Are you leading Internal Comms or just managing information?
(Cheat sheet included)
"You don’t need a senior title to lead internal comms, just the confidence to ask better questions." Kate Shanks
There’s a quiet shift happening in internal comms. One that’s long overdue.
For years, comms teams have been caught in a loop of producing newsletters, pushing out updates, formatting presentations, and chasing approvals. It’s important work. But it isn’t leadership. It’s logistics.
And when you're stuck in logistics mode, you risk becoming invisible.
The truth is, many comms professionals are so busy delivering content that they’re not being seen as the strategic thinkers they really are.
Tactical vs Strategic
So what does it actually mean to lead internal comms?
Tactical comms is about getting the message out. Strategic comms is about shaping the message, influencing the conversation, and driving behaviour for strategic company growth.
Leaders don’t just wait for a brief. They ask questions. They influence decisions. They shape culture.
Here’s the difference:
Tactical v Strategic comms examples
How to make the shift
If you feel like you’re stuck in delivery mode, here are five practical ways to start leading:
Get upstream. Ask to be involved earlier in planning conversations.
Challenge the brief. Ask “Why now?” and “What’s the change we want?”
Speak the business language. Link your work to outcomes leaders care about: engagement, performance, retention.
Coach, don’t just craft. Help leaders communicate more clearly and authentically.
Use insight. Gather feedback, test what lands, and use that to influence future decisions.
You don’t need permission to lead
This shift doesn’t require a new job title. It requires a mindset change. Your mindset. Strategic comms is about being curious, confident, and committed to making work better for people.
So ask yourself: are you managing information, or are you leading transformation?
Want help making that shift in your team? That’s what we do best. Get in touch to find out how we can help you - hello@cosymeerkat.co.uk or download our cheat sheet for that constant reminder.
