What does the new normal look like for internal communications in 2021?

What does the new normal look like for internal communications in 2021?

This was the topic of the opening panel at PRWeek’s Strategic Internal Communication conference today.

Jenni Field, Founder and Director of Redefining Communications chaired the panel on my behalf, as I’m still recovering from Coronavirus. Thank you Jenni.

She’s here with a guest post to share today’s discussion. I’ll hand you over…

PRWeek Strategic IC

What does the new normal look like for internal communications in 2021?

As chair of the panel I got the chance to grill Naomi Jones @NaomiLJones1 from Suez, Jess Lonsdale from Virgin Media and Alba Guerra Recas @AlbaGuerraRecas from Puig about their experiences in the pandemic and their focus for the year ahead.

As Jess said in the session, 2020 was the great equalizer.

She talked about the need to upskill in data and insight and how we can maintain the strategic role afforded to many in the pandemic.

I have often said we are an industry or words/messages and less action. Naomi highlighted the fact we made a lot of promises in 2020 and that we need to follow through on those with tangible actions this year.

Alba has seen significant investment in the internal communications function in 2020. As a global business they saw investment in roles for internal communication across the globe which was a ‘game changer’ for her.

But what does all this mean for 2021?

I asked the panel what their priorities were and they each gave me their thoughts:

  • How to remain human with technology – what does really look like
  • Exploring the effectiveness of communication in a complex digital landscape – a more omni-channel approach perhaps
  • A focus on manager to employee communications – we know how important this is and we need to invest in it this year
  • Purpose-led communication and ensuring the story is being told
  • Investing in visual content – the use of good video content will be important this year
  • Looking at how we, as a team, add value – not just how we add clarity or the calm to the chaos
  • The use of data and insight – ensuring we have the skills and that we are using it to make decisions
  • Strategic storytelling – and the link to purpose focussed communication
  • Simplifying the channel ecosystem

If you are thinking about how to move forwards in 2021, this list is a great place to start!

Thank you Jenni.

Here are some of my takeaways from the excellent session this morning. Thank you to all the speakers:

Get your ticket to the conference

If you are interested in attending the PRWeek conference, it’s taking place online until tomorrow. Check out the PRWeek website and don’t forget to use my exclusive code ALLTHINGSIC10 to save 10% off your tickets.

You can follow the conversations online today and tomorrow using the hashtag #PRWInternal on Twitter.

I recommend reading Jenni’s recent blog post to discover more of her thoughts on what the year ahead holds: Why being more specific in 2021 is essential for organisations.

Learn about internal communication with All Things IC

If you want to learn even more about internal communication, check out my range of Online Masterclasses. They will boost your internal communication skills, knowledge and confidence, so you have make the decisions you need to about your Internal Comms in 2021 and beyond.

See the dedicated website to access all the latest courses. They are packed with bespoke text lessons, videos, workbooks and quizzes to help you learn about the wonderful world of IC at your own pace. They are pre-recorded, which means you access the content at the time you choose.

Want to buy courses for your team or need multiple licenses? Do get in touch and let me know what you need. You can also buy bundles of courses.

Choose from:

All Things IC Online Masterclasses

Thank you for stopping by,


Post author: Jenni Field.

First published on the All Things IC blog 14 January 2021.


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