Let’s be real: without a clear plan, internal communications can quickly spiral into chaos. But with the right strategy, you can build clarity, foster alignment across departments, and move your team forward (no matter how quickly things are changing!)

This guide breaks down a simple, repeatable 7-step strategy that’ll help you create a high-impact internal communications plan—without drowning in jargon, fluffy frameworks, or endless planning docs.

Let’s dive in, together! (You got this!)

Before we get into the list, grab your free internal comms plan template below! You can easily start building your plan today with it.

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This plan helps you create a strong outline of how you’re going to segment your audience, develop targeted messaging, and use specific channels to achieve targeted business results. It helps you get a more high-level view of the messages you’re going to send, and is great for articulating the basics to your leadership team and getting everyone on the same page.

First, what is an internal communications plan?

We’re glad you asked! An internal communications plan is a documented strategy that outlines how your company communicates with its employees. It lays out your goals, your audience, your key messages, the channels you’ll use, and how you’ll measure success.

Think of it as your comms lighthouse. When everyone’s looking for direction, your internal communications plan shows the way…even when waves are crashing down. 🌊

And a good one doesn’t just sit in a folder collecting digital dust. It evolves with your business, adapts to what your employees need, and helps make your company’s mission more than just a poster in the breakroom.

The difference between an internal communications plan and a strategy

Let’s clear up a bit of confusion: your internal communications strategy is the why, and your internal communications plan is the how.

Think of the internal communications strategy as the big-picture vision. It answers questions like:

• What do we want our internal comms to accomplish?
• How does internal communication support our mission?
• What tone, style, and values should guide our internal messages?

Your internal communications plan then takes that strategy and turns it into action. It answers:

• What internal channels are we using?
• Who’s in charge of what?
• When are we sending each message?

Both your strategy and your plan are critical to building a communications approach that works. They feed into one another, and when they’re aligned, internal comms becomes a superpower.

Why you need a strategy behind your internal communication plan

Let’s talk about ~the why~ before we talk blueprints.

When your internal communications plan is dialed in, it creates:

• Alignment: Everyone knows what’s happening, why it matters, and what they need to do.
• Efficiency: No more duplicated efforts, crossed wires, or messages getting lost in translation.
• Engagement: When comms are clear, people feel connected…not confused.
• Resilience: Whether you’re navigating change, crisis, or growth, a solid strategy helps your people stay grounded.

So yes, you could keep sending out last-minute memos and hoping they stick—but wouldn’t it be more effective (and less stressful) to have a plan?

…and if you’re new to a comms role, make sure to grab our 30/60/90 day internal comms checklist here!

Okay…take a deep breath! We’re ready to dive into the 7-steps of our internal communications plan.

In our opinion, an internal communications plan is meant to work with or as a specific initiative; it could be a key part of a larger, public rollout, or its own internal campaign entirely.

This plan helps you create a strong outline of how you’re going to segment your audience, develop targeted messaging, and use specific channels to achieve targeted business results. It helps you get a more high-level view of the messages you’re going to send, and is also incredibly useful for articulating the basics to your leadership team and getting everyone on the same page.

When navigating changes in internal comms – whether transitioning to a hybrid work model, launching a new initiative, or managing a crisis – structured, clear communication becomes crucial. But coordinating with different teams and getting everyone aligned can feel overwhelming. That’s where an internal communications plan template can make all the difference. Let’s gooo!

Step 1: Get clear on your communication goals

Every great internal comms strategy starts with one thing: purpose.

Ask yourself:

• What’s the business challenge we’re trying to solve?
• What needs to change in the way people think, feel, or act?
• What success looks like? Or, put another way, how will we know the plan worked?

For example:

• Maybe your goal is to improve your employees’ understanding of a new strategy.
• Or maybe it’s to boost engagement scores on internal surveys.
• Or you’re launching a major change, and you need to bring employees along for the ride.

In our opinion, an internal communications plan is meant to work with or as a specific initiative; it could be a key part of a larger public rollout or its own internal campaign entirely.

Pro tip: Try boiling your comms strategy down to just one sentence (yes, it’s possible!). Remember, sometimes less is more!

Step 2: Know your people

Next up: your audience. Because in internal comms, one size never fits all.

Remember, you’re not just speaking to “employees” you’re speaking to real people with different roles, responsibilities, and levels of access to information. A frontline manager in a warehouse doesn’t receive information the same way a hybrid product designer or a remote recruiter does. That’s why audience segmentation is your secret weapon.

Ask yourself:

• Who needs to hear this message?
• What do they care about most?
• What’s the best way to reach them?

Then, build your plan accordingly. Whether you’re launching a CEO update or rolling out new tech, your internal communication strategy should be tailored, not templated.

Don’t forget to tap into existing employee feedback. Use employee engagement surveys, quick pulse surveys in email, and one-on-ones to learn how people want to receive communications—and what they wish they knew more about.

Remember: great internal comms start with listening. Listening starts with being intentional.

Tech tip: Use Workshop’s audience segmentation feature to easily personalize your internal comms! Show different content based on an employee’s list membership. Want to create location-specific calendars or department-specific updates? It’s easy to display the right content to the right people, all within the same email.

Step 3: Choose the right internal channels

You’ve got goals. You’ve got an audience. Now you need to figure out how your messages will travel…and where!

We live in a world of endless options: email, Slack, Microsoft Teams, Zoom calls, intranet updates, digital signage, mobile apps, newsletters, town halls, and even memes (yes, memes can be a strategy).

