Strategic internal communications can be the difference between an HR initiative that sticks, and one that silently fizzles. Whether you're rolling out a performance cycle, launching a new HRIS, or introducing a wellbeing programme, your internal comms needs to be clear, compelling, and consistent.

Here’s how to build an internal communication strategy that not only informs, but activates.

Why Internal Communication Strategy Matters

Poor communication costs organisations millions in productivity loss each year. According to Gartner, 70% of change initiatives fail, largely due to communication gaps, misalignment, or employee resistance.

A strong internal comms strategy can help HR teams:

• Drive employee engagement and clarity during change

• Improve adoption of tools and processes

• Strengthen trust in leadership

• Reinforce culture and values through everyday behaviours

1. Align Your Comms to Organisational Goals

Every message should map to something bigger: retention, productivity, performance, DEI, wellbeing, or compliance. If it doesn’t? Reframe it or leave it out.

Strategic tip: Use the “know, feel, do” model for every piece of comms. What should people:

• Know (information)

• Feel (tone, culture)

• Do (action)

2. Segment and Tailor by Audience

Your internal comms needs to resonate differently for:

• Executives: Focus on ROI, strategy and risk

• Managers: Give them toolkits, FAQs and talking points

• Employees: Answer “What’s in it for me?” clearly

A one-size-fits-all approach weakens your message and stalls action.

3. Choose the Right Channels, and Use Them Well

The best channel is the one your audience already trusts and uses. Mix formats like:

• Slack or Teams messages

• All-hands meetings or Q&A sessions

• Short videos via Loom or internal hubs

• Email with crisp formatting and subject clarity

According to Firstup, personalised, multichannel internal campaigns result in up to 70% higher engagement.

4. Plan Your Rollout in Phases

Avoid “big bang” comms. Instead, build a structured timeline across four phases:

1. Pre-launch: Teasers, manager briefings, pilot groups

2. Launch: Core message, CEO video, toolkits

3. Mid-rollout: Nudges, reminders, engagement moments

4. Post-rollout: Feedback collection, success sharing, sustainment

5. Track and Adjust

Don’t “send and hope.” Measure:

• Completion rates (e.g. of performance reviews)

• Engagement with messages (views, clicks, reactions)

• Qualitative feedback from employees and managers

Use that data to iterate your internal communication strategy in real-time.

How Thesmia.ai Helps HR Get It Right

Writing internal comms can be time-consuming, and most tools aren’t built for HR. That’s where Thesmia.ai comes in.

With Thesmia, you can:

• Search prompts by platform (HiBob, CharlieHR, BambooHR, Investors in People)

• Get instant help for employees, managers or execs

• Build rollout timelines, feedback forms, Slack posts and slide decks

• Tweak tone, structure, and messaging until it fits your goals

All powered by a prompt engine built specifically for strategic internal communications.

Final Checklist: Strategic Internal Comms

✅ Align every message to a business goal
✅ Tailor by audience: execs, managers, employees
✅ Choose multichannel delivery, email, Slack, video, live
✅ Build a 4-phase timeline, not one-off sends
✅ Track success, iterate fast

With the right strategy, and tools like Thesmia.ai, internal comms becomes a multiplier, not a blocker.