Internal Communication Helps Businesses Withstand Difficulties

Internal communications is the totality of interactions inside an organisation, including both formal and informal activities, that help the company understand itself. This is a launch pad, a driving force and an instrument for the company's business strategy deployment. If effectively tapped, internal communications is not only an antibiotic dosage but also a money-maker for the company.

 

However, not many companies, even big ones, are fully aware of the significance of internal communication in their operations. According to internal surveys by Win-Win Strategy Consulting Company, two thirds of Vietnamese companies do not fully understand themselves and this is one of main reasons to weak internal communications. Many companies in Vietnam lack a right view on internal communications or lack capacity to deploy internal communications strategies. They attach little importance to internal communications but they centrally focus on develop marketing communications aimed to build brands for external audiences (customers, partners, investors, and others).

 

In Vietnam, many big companies are effectively deploying internal communications as a very good operating leverage to generate good business results. Typical companies include the Vietnam Posts and Telecommunications Group (VNPT), the Vietnam National Oil and Gas Group (PetroVietnam), Bai Bang Paper Corporation, Hoa Sen Group, and Tam Chau Tea Company. By focusing on internal communication instruments, especially utilising online information exchange networks, emails, websites, electronic publications, and SMS services, the Centre for Information and Public Relations under VNPT Group always outperforms its tasks assigned by VNPT. The centre's revenue was VND27.8 billion in 2011, equal to 106.11 percent of the full-year plan.

 

In the current tough economic time, the joint effort and unity of the entire staff is very important. Internal communications aims to establish positive relationships inside the company, boost understanding of the company and its employees, amongst its organs, and amongst employees. So, this time, internal communications is more important than ever. Many enterprises have gradually realised that internal communications is a tool to increase productivity, strengthen cohesion, expand employee capacity, help employees understand and implement objectives and work plans more effectively, and make more working decisions (because they provide sufficient information and accuracy). Good internal communications will help departments coordinate more smoothly, reduce overlapping work, reduce internal conflicts, resolve crisis, economise resources, and enhance business efficiency. In reality, many companies overcome crisis with its own good internal communications.

 

To have effective internal communications now, companies need to assess and determine business objectives and strategies to integrate with internal communications strategies. Such strategies must be made clear and applicable to right audience. To do this, companies need to perform regular internal surveys to identify weaknesses in internal communications, define strategic strengths and weaknesses and management models. Since then, companies will have right strategies to synchronise their business objectives, strategies and internal communications.

 

Common internal communication channels used by companies are staff meetings, group meetings, individual meetings, events, newsletters, handbooks, notice boards and libraries. And, with the development of information technology, online communication network, email and websites are effectively used for internal communications.

 

According to surveys performed by Win - Win Strategy Consulting Company, the most internal communications channels currently used by companies are email (46 percent), entire staff meetings (21 percent), and group meetings (17 percent). Meanwhile, the most effective channels are all-staff meetings (31 percent), group meetings (30 percent) and email (29 percent). Each tool has its own advantages and disadvantages. Depending on their characteristics, each company has its suitable choices.

 

To have effective internal communications, companies need to combine multiple channels and expand interactions among subjects. Depending on subjects, contents of exchange, importance and urgency, companies will choose best communication channels and methods for them. For example, highly interactive works and creative solutions require group interactions like group meetings and group chatting. Or, for subjects of urgency and information update, internal information sharing networks and emails are very helpful. For jobs that require high concentration, individual meetings will help employees work more efficiently.

 

In addition, companies also need to pay attention to some information technology tools to administer internal communications effectively like e-office software that helps teamwork, information exchange and sharing; PBX - an integrated communications system consisting of advanced features like voice recording, video call and videoconference. These tools not only help companies reduce communication costs but also increase work efficiency.