Focus on Communications

Effective communication is paramount to building strong working relationships and driving business success, and whilst internal and external communications come in many forms, it is crucial to have a clear strategy for both in the digital era.


Internal Communications

Building a solid internal communication channel is vital in keeping employees informed, supported, and motivated to work efficiently, naturally leading to higher productivity within the business and employee satisfaction. Inter and intra-team collaboration is also improved as a consequence, maintaining positive relationships throughout and, importantly, preventing misunderstandings. Internal communication keeps employees well informed about the business goals and workplace culture, resulting in a positive working environment for the entire team.

To keep your employees connected and informed, remote or otherwise, there is a wide variety of channels at your disposal. Encourage a culture where employees are comfortable in voicing their opinions and advocate for open conversation by sharing feedback, fostering a collaborative work environment. Keep your team updated on the company’s long and short-term goals and provide progress updates to help encourage a sense of belonging for individuals within the business’s success. Internal communication success is determined by the ease with which teams understand business direction and feel comfortable asking questions, their satisfaction with the culture and the quality of their working relationship. The technical responsibility here lies in a combination of efforts from HR and marketing functions to create an internal comms strategy which is engaging and informative, but also for the leadership team to ensure that these efforts are displayed universally, to the benefit of all.


External communications

External communication should be handled differently than internal and is predominantly aimed at helping to maintain good relationships with existing clients, fostering brand loyalty and finding affinity. It also provides a platform to share updates on a business, ultimately building brand identity and awareness, which attracts new clients and employees. It’s essential to ensure you adjust your method according to your target and the platform you’re using, for example, the tone and language used when interacting with potential clients on LinkedIn may well differ from those used in formal emails to known business associates. Responding promptly and professionally is crucial to establishing trust and loyalty, so if you are using a channel that involves a messaging or interaction-based service, such as LinkedIn, regular monitoring of comments or messages, followed up with appropriate responses to encourage conversation, is vital. Transparency and ‘insider’ knowledge related to the business can help you build credibility and establishes you as a reliable partner in the industry. Your business is more than just your products and services. Audiences want to see authenticity and benefit greatly from understanding who is behind your brand. The success of a business can be judged by external factors such as client feedback and recommendations to other companies or individuals, so it is important to be aware of communication coming into your business as well as those being sent out.


In conclusion, effective communication is vital to the success of any business, ultimately leading to higher productivity and business growth. Utilising various communication channels, both internally and externally, will keep your messaging fresh, authentic and innovative. By prioritising effective communication, businesses can establish themselves as reliable partners for employees and clients alike, ensuring continued success.

Lacewing Media works with clients to build and manage external and internal communications strategies. Get in touch with Kate at to discover how we can support you in achieving your goals.