Easily design an internal communication plan for a company

2 of May, 2025

Without a doubt, a company’s communication plan is an indispensable element for its success. Without clear and defined internal communication, it’s very difficult for it to reach its maximum level of productivity. We’re talking about one of the tools to improve a company’s internal communication, which allows us to structure the communication, establish channels, and action protocols. Just like we have an external communication plan, we need to know how to create a communication plan.

When we reach the end of the journey, we will have a document with the objectives, strategies, and metrics so that workers know what is expected of them. On paper, designing it will be easy but in reality, it is not so much. Apart from being effective, it should be flexible, and here getting help from company employees and managers is always interesting. Involving all affected parties helps create a common strategy and facilitates their alignment with the company’s goals.

How to create a communication plan in the company

Analysis of the current situation

To learn how to create an internal communication plan for a company, we must start by analyzing the current communication actions at the internal level. This allows us to identify the starting point, as well as the potential reasons why objectives are not met. Do communication protocols exist? Which internal communication tools are available? An audit by an external consultant will help identify strengths and weaknesses from an objective perspective. Use surveys like Sesame HR’s to ask workers.

Definition of objectives

Now that we know where we are, we need to know what direction we want to take. To this end, we must establish short, medium, and long-term objectives. In addition to the destination point, objectives should include how we will reach them. Only then can we design a communication strategy and involve the entire team. For this to be possible, all workers must be aware of the goals and the tools they have to achieve them.

The strategy: how to achieve the objectives

How do you create a communication plan with good objectives? It’s a critical point in designing the plan. In addition, we have many internal communication strategies, and all of them are just as valid. Luckily, most are compatible with each other, and it won’t cost us to introduce them into our communication plan. Here are some examples:

• Promote team unity and brand sentiment
• Spread corporate culture and the project
• Establish crisis management protocols
• Train workers in communication skills
• Promote digitalization
• Reinforce the role of middle managers
• Use new channels of internal communication

When teams need to maintain contact, it will be necessary to establish how that contact is managed: the frequency of meetings, what internal communication channel they use, etc. Informing each person or team what is expected from them is the first step in involving them in this strategy. In addition, it allows them to know who they should collaborate with.

Implement the communication plan

Once drafted, the communication plan should be shared with all company members. In this way, they will know the new communication protocols and the moment this strategy goes into effect. Adapting to changes is not always easy, so it can be implemented progressively. The aim is to gradually change the way we work until full implementation is achieved. Applying a communication plan from one day to another may have the opposite effect and harm productivity. During this adaptation period, workers need to be trained to comply with the established directives.

Evaluation and updating the internal communication program

Once implemented, several months should pass to verify the success of the plan. Was the goal achieved? Has internal communication improved? How was the crisis dealt with? Did the expected meetings take place? Having set a series of objectives allows us to analyze the success of the communication plan based on measurable criteria and not leave it to a subjective perception. For example, if the plan says a meeting is held every 15 days, whether it has been held or not.

To know the level of acceptance within the staff, we can ask for feedback from employees. It’s the best way to know the implementation level, its effects, and weak spots. This way, it’s easier to identify how it has helped them or where they are having more problems. We must be open to the proposals that the workers make to improve the plan. The company also needs to provide feedback, for example on the usage level of the new internal communication channels.

We arrive at the last point, changing those aspects that aren’t working in our internal communication plan. Remember that at the beginning we said it should be flexible, we can’t obsess over following something that doesn’t work. There are measures or strategies that can be effective in one company and a disaster in another. Again, involving workers and including their proposals in the update of the internal communication program is the best way to promote an effective application of it.

After these guidelines, you’ll know how to create an internal communication plan for your company. If you need to learn more, don’t hesitate to consult other articles such as internal communication tools to continue learning about it.

Tiago Santos

HR Influencer | LinkedIn | | Web | +post

HR professional with experience in building strong 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐯𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬 among HR leaders. As the founder of the 𝐇𝐑 𝐂𝐥𝐮𝐛 and 𝐇𝐑 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲, I leverage my 15+ years of experience to enhance the professional landscape for HR leaders.

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