Can Internal Communicators Break the 'Busy Equals Value' Myth?
Aniisu K Verghese Ph.D.
I help organisations, leaders and teams to communicate with clarity, connect employees to the purpose, enhance reputations, and embrace change | Author | Speaker | Global Digital Workplace Expert | Australia based
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As we near the end of 2024 and internal communicators plan for 2025, reflect on this conversation between Riya, an Internal Communications Lead and James, a HR Business Partner on business value and share your thoughts.
A midweek catch-up in the office café. Riya is nursing her coffee while James pulls up a chair with a curious look.
James: “Riya, I just came out of a leadership meeting, and they were... well, buzzing about how communications needs to up its game next year. They feel we’re, and I quote, ‘playing it safe.’ What’s the plan?”
Riya: (sighing) “James, I’ve heard that before. ‘Play it safe.’ ‘Try something edgy.’ ‘Go big.’ But have you noticed how these conversations rarely focus on outcomes?”
James: “Fair point. But you know how it is—new year, new expectations. Everyone wants shiny, headline-grabbing initiatives. It’s a bit of a balancing act, isn’t it?”
Riya: “True, but let me ask you this. What’s the point of launching something shiny if it doesn’t resonate with employees or align with business goals? I’d rather double down on what’s working than chase something flashy just to tick boxes.”
James: “I hear you, but there’s this lingering perception that if you’re not constantly innovating, you’re stagnant. That the comms team is out of ideas.”
Riya: “Innovation doesn’t always mean doing something new. It can mean doing fewer things better. I’m revisiting our campaigns to see where we’ve truly moved the needle, be it engagement, behavior changes, alignment with business strategy. Anything that doesn’t add value? It’s gone. Let’s not confuse busyness with impact.”
James: (nodding slowly) “Makes sense. But how do you sell that to stakeholders who think ‘less is more’ is just an excuse for doing less?”
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Riya: (smiling) “By proving our worth with metrics, not noise. The message to stakeholders is simple: We’re not in the business of novelty. We’re in the business of effectiveness.”
James: “Fair enough. Sounds like a pitch I’d back. Let me know if you need help managing the crowd!”
As Riya and James finish their coffee, a question remains: How can internal communicators strike a balance between meeting stakeholder expectations and staying true to impactful communication strategies?
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Who am I?
I am Aniisu, an award-winning internal communications and change leader helping individuals and organizations discover and develop their 'sweet-spot' through effective communications. As a Linkedin Top Voice for Internal Communications & Personal Branding based in Sydney, Australia, I offer insights, perspectives and solutions at the intersection of these two evolving domains. I believe that organizations are an amalgamation of employees as 'personal brands' and when we include, involve and inspire staff as partners of change, together we can amplify our presence and advocacy.
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Product Mgmt.| De-risking Innovation | Strategy MBA at IU Berlin 2024 - Digitalization, Business models , and AI. Logistics | Travel | E-commerce.
5dYes it can if we measure the outcome and not output.
Human I Poet I Short story writer I Self-published author I Artist I Amateur Prompt Engineer, Associate Consultant at Tata Consultancy Services, @TCS Interactive | Patent Drafting I Content Management
5dThe conventional measurability-driven approach fails miserably in times when technology brings about drastic changes. It is always wise to be in sync with possibilities of future and these are investments just like genuine research which pay off in many intangible ways towards a reading culture, a culture of innovation, a culture of breaking new ground.