and the breakroom

In a medium- to large-sized organization, senior leaders don’t have daily contact with employees. So it’s up to internal communication to act as a bridge between boardroom and breakroom.

IC can launch surveys and polls, view data on sentiment, and gather employee feedback that leaders might otherwise miss. They can surface the issues that matter most to employees — and help the C-suite to act on them.

These formal channels of open communication, forged and maintained by IC, don’t just highlight employee problems. When employees feel empowered to share their thoughts, bright ideas can more easily make their way from the frontlines to the C-suite. This means your leadership team gets more valuable insight that can help to grow the business.

It goes the other way, too. We know that the workforce is generally mistrustful of the boardroom team, with just half of employees saying they trust their organization’s most senior leader. Internal communications can change that perception by working in close collaboration with the C-suite.

Internal comms can be a powerful tool to help leaders build visibility and trust. Prioritizing transparent communication, storytelling, and regular updates can help make leadership more human and accessible.

When they have direct access to both parties, internal comms teams can facilitate a dialogue. They can create a culture of two-way communication that’s better for everyone than top-down communication. Employees feel listened to — and C-suite can make more informed business decisions.

#6. Power an engaging employee experience

Employee experience is how employees feel about their work and workplace. It’s how they’re treated and the extent to which they feel valued. It’s their sense of purpose and community.

Internal communications play a central role in shaping employee experience. A good messaging strategy keeps employees informed and helps them feel connected to the wider organization.

With a seat in the boardroom, IC can go further, championing initiatives that support a positive employee experience. They can highlight the value of recognition, belonging, transparency, and employee voice to leadership — then weave these values into company messaging.

Internal comms can also take a birds-eye view of the company comms ecosystem. They can implement more effective communication channels so the entire workforce — including frontline, hybrid, and remote employees — gets an experience that is more equitable and enjoyable.

Involving IC in conversations on corporate strategy helps them turn open and effective communication into a cornerstone of the employee experience. Which means happy employees, increased employee engagement rates, and improved loyalty.

Internal communications are so much more than a megaphone

Internal communications isn’t just a messaging tool. It’s a critical component of employee experience, company culture, and operations.

With IC at the strategy table, organizations gain a clear understanding of worker needs. Good internal communications strategies help communicate change and build trust. They can create a workplace community that meets the expectations of today’s employees.

This leads to improved employee engagement, productivity, and retention. Because internal communication is about so much more than sharing info about the next away day or your updated company policy. It’s about building a workforce that feels informed, connected, and valued.

Ready to unlock the full potential of internal comms? It’s time to promote IC from messenger to strategic partner. Your people — and your business stakeholders — will thank you.

‍Blink. And discover why internal communicators will power the future of work.