Establishing first internal communications function
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Change & Employee Engagement
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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.
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)
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.