Managers are at the heart of every NHS organisation, responsible not only for overseeing teams but also for effectively communicating key messages. However, are we, as internal communicators, fully supporting them in this crucial role? More than just message deliverers, NHS managers are a vital communication channel. This blog explores how internal communicators can better utilise managers and improve internal communication strategies across the NHS.
In a survey of over 700 internal communicators, we asked whether their strategy specifically recognises managers as a standalone communication channel. The results were revealing: just under two-thirds said they do. While this number was higher than expected, many comments highlighted the persistent challenges faced by NHS managers in their communication role.
Here’s a snapshot of what communicators had to say:
“In 20+ years of working in this space, I’ve rarely seen an organisation that understands and supports the importance of manager communication skills.”
“Many organisations assume but never set a stated expectation for managers to cascade communications.”
These insights reflect a common issue: while many organisations recognise the importance of manager-led communication, they often fail to provide the necessary support to make it effective.
A third of survey respondents do not yet consider managers a formal communication channel in their strategies. To emphasise why this focus is critical, consider these key statistics:
These figures underscore the crucial role managers play in delivering internal messages, particularly in large, complex organisations like the NHS, where many staff may not have direct access to digital communication platforms.
For more insights into the importance of managerial communication, see Gallup’s report on leadership communication.
To better leverage managers in internal communications, we need to address their communication challenges. Here are 10 steps to help support NHS managers and make them effective communication channels.
The first and most important step is to formally recognise NHS managers as a dedicated communication channel in your internal communications strategy. This means assigning specific tactics that cater to managers’ unique position between leadership and staff.
Examine the working lives of your NHS managers. What are their schedules like? When are they most likely to share messages with their teams? Tailoring communication methods to their daily routines will ensure your messages are delivered more effectively.
For advice on optimising workplace communication, explore CIPD’s resources on employee engagement:
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Clarify what information NHS managers need to convey and how frequently. Also, consider their preferences for receiving communications. Do they prefer email, face-to-face briefings, or written summaries? By optimising the flow of information to managers, you can improve the efficiency of message delivery to staff.
Managers often know their teams’ work habits but may not fully understand their communication preferences or how internal messages impact them. Providing managers with audience insights, such as employee personas, will help them deliver messages that resonate with their staff.
Managers need to understand more than just the content of a communication—they need to buy into its purpose. Explain the broader goals of the message, how their team fits into these goals, and why their communication role is essential to achieving success.
Consider what tools or systems NHS managers need to share messages effectively. Whether it’s collaborative email tools, an employee engagement app, a SharePoint drive, or messaging platforms, ensure they have access to the resources required to streamline communication.
Using all the insights gathered, create a structured communication plan. Outline what needs to be communicated, how frequently, and through which channels. Ensure feedback mechanisms are in place to monitor the success of your strategy.
Managers are on the front line and have valuable insights into how staff are responding to communications. Regularly seek feedback from managers, whether through brief conversations or more formal sessions. Understanding their perspective will help refine your communication strategy and boost staff engagement.
Internal communication is a two-way process. After gathering feedback, share the insights and engagement data with managers. This will show them the impact of their communication efforts and help maintain their investment in the process.
Internal communicators should be approachable and provide ongoing support for managers. Let them know that they can come to you for guidance or to discuss challenges they’re facing when delivering internal messages. The more you support them, the more effective your manager-led communications will become.
With your strategy in place, here are a few additional ways to ensure your NHS managers feel supported as communicators:
Create a simple guide that outlines the internal communication process in your NHS Trust. This guide can include best practices, what to do when they don’t have the answers, and how to engage authentically with their teams.
For more tips on effective communication, explore Mind Tools’ communication skills guide:
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Make it easy for managers to communicate your messages by providing toolkits for each internal communication. These should include templates, collateral, and a list of FAQs. The simpler the process, the more likely managers will deliver messages on time.
Provide managers with the key points you need them to cover, but don’t dictate every word. Allow them to communicate in their own style, which will make the messages more authentic and engaging for their teams.
When possible, share internal communications with managers in advance. This gives them time to digest the information, ensuring they’re confident in delivering it to their teams.
Take time to understand the challenges NHS managers face when communicating with staff. Whether it’s a lack of confidence or language barriers, knowing their challenges allows you to provide targeted support.
Internal communications don’t operate in a vacuum. Work with employee onboarding teams, training departments, and senior leadership to embed the importance of communication in the manager’s role. By working together, you can create a collaborative approach that strengthens the entire organisation.
NHS managers are a critical communication channel, and supporting them effectively is essential to the success of any internal communications strategy. By recognising their role, providing the right tools, and fostering ongoing collaboration, you can significantly improve the quality and impact of your internal messages.
Operations Director
Passionate about using my 30 yearsof owning my own businesses to help create better workplace environments. A Bon Jovi loving TikTok junkie. I spend most of my time thinking about the impact technology is having on our society. And my pug Winston…
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