Establishing first internal communications function

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Establishing first internal communications function


SSAFA – the Armed Forces charity – was in the process of establishing an internal communications function for the first time. Lansons was commissioned to review current communications to staff and volunteers and to make recommendations for improvement.


Our review comprised of stakeholder interviews, a survey to all staff and volunteers as well as 3 focus groups.
We identified that there was a disconnect between volunteers and Central Office, that the volume of communications was too high, while the quality of communications was too low.

There was also a perception that there was a lack of leadership visibility, with no real sense of a shared identity across the charity. This was partly driven by a silo structure and mentality




We recommended that the charity needed to tell the SSAFA story, with beneficiaries at the heart of it

We also proposed that they needed to develop a leadership communications and engagement strategy (tackling the issue of ‘visibility’).

We believed that this was also a good opportunity to strengthen Internal Communications’ governance, gatekeeping and guidance (to include a single view plan, processes, policies, guides, templates, best practice standards)

Finally, we recommended working with HR to develop a thorough and inclusive corporate induction programme





We have provided SSAFA’s leadership with the framework to begin tackling some deep-rooted issues.
They have now appointed the charity’s first ever Internal Communications manager – who is using the recommendations from our review as the basis for developing a comprehensive internal communications plan, as well as building new channels and capability.




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