The importance of a multi-channel approach in Internal Comms

One of the first things we do when we’re asked to carry out a comms health check is investigate the different comms channels on offer, how they’re being used, and who they’re reaching. Almost without exception, a multi-channel approach is key, and should be near the top of a company’s internal comms strategy. Here are a few reasons why.

1. Reach a diverse audience. Employees have different preferences for how they consume information. Some may prefer emails, while others might find mobile apps or intranet portals more convenient. By using multiple channels, we can ensure that all employees, regardless of their preferences, work patterns and locations, receive important information​.

2. Increased engagement. Different communication channels can engage our employees in various ways. Visual content on digital signage or video content on social channels might grab attention more instantly and effectively, while detailed updates might be better suited for email or newsletters. A multi-channel strategy leverages the strengths of each medium to maintain high levels of engagement.

3. Redundancy and reliability. Relying on a single channel can be risky if that channel fails or is not accessed by all employees. Multiple channels provide a backup and ensure that critical messages are not missed.

4. Enhanced feedback and interaction. Multi-channel communications can facilitate two-way interactions. For example, social intranets and collaboration tools allow employees to give feedback and engage in discussions, creating a more interactive and inclusive communication environment​​. And an interactive platform like Vevox can blow the lid off two-way comms with live polling, interactive Q&A functionality and instant surveys.

5. Timely and consistent messaging. Different channels can be used to deliver messages at various times and frequencies, ensuring that important information is reinforced and remains front-of-mind. For instance, urgent updates can be sent via SMS or push notifications, while detailed reports can be shared through emails or the trusty old intranet.

6. Customisation and personalisation. Multiple channels allow for tailored communication strategies that can address the specific needs of different departments, teams, or individual employees. Personalised communication can enhance relevance and increase the likelihood that our messages are read and acted upon.

7. Measuring effectiveness. Using a variety of communication channels allows us to track and measure the effectiveness of each channel. This data can be used to refine and improve communication strategies over time, ensuring that the most effective channels are prioritised.

Additionally, given that people need to see or hear things (at least) three times for it to stick, a multi-channel approach really does make sense. Certainly, the old methodology of popping into an email for a single drop is unlikely to cut it in most of today’s workplaces. Rather, we need to consider which (plural!) of our channels will carry the message most effectively, engagingly and widely. Email, intranet, collab’ platforms, video conferencing, digital signage, newsletter, social platforms, mobile apps, face-to-face meetings, printed media, podcast or webinar…. The list goes on and the options will be as bespoke and unique as your organisation and the comms in question.

How do you choose which channels to employ for your message? There are quite a few things to consider.

1.        Message urgency and importance:

For urgent updates or critical information, we should go for channels that provide an immediate notification, such as instant messaging apps (Slack, MS Teams) or SMS.

For important but not urgent announcements (that don’t require immediate action), email or intranet posts can be effective.

2.        Audience demographics:

If the message needs to reach a wide audience, including those in different locations or with varying access to technology, we should maximise the number of channels used.

For targeted communications, such as departmental updates, team-specific channels like dedicated Slack channels or team meetings are best.

3.        Content type:

For comprehensive updates, policy changes, or detailed reports, email or intranet articles are usually best as they allow for long-form content.

For messages that benefit from visual elements (such as charts, infographics, or videos), we should go for platforms that support rich media, such as intranet portals, digital signage, or video conferencing tools.

4.        Interactivity and feedback:

If we need to gather feedback or encourage discussion, we should use interactive platforms like social intranets (Yammer), collaboration tools (MS Teams), or employee surveys.

For one-way communication, such as announcements or policy updates, email and intranet posts are usually effective enough.

5.        Frequency and consistency:

For ongoing or regular updates, a consistent channel like a weekly email newsletter or a regularly updated intranet page should be considered.

For one-time announcements, we should select the most appropriate channel based on urgency and audience.

6.        Accessibility and inclusivity:

For remote and on-site workers, we should ensure the chosen channels are accessible to both all parties. Mobile apps can be useful for reaching remote workers, while digital signage can target on-site staff.

For global teams in different time zones, asynchronous communication channels like email and intranet are more effective than live meetings.

7.        Confidentiality and sensitivity:

For confidential or sensitive information, secure channels such as encrypted emails or secure intranet portals are recommended.

For general updates that don’t require confidentiality, more public channels like digital signage or social intranets can be used.

In today's dynamic work environment, utilising multiple channels for internal comms is essential for ensuring that messages are effectively conveyed and received across our diverse employee populations. This multi-channel approach enhances engagement and accessibility by catering to different preferences and needs. It also facilitates timely and consistent messaging, fosters an inclusive culture, and supports interactive and two-way communication, allowing for valuable feedback and dialogue. Ultimately, this holistic approach to internal communications strengthens organisational cohesion, productivity, and morale​.

If all of this seems baffling, exhausting or out of reach, don’t despair! Drop us a line at Guru HQ so we can chat about what you have, what you need, and how we can help. It’s our bread and butter and, what’s more, we love to help out.