One of the biggest, most unexploited markets are the employees who work for organizations that communicate badly with them.
Poor communications can contribute to low morale, role confusion and disregard for management goals. Worse, poor communications can negate a company's home field advantage. The people with as much to gain as brand zealots are left applauding with one hand.
Communicating with employees through third-party sources, intentionally or unintentionally, is the worst no-no. If employees read about news that affects them directly in the newspaper or on a blog, they understandably will be upset and wonder, "Why didn't my management think it was important to tell me first?" It's a great question.
Confusing or contradictory messages also peeve employees. If management assures workers their jobs are secure, then tells market analysts or business partners that jobs will be cut, employees will come to doubt what they are told — and not just about job security.
In most cases, employees want to feel like insiders, to be in the know, to be advocates. Internal communications play a huge role in treating employees as partners in the enterprise.
For larger companies or ones with multiple lines of business and locations, a well-packaged, informative intranet makes sense. The intranet site can unify the organization by showing how all the parts fit together. The site can be a repository for company materials, such as logos and templates for proposals. Frequently asked questions can be answered, management goals explained and outstanding employee achievements celebrated.