Building a Strategic Internal Communications Team From the Ground Up

In the wake of the COVID-19 pandemic, the importance of internal communications took center stage for many organizations. At the Robert Wood Johnson Foundation (RWJF), we found ourselves grappling with a flood of important and lengthy messages, each vying for the attention of our employees.  

Before the pandemic, internal communications often felt like an afterthought. I was a team of one, constantly knocking on departmental doors to establish partnerships and make our work more visible. The pandemic changed everything.

Overnight, internal communications became mission critical. Employees needed timely, accurate information, and leadership recognized that clear, cohesive, and consequential communication was essential to keeping our workforce connected and engaged. Amid the chaos, we saw an opportunity — not just to react, but to transform.

Laying the Foundation

Our journey began with an organizational commitment to treat our employees as a critical audience. We understood that to effectively engage and inform our workforce, we needed a robust internal communications function supported by a dedicated team. This required us to thoughtfully assess our current capabilities, identify gaps, and recruit team members whose skills and perspectives complemented one another.

Today, our internal communications team is a testament to that intentionality. We have a director, Arek Gazda, who provides the strategic vision; a manager, Christine Clayton (me), who leverages institutional knowledge and deep relationships; a specialist, Britt Musolino, who infuses fresh, innovative ideas; and a project/intranet manager, Michelle Procaccini, who ensures flawless execution and attention to detail. We’re led by our associate vice president, Hope Woodhead, who really gets our work, always wants to learn more, and stands by us as we work to turn the ship.

Together, we form a cohesive unit with a shared commitment to strategic communication, collaboration, and growth. Our team culture encourages questions, friendly debate, and differing views. As a result, we benefit from our strengths, allowing each of us to shine and hold space to lift challenges, consider and face them together, and keep improving.

Building a Culture of Strategic Communication

Establishing our team was only the first step. To truly support our organization, we needed to reimagine how internal communications was perceived and practiced. Here are the principles that guided our transformation during our first year and continue to drive our work today:

1. Adopting a Strategic Mindset: Our team serves as strategic advisors, not order takers. This distinction has been crucial in shifting the organizational mindset. We’ve built credibility and trust with our partners by focusing on strategy and communication outcomes. While our recommendations aren’t always adopted, we hold ourselves to the highest professional standards — IABC Global Standards have been our guide — ensuring our counsel is thoughtful, data-informed, and aligned with organizational goals.
2. Focusing on Communication Outcomes: Effective communication starts with a clear understanding of what we aim to achieve. By connecting our efforts to organizational needs, we’ve demonstrated the tangible impact of strategic communication. Our approach was informed by the Centre for Strategic Communication Excellence's Global Communication Certification Council Certification Masterclass and the amazing work of Sia Papageorgiou. We work to avoid creating noise and focus on driving meaningful engagement and measurable results.
3. Collaborating Across the Organization: Collaboration has been a cornerstone of our success. We actively engage colleagues across departments, ensuring our initiatives are co-created rather than imposed. This inclusive approach has not only improved the quality of our work, it has also strengthened relationships and buy-in.
4. Setting Realistic Expectations: One of the most important lessons we’ve learned is the power of managing expectations. We focus on what we can achieve and help our partners do the same. Data plays a critical role here, enabling us to set realistic goals and measure success effectively.
5. Prioritizing Feedback and Measurement: Continuous improvement is at the heart of our team’s philosophy. We incorporate feedback loops into every project and prioritize measurement to refine our strategies and tactics. This data-driven approach has been instrumental in ensuring our efforts remain impactful and aligned with organizational priorities.
6. Investing in Professional Growth: We believe that our work is only as strong as our team. That’s why we prioritize professional development, encouraging team members to participate in learning opportunities and engage with industry associations like IABC. These investments keep our skills sharp and our perspectives fresh, enabling us to stay ahead in a rapidly evolving field.
7. Leveraging People Leaders: As we’ve embodied these principles, we’ve also worked to involve our organizational leadership around our objectives. The more we include and engage them, the more support we receive. This is ongoing and will be an important focus for us in 2025.

Reflections and Opportunities

Our journey to build our internal communications team has been as rewarding as it has been challenging. In our first year together, we’ve achieved significant milestones and laid the groundwork for long-term success. We’ve learned the value of diverse perspectives, the importance of focusing on outcomes, and the impact of collaborative, strategic communication.

For organizations looking to strengthen their internal communications function, our experience offers several takeaways:

• Invest in a team that complements one another’s strengths.
• Establish a clear vision and align efforts with organizational priorities.
• Build relationships and engage colleagues as partners.
• Embrace measurement and feedback to drive continuous improvement.
• Foster a culture of learning and professional growth.
• Leverage connections, networks, professional associations, and industry leaders.

At RWJF, we’re proud of our progress and excited about the opportunities ahead. Our team is committed to supporting our organization through strategic communication that not only informs but inspires. As we continue to grow and evolve, we look forward to sharing our journey and learning from others navigating similar paths