Why we created a holiday for internal communicators (and why it’s long overdue)

Internal communicators are the first to send the company-wide announcement, but often the last to get a mention in it.

They’re behind the All Hands deck, new hire welcome campaign, or the leadership message that went out at 9am sharp. They keep companies informed, cultures intact, and employees connected to something bigger than their to-do list — often quietly and without much fanfare.

So when we started asking ourselves what a true celebration of internal communicators could look like, the answer felt pretty obvious: give them a day just for them to feel seen and celebrated.

And that’s exactly what we did! April 23 is now National Internal Comms Day — and this is the story of why we created it.

 

Internal communicators are behind (almost) everything.

Think about the last time your company went through a big change — a reorg, leadership transition, return-to-office policy, or even an acquisition. Someone (or a team of someones!) had to figure out what to say, when/where to say it, and how to say it in a way that kept everyone informed and at ease.

That was internal comms.

And it goes well beyond the big moments too! On any given day, internal communicators are keeping the rhythm of the organization alive — shaping the employee experience, driving culture, and making sure employees feel connected to something bigger than their notifications tab.

And yet, when it’s time to celebrate a company win or hand out recognition at the end of the year — internal comms is rarely the name called.

So we did something about it!

At Workshop, we spend every day thinking about internal communicators. They’re our customers, community, and honestly, favorite people! We’ve seen firsthand how many hats they can wear in a company and how rarely that gets the celebration it deserves outside of their own teams.

So earlier this year, we asked a simple question: what if we just created a day for them?

Not a quick social media post or hashtag that would get buried on timelines, but a real, recurring recognition of the internal comms profession — something that could grow into an industry-wide tradition the same way other professional observances have over the years. You know, like Administrative Professionals Day or National HR Day.

Internal communicators deserve their time to shine too!

So we got to work. We picked a date, built a landing page, and reached out to 150 internal communicators across the country who are doing remarkable work and told them something special was coming their way.

And just like that, National Internal Comms Day was born.

Because “giving someone their flowers” means something.

This phrase is way more than a campaign theme to us — it’s a real reminder to celebrate someone while they’re still in the role, doing the work, and making an impact. Whether they’re newer to the internal comms community or have been a part of it for years, it’s worth a shout!

National Internal Comms Day is a chance to do exactly that — to pause, celebrate, and say: we see you, we appreciate you, and are so glad you’re here.

Join us on April 23.

National Internal Comms Day is April 23 and we’re just getting started.

This year, we’re sending flowers to 150 internal communicators across the U.S. who are doing the work every day. And every year going forward, April 23 is the day the industry stops to recognize the people who make it all possible.

So if you work in internal communications — this day is for you. If you work alongside someone who does, now you know what to say on April 23!