We talk a lot about internal communication being a strategic function – something that helps take your organisation from chaos to calm. But when’s the right time to start investing in it? And if you already have an internal comms team, how do you know whether you need more support or different skills?
In this post, ‘When should you invest in internal communication’, we’ll explore the signs your internal communication might need a boost, how to get started if you’re building from scratch, and where to focus your investment for the best impact.
Communication isn’t just for comms people
Let’s be clear: good communication isn’t just the responsibility of an internal comms team (if you have one). Every single person in the organisation – especially those in senior leadership – needs to be able to communicate well.
That means showing empathy, acting with integrity, being open and vulnerable, and building likeability and trust. These are all things that can be learned. Sure, some people have a natural flair, but we can all develop the skills to better connect with each other at work.
If you want to dig deeper into what makes a leader credible and how communication plays a role, take a look at my book Nobody Believes You: Become a Leader People Will Follow. It’s packed with practical insights and grounded in eight core practices of credible leadership.
Spotting the signs: when internal comms needs attention
Whether you’re a 10-person startup or a 5000-strong global team, communication is critical. But there is a tipping point. In general, once you hit 150 employees, you need some investment in the communication infrastructure inside your organisation.
Why 150? It’s based on Dunbar’s number – the theory that we can only comfortably maintain relationships with around 150 people. Any bigger than that and things start to unravel without more structure.
That said, some organisations feel the pinch earlier – especially if teams are spread across multiple sites, communication is poor, or leadership is inconsistent. Here are some common red flags:
- High turnover or frequent stress-related absences
- Lots of meetings, not much action
- A culture focused solely on numbers
- A sense of drifting, with no clear purpose
If any of those sound familiar, it’s time to get curious about how people are communicating (or not) inside the organisation.
Build from the ground up – and get expert advice
Starting from scratch? A good first step is getting someone in to help diagnose what’s going on and what needs to shift. A consultant (like us) can work with you to get under the skin of the business, define a strategy, and build the foundations.
From there, you can decide whether to upskill someone internally or hire a dedicated comms professional. You don’t always need a huge budget – but you do need clarity to be able to move forward.
I’ve set up comms functions many times in my career and the starting point is always the same: talk to the leadership team. Why does the internal comms role exist? What problems is it there to solve? When you have alignment on purpose with the leadership team, it’s easier to focus your efforts and get support when you need it.
Priorities, boundaries, and budget
Once a comms function is in place, it needs to be effective. That means knowing what matters most and having clear boundaries.
If a department asks for help with a campaign, one of the first questions should be: “What’s your budget?” No budget? Use existing channels. Some budget? Maybe you can enhance it with visuals or video.
It’s about being smart and strategic – not just churning out content. Internal comms teams should be advising leaders, feeding back insights, and helping shape organisational culture. That only happens when they’re included in the bigger conversations.
Where to invest your time in internal communication in 2025
Budgets are tight and distractions are everywhere. So if you only focus on three things this year, make them count:
1. Review your channels
What’s working, what’s not, and what’s just ‘how we’ve always done it’? Make sure your tools match how people actually work – especially if you’ve got a remote or hybrid workforce.
2. Train your leaders and managers
Your people are your best comms channel. Give them the tools to communicate well. Our free Credibility Gap Assessment Tool can help pinpoint where to focus.
3. Align your narrative and strategy
People need to know where the business is going, why it matters, and how they fit into it. A strong narrative, backed by a clear strategy, brings people together and drives performance.
Investing in internal comms is always linked to organisational performance. There is a need for things to be more efficient, more engaging or set up for growth. Whatever those reasons are, be clear about them so the clarity and alignment is there from the start.
Still not sure where to start? Book a chaos to calm call with me and we can talk about the problems you’re trying to solve and how to fix them.
