by Ambria Paul

As public relations practitioners, our duties include keeping target audiences in mind—external and internal, but far too often, the importance of internal communication goes unacknowledged. A concept we need to embrace is that good internal communication is the driving force for organizational success externally. What is grounded within the organization defines the quality of what is communicated outward. PRWeek’s Julie Skidmore states, “Internal communications can be seen as the oil that keeps an organization working smoothly.” With the proper system of communication and participation, and climate, an organization thrives.

Two Factors That Negatively Affect Internal Relations

-Dented Upward and Downward Networks

Generally, within every organization there is a hierarchy. For example, in the workplace there are “technicians” and “managers.” According to Alan Jay Zaremba’s Organizational Communication, “communication within an organization is disseminated through an upward and downward network.” Upward relates to communication from technicians to management, and conversely for downward. If the technicians feel as though their ideas, opinions, or concerns are not valued by management, they will more likely feel unappreciated and might grow resentment toward the “top dogs.”

At the same time, if management does not personally engage with the technicians a wall will be created that separates the two. Building and maintaining healthy, interactive upward and downward networks within an organization is essential to productivity and equality. Company newsletters, surveys, opinion polls, and frequent emailing can provide a healthier system of communication within.

-Cold Climates

Jay Zaremba’s explains, “the climate is the atmosphere in the organization that either encourages or discourages communication.” A cold climate can resemble workers who are tired, cranky, nonchalant, or angry due to excess duties, hunger, feeling unappreciated by fellow employees or management, and confusion.

Creating a warm climate in an organization does not have to be hard. Aside from maintaining a healthy system of communication between employees, an environment less “frigid” can stem from the simple things. Providing snacks for employees and keeping the room’s temperature at a comfortable degree can cure physical distractions of productivity. Having monthly meetings for strictly concerns the employees may have, sending encouraging emails, and having “Employee of the Month” encourages productivity and gives employees a sense of value.

These tactics can have a huge impact on the climate of the organization, further creating more successful internal communication and relations. A good example of a company creating warm climate for employees can be seen with Killer Infographics, a leading visual communications agency. Employees are provided with a climbing wall and two kegerators with locally brewed beer to release stress in the workplace. Sounds like fun to me!

An organization can have every goal of serving the external public, but if it does not start first behind its walls, there will be no outward success. Internal communication is a must!

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