Internal Communications (IC) is the heart of any organization, connecting leadership with employees and ensuring that everyone moves in the same direction. It’s more than just emails and announcements; it’s about driving engagement, fostering transparency, and aligning employees with the organization’s goals. But what makes an IC professional excel? A comprehensive study by Sue Dewhurst and Liam FitzPatrick identified 12 core competencies that every IC professional should aspire to. These competencies not only define the role of IC professionals but also provide a roadmap for how they can enhance employee efficiency and organizational value.

The 12 Core Competencies of Internal Communications

Dewhurst and FitzPatrick’s research surveyed nearly 900 professionals, revealing the competencies that are essential for IC success. These include:

  • Building Effective Relationships: Developing and maintaining relationships that inspire trust and respect. Building a network and being able to influence others to make things happen.
  • Business Focus: Having a clear understanding of the business issues and using communication to help solve organizational problems and achieve objectives.
  • Consulting and Coaching: Recommending appropriate solutions to customers, helping others make informed decisions, and building people’s communication competence.
  • Cross-functional Awareness: Understanding the different contributions from other disciplines and working with colleagues from across the organization to achieve better results.
  • Craft (Writing and Design): Using and developing the right mix of practical communication abilities (e.g., writing and design management) to hold the confidence of peers and colleagues.
  • Developing Other Communicators: Helping other communicators build their communication competence and develop their careers.
  • Innovation and Creativity: Looking for new ways of working, exploring best practices, and delivering original and imaginative approaches to communication problems.
  • Listening: Conducting research and managing mechanisms for gathering feedback and employee reactions.
  • Making It Happen (Including Persuasion): Turning plans into successfully implemented actions.
  • Planning: Planning communication programs and operations, and evaluating results.
  • Specialist: Having specific subject matter expertise in a specialist area (e.g., event management or intranet publishing).
  • Vision and Standards: Defining or applying a consistent approach to communication while maintaining professional and ethical standards.

Why These Competencies Matter

Each competency represents a critical aspect of how IC professionals contribute to an organization’s success. Together, they form a framework that ensures communication is not just an operational activity but a strategic tool. For example:

  • Business Focus ensures communication aligns with solving organizational challenges and achieving goals.
  • Listening allows IC teams to gather meaningful feedback and adjust their strategies.
  • Planning creates a structured approach that ensures clarity and measurable outcomes.

These competencies are not just theoretical; they are actionable skills that IC professionals can use to drive real results.

Optimizing Core Competencies to Enhance Employee Efficiency

Competencies are only valuable if they are applied effectively. Here’s how organizations can leverage these core skills to improve employee efficiency and engagement:

  1. Building Effective Relationships: Cultivating Trust
    IC professionals can create a foundation of trust by:
    - Actively engaging with teams to build mutual respect.
    - Leveraging their networks to bring resources and people together.
    - Influencing decision-makers to prioritize clear and timely communication.
     
  2. Business Focus: Aligning Communication with Goals
    Employees perform better when communication is tied to clear business objectives. IC professionals can:
    - Translate organizational strategies into simple, actionable messages.
    - Highlight how individual contributions impact overall success.
    - Use case studies to show how communication solves real business problems.
     
  3. Consulting and Coaching: Empowering Leaders and Teams
    Effective IC involves enabling others to excel. This can include:
    - Coaching managers to enhance their communication skills.
    - Offering workshops or resources to improve team collaboration.
    - Providing tailored advice to teams on handling specific challenges.
     
  4. Listening: Building Feedback Loops
    Gathering input from employees helps IC professionals:
    - Identify areas of concern or confusion.
    - Fine-tune messages for clarity and relevance.
    - Foster a culture where employees feel their voices are valued.
     
  5. Planning: Delivering with Precision
    IC professionals can ensure efficiency by:
    - Developing detailed communication plans with clear timelines and objectives.
    - Incorporating measurable KPIs to track progress.
    - Regularly reviewing plans to adapt to changing needs.
     
  6. Innovation and Creativity: Engaging Employees
    Creativity in IC can capture employee attention and enhance engagement. IC teams can:
    - Develop interactive campaigns that resonate emotionally.
    - Experiment with storytelling formats to convey messages compellingly.
    - Use gamification to make learning and updates more engaging.

The Future of Internal Communications

As organizations become more complex and diverse, the role of Internal Communications will continue to expand. Emerging trends such as AI-powered chatbots, immersive storytelling through virtual reality, and real-time analytics are reshaping how IC teams operate. Professionals who master the 12 core competencies will be well-equipped to navigate these changes and add value to their organizations.
Moreover, the focus on employee experience is driving organizations to invest more in IC. When employees feel informed, valued, and connected, they are more productive, innovative, and loyal - benefits that directly impact the bottom line.

Final Thoughts

Internal Communications is no longer just a support function; it’s a strategic enabler of organizational success. By mastering the 12 core competencies identified by Sue Dewhurst and Liam FitzPatrick, IC professionals can elevate their roles and make a meaningful impact. For organizations, leveraging these competencies is the key to improving employee efficiency, fostering engagement, and driving long-term growth.