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5 minutes with Pinky, internal comms manager in Singapore

In this new section, we are meeting with internal communication professionals across the globe, to share their best practices and vision for the future!


Let’s meet Pinky, a dynamic and positive comms professional based in Singapore. She currently manages the internal communication across the region for a global company. She agreed to share with us her tips and best practices gained throughout her years working in this field in Asia.


1 – What are the key aspects for a successful internal communication strategy in your opinion?

Pinky: You need to first know your audience, and within the broader audience, your segments. You should know what those people are talking about, what they worry about.

Once you understand your people, you can start working on the strategy. It is important that it comes only as a second step.

The heart of your strategy is your narrative, as the other aspects of your plan will be here to support your message. Once you have defined and phrased your messages, you can start to think about the whos and hows.

Who should deliver the message? Which platforms should you use? What is the best time to deliver your message?

Internal communication should always see the bigger picture to have a clear and effective strategy.

Every message that is distributed should not be looked at by itself. Rather, it should be seen as a campaign. It is important to think about how it fits into your business strategy, how it articulates with the upcoming messages.


2 – What is your main challenge in terms of internal communication in your organization?

Pinky: A major challenge can come from companies that grow very fast. In this case, you end up with a mix of different groups. On one hand, there is a group of people who have been with the organization for a long time and are used to the culture. On another hand, there is a large group composed of new employees who come with their own past experiences or with very little experience.

When delivering messages, it is important to keep in mind the different types of populations within the audience. They have different backgrounds and mindsets, and it can be challenging to find the right balance to address your messages internally.


3 – Which media have been the most efficient in your experience to reach the employees?

Pinky: I have not yet come across tools that could be used across all channels. As we are dealing with a lot of confidential information, we have many constraints that may impact the use of such platforms.

This said, we are using a newsletter software that is dedicated to internal communications. It offers tracking features, which is very important. Indeed, tracking is very helpful to understand the performance of our newsletters, which articles are popular, etc.

In terms of engagement, we are also using Microsoft Teams where we can create channels for people to join and initiate some discussions. This has been our only option due to confidentiality restrictions; it has worked for us, although there are probably more advanced platforms.


4 – With the increase in remote working due to the pandemic and the ongoing evolutions in terms of working habits and employees’ expectations, what should companies do to adapt to those changes?

Pinky: Companies need to use social media to engage with their people. Some have already started doing it, it should be a more common approach I believe.

Using a dedicated social media platform, accessible from a smartphone and restricted to the employees only is a key to success in my opinion. For it to be adopted, it should be very user-friendly, as easy to use as possible.

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