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Internal communication is a key success factor for companies, but at the same time one of the biggest organisational challenges. The article “Internal communication: definition, objectives, tools and practical examples” provides a comprehensive overview of the forms internal communication can take, the objectives it pursues and the tools used to achieve them.
Internal communication: definition, goals, instruments & practical examples
Internal communication explained clearly. With goals, suitable channels and tools. Practical with KPIs, checklist and customer example.
In practice, however, it is clear that good concepts alone are not enough. Digitalisation, hybrid working models and rising employee expectations are significantly increasing the complexity of internal communication. Information must be communicated faster, more relevantly and more consistently, across an increasing number of channels and to very different target groups.
The following article therefore focuses on the challenges of internal communication. It highlights typical problem areas that companies face today and shows why internal communication often fails due to structural, organisational or cultural barriers. Based on this, it becomes clear what adjustments companies need to make in order to make communication effective and sustainable.
Challenges of internal communication
Internal communication today faces a multitude of challenges. In a working world characterized by digitalization, information overload and increasing flexibility, companies need to find ways to convey relevant information in a targeted and understandable way without overloading their employees.
At the same time, different needs and preferences need to be taken into account: While some employees prefer quick updates via app, others prefer face-to-face meetings or written summaries. In addition, there is the task of building trust so that messages in employee communication are not only sent, but also received, understood and accepted. The biggest challenges of internal communication include the following points.
10 common mistakes in internal communication and how to avoid them
Effective internal communication is the key to collaboration, trust and productivity. However, given the complexity of this endeavor, there are some common mistakes that can reduce the impact of communication. Here are the most common stumbling blocks and how you can avoid them.
1. Lack of clarity and consistency
Unclear or contradictory messages lead to misunderstandings and unsettle employees. Different formulations of the same information, for example in e-mail, intranet and meetings, cause confusion.
How to avoid the mistake:
- Define uniform language rules and core messages.
- Establish a central approval process to prevent contradictions. Example: All departments use the same text module for a new HR regulation.
2. Inappropriate channel selection
Not every message belongs on every channel. Hiding an urgent security message in the monthly newsletter is just as problematic as sending a banal message via push alert.
How to avoid the mistake:
- Create channel guidelines that define which content is communicated via which channel.
- Check the urgency and target group before selecting the channel.
3. Lack of feedback options
A purely top-down information flow leaves no room for feedback or questions. This leads to frustration and reduces identification with decisions.
How to avoid the mistake:
- Provide direct feedback opportunities with every announcement (comments, surveys, Q&A sessions).
- Provide answers promptly and visibly for everyone.
4. Information overload
Too many messages in too short a time lead to important information being lost. As a result, employees eventually tune out communication completely.
How to avoid the mistake:
- Prioritize content: clearly separate “must-know”, “should-know” and “nice-to-know”.
- Do not fill channels twice with the same message or at least adapt them.
5. Outdated or irrelevant information
If content is not up to date, the credibility of internal communication drops rapidly.
How to avoid the mistake:
- Check content regularly and archive or delete it if it is no longer relevant. (e.g. auto-archiving for employee apps)
- Define responsibilities for topicality in the editorial plan.
6. Low level of management involvement
If managers do not communicate visibly, the company management appears distant and unapproachable.
How to avoid the mistake:
- Schedule regular updates from leaders, via video, blog post or town hall meeting.
- Actively involve management in Q&A formats and feedback rounds.
7. Lack of target group orientation
Different roles have different information needs. Standardised communication rarely meets everyone’s needs.
How to avoid the mistake:
- Create target group profiles (e.g. non-desk workers, administration, managers) and customise content accordingly.
- Use segmented channels or personalised feeds.
8. Lack of transparency
Important decisions are communicated without explanation or are completely concealed, leading to rumours and mistrust.
How to avoid the mistake:
- Explain decisions with context (‘Why was this measure introduced?’).
- Also address unpleasant topics openly but constructively.
9. Too many or too few channels
Too many channels create chaos, too few mean that information does not reach certain groups.
How to avoid the mistake:
- Regularly review and adapt channel strategy. (e.g. through feedback surveys)
- Consolidate channels where possible and introduce new ones where necessary.
10. Unclear responsibilities
If it is not clear who is responsible for content, approvals or the maintenance of certain channels, gaps or duplication of work arise. This is a crucial factor, especially with regard to internal crisis communication.
How to avoid the mistake:
- Define roles and responsibilities in communication governance.
- Define substitution rules to cover absences.
💡 Tip: Many of these mistakes can be avoided by using an employee app with a clear structure, editorial plan and target group selection. This makes communication efficient, relevant and measurable.
Reference to hybrid & remote working models
Hybrid and fully remote teams are no longer a niche phenomenon. They are now commonplace in many industries and are actively demanded by skilled workers. Companies that offer flexible working models score points in the competition for talent and are seen as modern and employee-orientated. Internal communication in hybrid work environments must be asynchronous and mobile-first.
However, these forms of work bring their own challenges:
In these working models in particular, it is crucial to utilise clear processes, suitable digital tools and binding communication rules. This is the only way for companies to ensure that transparency, commitment and team spirit are maintained even without physical proximity.
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Free checklist for internal communication
Turn insights into concrete actions. Our compact checklist helps you improve internal communication in a structured way and implement key tasks step by step.
✅ Clearly prioritised recommendations for action
✅ Directly applicable in everyday work
✅ Ideal as a guide for teams and managers
👉 Download the PDF checklist now for free and start improving your internal communication right away.
