Starting from zero - how to set up internal comms that works

Are your employees saying, “I had no idea that was happening”?
Are managers struggling to keep their teams aligned?
Is your comms approach a mix of WhatsApp messages, scattered emails and crossed fingers?

If so, you don’t need more messages. You need internal comms.

Setting up an internal comms function from scratch doesn’t mean big budgets, long strategies or glossy newsletters. It means creating clarity, consistency and connection  and you can start simple.

1. Start with your "Why" Why are you doing this? Is it about keeping people informed? Aligning teams? Boosting morale or trust? Internal comms should have a clear purpose from the start. Define what good looks like so you can build towards it.

This is where the Engage for Success framework can really help. Their four enablers of engagement provide a brilliant foundation for any internal comms strategy:

• Strategic narrative: Employees need to understand where the organisation is going, why it exists, and how their role fits.

• Engaging managers: The role of the line manager is critical in helping people feel valued and supported.

• Employee voice: People want to feel heard and that their opinions matter.

• Organisational integrity: Actions must match words. Trust is built when leaders and the business walk the talk.

Use these as your guiding principles when you're building your function.

2. Know your people 

Map your audiences: frontline? office-based? remote? contractors? What do they need to hear? Where are the gaps? Don’t guess! Ask a few quick questions to see where comms is falling down.

Build personas if needed. Think about tone, accessibility, language, and timing. And remember, communication isn’t one-size-fits-all.

3. Audit what you've got 

What tools or platforms already exist? What’s working? What’s just noise? You don’t need 10 channels. You need a few trusted ones that work consistently.

This might include email, MS Teams, Slack, an intranet, WhatsApp groups, or even noticeboards. Don’t rush to change everything. Get clear on what’s useful and where the gaps really are.

4. Build a simple plan

Start with a rhythm:

• Weekly team updates

• Monthly leadership message

• Quarterly all-hands

• Campaigns for key initiatives

Make it predictable, manageable and relevant. Repetition builds trust. And expectations.

Outline what you’ll share, how, and when and stick to it. Use content pillars to guide your planning (e.g. business updates, people stories, wellbeing, recognition).

5. Make it two-way 

Comms isn’t a broadcast. Build in ways to listen. Use pulse surveys, Teams, or retro-style sessions to gather feedback and hear the issues.

Create mechanisms for employee voice. This doesn’t need to be high-tech, it just needs to be genuine. Ask questions. Close the loop. Share what’s changing as a result.

6. Support your people managers 

Line managers are your most powerful comms channel. Give them talking points, briefing notes and confidence to cascade and connect. 

Don’t assume they know what to say or how to say it. Equip them. Coach them. And check in on how it's going. These guys are often the clay where messages get stuck so help them to ensure that doesn’t happen. 

7. Learn and evolve 

Internal comms is never "done." Stay curious, ask what’s landing and what’s not, and adapt. Even small changes can create big clarity.

Track engagement, gather feedback, run occasional comms audits or mini pulse checks. Use what you learn to evolve and improve.

Final thought: Internal comms isn’t just about sending messages. It’s how culture is experienced every day. When done well, it supports clarity, trust and engagement at every level of the business.

Start where you are. Keep it human. Build something that grows with your organisation.

Want help setting up internal comms in your business? That’s exactly what we do.