Your internal communications plan should create a multi-channel comms strategy:

• Use email for newsletters, important comms, and official updates.
• Lean on Slack/Teams for fast, informal back-and-forths.
• Turn to video for storytelling and leadership visibility.
• Host town halls or Q&As for big-picture context and real-time connection.
• Keep a central hub (like an intranet) for the latest news, resources, and policies.

The goal? Meet your employees where they are—not just where it’s easiest for you or where things have “always” been done.

Bonus tip: use our editable channel matrix template to organize & identify the purpose of your own channels!

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Channel Matrix Template

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Step 4: Craft clear, compelling messages

You could have the best strategy in the world, but if your internal messages are confusing or full of corporate jargon, it might not land.

Great internal communication is all about clarity and connection.

Here’s how to write messages your employees will actually read (and remember):

• Start with what’s in it for them: Why should they care?
• Be human: Write like a person, not a policy document.
• Use plain language: Ditch the jargon and acronyms (or make sure to provide context!).
• Make it visual: Use graphics, videos, and formatting to make key points pop.
• Repeat important info: People don’t see everything the first time.

A great internal communications plan isn’t just about what you say—it’s how you say it. When in doubt, test your message with a colleague. A second set of eyes never hurt!

Step 5: Create a communication calendar

Now that you’ve got your strategy and messages sorted, it’s time to bring everything together with a communications calendar.

Think of this as your overall plan for when, where, and how you’ll communicate:

• What’s going out each week or month?
• Which teams or leaders are responsible?
• What channels will you use?
• What deadlines or dependencies do you need to hit?

Bonus tip: Use Workshop’s communications calendar to get a bird’s-eye view of your communications strategy! Plan, schedule, and oversee your entire internal communications strategy in one intuitive place! Workshop’s communications calendar helps you see everything at a bird’s-eye view—from what’s already sent to what’s planned for the future. Manage your communication strategy with ease and avoid information overload for your team!

The magic happens when your calendar aligns with key company moments, like quarterly business reviews, product launches, hiring cycles, or big culture initiatives.

And don’t forget about repetition. One-off messages rarely stick. Your internal communications plan should build in reinforcement over time.

Whether it’s a fancy Airtable or a good ol’ Google Sheet, your calendar should be clear, collaborative, and easy to update (like Workshop’s!)

Step 6: Build feedback loops into your plan

Internal communication is not a monologue, it’s a conversation. And if your strategy doesn’t include two-way communication, you’re missing half the story.

That’s why every internal communications plan should include feedback mechanisms. These could be:

• Pulse surveys or polls (Workshop can help with this!)
• Anonymous suggestion boxes (digital or physical)
• AMA (Ask Me Anything) sessions with your leadership team
• Comment sections or emoji reactions on intranet updates
• Team retros or listening sessions

Use this feedback to improve not just your messaging, but your strategy itself. If your comms aren’t landing, adjust and try again.

And here’s the best: when employees see that their voices lead to real changes, they’re way more likely to stay engaged and involved.

Looking for a little inspiration on what questions to ask your employees? Check out our free employee pulse survey template! 🙂

Step 7: Measure what matters (and evolve over time)

No internal communications plan is perfect on day one, but the best ones get better with time. So, start by defining what success looks like for your company. Then, track the right metrics to measure progress. A few to consider:

• Email open and click-through rates (don’t have this data? See how you can start tracking it with Workshop!)
• Intranet traffic and page views
• Attendance at live events or town halls
• Employee engagement survey scores (grab a free template here!)
• Feedback participation and sentiment analysis

Your comms strategy should be data-informed, and human-led. Don’t just count clicks. Pay attention to trends, tone, and the questions people are asking. Then, adapt your plan as needed. You can also tap your HR team to collaborate on sharing these insights! 

A great internal communications strategy is never “done.” It grows with your company, your people, and your culture.

Okay, this all sounds great…but how do I build internal buy-in for my internal comms plan?

An internal communications plan only works when your people use it. Here’s how to get internal stakeholders on board:

• Present your plan with a clear connection to business goals
• Come prepared with a budget proposal (grab a free template here!)
• Share wins and results from previous internal comms efforts
• Use real employee feedback to guide your internal strategy
• Involve team leads in shaping the plan and selecting internal channels

Internal buy-in drives adoption. And adoption drives success.

Bonus tips to supercharge your strategy

Whew! You made it through the 7 steps! Now, here are a few power moves to take your internal communications plan from “fine” to fantastic:

✨ Involve leaders early – When execs are visible and vocal, messages carry more weight.

✨ Celebrate wins often – Recognition is a key ingredient of great internal culture.

✨ Make it fun – Humor and creativity go a long way. GIFs, memes, and inside jokes? Say less.

✨ Stay swift – Don’t be afraid to experiment with new channels, formats, or cadences.

✨ Train your managers – They’re often the glue between strategy and execution. Equip them with the tools and context they need to reinforce comms.

✨ Document and share your strategy – Keep everyone on the same page by making your plan accessible, transparent, and easy to follow.

Wrapping it all up: the plan behind the plan

An internal communications plan isn’t just about sending messages. It’s about making sure people understand them. Believe in them. Act on them.

With a solid strategy in place, you’re not just “doing comms.” You’re building alignment. You’re driving engagement. You’re shaping culture, one message at a time.

So whether you’re starting from scratch or leveling up an existing internal strategy, let this be your guide. Your blueprint. Your not-so-secret weapon for better communication.

Because when communication works, everything works better.

Happy comms planning!

Next steps:

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Book a demo of Workshop here to see how we can streamline your internal comms plan & make every internal email a breeze!