Elevating Your NHS Internal Communications Strategy: Five Essential Questions to Consider

While the primary goal of internal communications is to keep staff informed, it’s equally important to promote a unified culture and establish robust two-way communication channels. Consider these five essential questions to optimise your internal communications approach.

Who Is Your Communication Aimed At?

Always prioritise your audience when crafting your NHS internal communications strategy.

NHS staff juggle a range of responsibilities, from the demands of their roles to concerns about the future, all while managing personal matters. Your challenge is to cut through the noise and ensure your key messages are heard.

To engage staff effectively, you must understand your workforce and identify what information resonates with them. Segmenting your audience into groups based on factors like age, location, team, and attitude can be beneficial. For instance, communications about pensions may be more relevant to older staff, while younger employees might be less concerned.

Your staff have a lot on their minds, from the stress of the job to worries about what the future has in store. Supporting staff wellbeing is crucial for effective communication.

A one-size-fits-all approach won’t work. Incorporate a variety of communication techniques to cater to individual needs within your workforce.

Why Are You Doing It?

To maximise the impact of your internal communications strategy, clearly define your goals.

For some, the objective might be to enhance staff retention; for others, it could be about boosting productivity. While goals may differ, having clear objectives from the start allows for a focused approach and the ability to set measurable benchmarks.

Utilising internal communication platforms like NewZapp Trusted Delivery enables you to track engagement and measure progress against your goals.

With well-defined objectives in place, the rest of your internal communications strategy will naturally align.

What Are You Communicating?

Always consider the two key questions your staff are likely to ask: “Why should I care?” and “How does this affect me?” Staff will interpret communications through the lens of their own experiences and concerns.

Your communications will be most effective if they address outcomes that matter to your audience—such as making their jobs easier or more enjoyable.

This is where fostering a positive, unified culture becomes crucial. When difficult news arises, it’s easier to share the burden collectively.

How Is the Message Delivered?

The delivery method is a crucial consideration when developing your internal communications strategy.

Consider whether your staff will respond best to a department-wide email, a video, a social media channel, or perhaps a messaging service like Microsoft Teams. Offering multiple channels allows staff to receive information in the way that suits them best.

When Are You Communicating?

Timing is critical in both external marketing and internal communications. It’s a delicate balance between communicating too early with incomplete information and waiting until the rumour mill has taken over.

Moreover, if your communications are irregular or only occur during a crisis, engagement levels will likely drop as staff feel overlooked and marginalised.

Strive for a consistent and regular flow of communication within your strategy. Leverage the available tools and reports to determine the optimal times for sending messages to your employees.

By addressing these five questions, your NHS internal communications strategy can achieve its full potential, ensuring that your staff remain informed, engaged, and aligned with the organisation’s values.