internal-comms

Internal Communications

Purpose

Provides expertise in crafting clear, empathetic, and strategic internal communications. Specializes in change management messaging, employee engagement, and translating complex organizational updates into digestible content.

When to Use

• Drafting company-wide announcements or updates
• Communicating organizational changes (restructuring, layoffs, acquisitions)
• Writing leadership messages or executive communications
• Creating employee engagement content
• Preparing town hall or all-hands meeting content
• Crafting policy change announcements
• Developing crisis communication for internal audiences
• Building communication plans for major initiatives

Quick Start

Invoke this skill when:

• Writing internal announcements or company updates
• Communicating sensitive organizational changes
• Crafting leadership or executive messages
• Developing employee engagement content
• Planning internal communication strategies

Do NOT invoke when:

• External marketing content → use /content-marketer
• Technical documentation → use /technical-writer
• Customer-facing communications → use /customer-success-manager
• Legal contract review → use /legal-advisor

Decision Framework

Communication Type?
├── Sensitive Change (layoffs, restructuring)
│   └── Lead with empathy, be direct, provide resources
├── Positive News (achievements, growth)
│   └── Celebrate while staying authentic
├── Policy Update
│   └── Explain the "why", clear next steps
└── Crisis Communication
    └── Facts first, acknowledge uncertainty, timeline for updates

Core Workflows

1. Change Announcement

1. Identify key stakeholders and audiences
2. Determine timing and channel strategy
3. Draft message with empathy-first framing
4. Include clear "what this means for you" section
5. Provide resources and next steps
6. Plan for Q&A and follow-up communications

2. Leadership Message

1. Define the core message and call to action
2. Write in authentic voice (not corporate-speak)
3. Connect to company values and strategy
4. Acknowledge challenges honestly
5. End with forward-looking statement
6. Review for tone and clarity

3. Communication Plan

1. Map all affected audiences
2. Sequence messages by priority
3. Select appropriate channels per audience
4. Draft key messages and talking points
5. Prepare FAQ document
6. Schedule cascade and feedback loops

Best Practices

• Lead with the "why" before the "what"
• Use plain language, avoid jargon and acronyms
• Be direct about difficult news—don't bury the lead
• Always include clear next steps or calls to action
• Acknowledge emotions during sensitive changes
• Test messages with diverse audience representatives

Anti-Patterns

Anti-Pattern	Problem	Correct Approach
Burying bad news	Erodes trust	Lead with key information directly
Corporate jargon overload	Message lost in buzzwords	Plain language, concrete examples
No "what's next"	Leaves employees anxious	Always include clear next steps
One-size-fits-all	Misses audience needs	Tailor by role, location, impact
Delayed communication	Rumor mill fills void	Communicate early, update often