From Service Desk to Strategic Partner

The evelution of Internal Communications

Internal Communication has often been seen as the team that sends company newsletters, manages intranet posts, or helps organize the annual holiday party. Internal Communications is even viewed as a part of HR by some. While these tasks are still part of the job and the positioning of IC may vary widely from organisation to organisation, the scope of internal communications (IC) has changed dramatically. 

Moving Beyond the Basics

To understand this shift, let’s shortly go back to the beginning. Traditionally, IC functioned much like a service desk; responding to requests, distributing information, and keeping the communications spinning as per needed. IC was reactive and one-way communication for the most part. In the modern workplace, this reactive model falls short. With remote or hybrid work, rapid changes, and an increasing need for transparency, the need for informing, engaging and retaining employees is crucial. This is where IC is called on to play a strategic role in shaping the employee experience and drive alignment on business-critical topics, and culture across the organisation.

A Seat at the Table

Now, due to an increasingly complex workplace where running a business is one thing, another thing is to manage a workplace that has never been more fragmented than it is now, effective holistic IC contributes directly to a business’s survival. IC is required a seat at the table when the strategic decisions are made. Furthermore, IC must collaborate closely with both opinion leaders and leadership teams to influence decisions and how they are rolled out. Moreover, IC's role is also to ensure employees understand company goals, priorities, values, and direction, IC teams can help drive performance, engagement and well-being, and retention. Communication is not about what is being said, but rather why, how, to whom, and when.

Choosing the Right Channels

One of the key ways IC has changed is by being more strategic about how messages are delivered. Tools like the IC Decision Matrix help communication teams map out channels based on their audience (individuals, teams, or the whole organization) and communication goals (social, operational, or strategic).

Whether it’s a casual “Friday Bar” for socializing, a team blog for operational updates, or a company-wide “All Hands” to reinforce vision, strategic IC is about using the right tool for the right purpose (I have written about managing the channels here)

As a IC Manager this should be your focus:

• Partnering with leadership to craft and deliver a clear vision and messaging.

• Supporting cultural transformation and change management.

• Using data to measure engagement and improve communication effectiveness.

• Building trust and transparency through two-way communication channels (Slack, Town Halls, AMA sessions)

Empowering Employees and Driving Results

The journey from service desk to strategic partner isn’t just about elevating the IC function. It’s about recognizing that communication is central to everything a company does. Organizations that invest in strategic internal communications aren’t just informing employees —they’re empowering them to do their job better and with more clarity, confidence, and commitment. A colleague once said to me: "when IC works, you don’t notice; when it does not work, you’ll notice because everything feels chaotic and urgent"

In other words, when IC works, it reduces confusion, enhances collaboration, and empowers people to do their best work. Most importantly, it turns IC from an order-taker/ support function into a driver of business success and results.