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Internal communication only has a lasting effect if it is not viewed in isolation. The role it plays in the company, the goals it pursues and the challenges it faces are comprehensively classified in the article “Internal communication: definition, goals, instruments and practical examples“.
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 practical terms, however, a crucial question arises: how does content actually reach employees? Even clearly defined goals and well-prepared messages lose their impact if the channels are unsuitable, the formats are not appropriate for the target group, or the tools are used in an unstructured manner.
Im folgenden Beitrag stehen deshalb die Kanäle, Formate und Tools der internen Kommunikation im Mittelpunkt. Er schafft Klarheit darüber, wie sich diese Begriffe voneinander unterscheiden, wie sie sinnvoll zusammenspielen und nach welchen Kriterien Unternehmen ihre Kommunikationsarchitektur aufbauen sollten, um Informationen gezielt, verständlich und effizient zu vermitteln.
Channels, formats & tools for internal communication
Instruments, tools and channels in internal communication are three different elements that work together to form an effective communication strategy:
Instruments - The ‘what’ of internal communication
Tools are the methods and procedures used to disseminate information within the company or to promote the exchange of information. They determine what type of communication takes place. Examples include employee appraisals, internal newsletters, the intranet, team meetings and employee apps.
A good communication concept generally uses a mixture of synchronous and asynchronous tools to enable both rapid coordination and in-depth information distribution.
Tools - The ‘how’ of realisation
Tools are the specific technical or physical aids with which the selected instruments are realised. These include, for example, email programmes, chat tools such as Microsoft Teams or Slack, video conferencing solutions such as Zoom or Webex, as well as content management systems for the intranet. This also includes workflows for birthdays, shifts, safety messages = automated internal communication.
Choosing the right tools for internal communication depends on factors such as company size, IT infrastructure, security requirements and employees’ preferred way of working.
Channels - The ‘where’ of communication
Channels refer to the ways in which information is transported. This can be a physical location such as a notice board or meeting room, as well as a digital location such as a company chat, social intranet or employee app.
The choice of the right channel influences how quickly and comprehensively a message reaches its target audience.
Formats - The packaging of the message
Formats determine the way in which content is prepared and presented, regardless of the channel. These include text formats (articles, emails, blog posts), visual formats (infographics, photos), audiovisual formats (videos, podcasts) and interactive formats (surveys, live Q&As).
The format has a significant influence on how comprehensible, attractive and memorable a message is.
Why the distinction is important
The clear separation between instruments, tools, channels and formats helps companies to optimise their communication strategy in a targeted manner:
- It prevents overlaps and redundancies.
- It enables a customised selection of tools for the respective instruments.
- It ensures that messages reach the recipient in the right format via the right channel.
In large organisations in particular, this differentiation is crucial in order to efficiently organise the flow of information, make optimum use of resources and ensure a uniform line of communication.
Employee app and internal communication channels in comparison
Comparison of internal communication channels: analyse the pros and cons to find the best solutions for your company.
Instruments of internal communication
A variety of tools are used in internal communication, which can include both digital and analog formats:
Digital instruments
Analogue instruments
💡 Tip: The choice of tools depends heavily on the target group, message and desired form of interaction. Use a curated mix of tools: email, intranet, chat, video & employee app as core tools for internal communication.
5 best practices for internal communication with frontline workers
Reach your frontline workers better! 5 smart best practices for fast, transparent & efficient internal communication.
Free checklist for effective internal communication
From analysis to implementation: this compact PDF helps you to structure internal communication in a targeted manner and initiate sustainable improvements.
✅ Concrete to-do lists instead of theory
✅ Immediately applicable for communication teams
✅ Suitable for operational and strategic managers
👉 Download now for free and optimise your internal communication step by step.
