Your internal comms isn’t making an impact, here’s why

Published On: October 31st, 2025Categories: PRBy

Good corporate communication starts on the inside. However, the latest Chartered Institute of Public Relations (CIPR) report, The Inside Story, shines a spotlight on an issue we often see across the Channel Islands: internal communications are too often under resourced, under valued and under measured. 

The research focused on organisations with fewer than 500 employees and found that while internal communication (IC) is critical for productivity, culture and retention, it's frequently left out of strategic planning. 

Why does this matter for smaller organisations? 

Many businesses pride themselves on saying they have a 'close-knit and collaborative' team. But even in smaller teams, communication can break down. Without a clear channel and content strategy, messages get lost, staff feel disconnected from leadership and change becomes more difficult to manage. 

The CIPR report found that many smaller organisations lack: 

  • A dedicated internal communications role or clear ownership of IC 
  • A structured internal communications plan 
  • Measurement and feedback mechanisms 
  • Leadership commitment to make IC a strategic priority 

The result is employees who don't feel informed, aligned or valued which affects everything from morale and productivity to customer experience. 

At Black Vanilla, we continue to champion the impact of good internal communication and its role in driving a strong external reputation. Remember, when employees understand your goals, values and purpose, they become your most credible ambassadors. 

Whether you're a growing business, a local charity or part of a larger group, internal communication should be treated as a strategic business function, not an afterthought. 

So how can you improve?  

Building stronger internal communications doesn't have to mean a big budget or a full-time hire. Small, consistent steps can make a huge difference: 

  • Audit how information currently flows through your business 
  • Introduce clear, two-way feedback channels 
  • Support line managers to communicate clearly and consistently 
  • Carefully consider information flow and timings 
  • Align internal updates with your external comms plan 
  • Measure what matters – from staff surveys to engagement data 

Every business can benefit from stronger, more connected communication. 

We work with organisations of all sizes to develop strategies that connect people, build reputations and drive measurable results. We offer a full outsourced service and through our secondment offering, you can bring in specialist expertise when you need it – a more efficient and cost-effective solution than recruiting in-house. 

If your internal communications could be clearer, more consistent or more engaging, we can help, get in touch. 

Read the full report here: https://newsroom.cipr.co.uk/new-cipr-research-exposes-widespread-under-investment-in-internal-communications-across-uk-organisations/ 

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