Internal communicators are often the unsung heroes of organizations — although they’re the ones who ensure employees stay informed, engaged, and aligned with company goals. Despite their vital role in driving business success from the inside out, IC professionals frequently struggle to gain the strategic influence they deserve. So let’s talk about respect in internal communications.
Too often, internal communications positions are viewed as tactical messengers rather than leaders driving the strategy behind business success. But this is something that is rapidly changing, due in part to strong industry voices like award-winning global peak performance educator Shadé Zahrai, who recently addressed this topic at VOICES Virtual 2025, the premier event in internal communications.
Branching off from her impactful discussion, it’s time to delve into the elephant in the room for many internal communicators — the ongoing struggle for influence and respect in internal communications. So let’s dissect the state of internal comms and examine the strategies for commanding IC influence.
Respect in internal communications: The struggle for influence
An internal communication strategy keeps a company intact and employees satisfied, but that doesn’t mean it’s recognized. Unfortunately, many internal communicators find themselves stuck in an execution role, responding to leadership directives rather than shaping them.
One of the reasons respect in internal communications is often doled out in woefully low proportions is because of the common misconceptions that cloud people’s perception of what IC is really about. (More on this soon!) Common IC stereotypes and hurdles include:
Limited visibility: Despite the necessity of their work, internal communications are rarely given a seat at the table during leadership discussions. Instead, they tend to have their voices undervalued.
False IC perception: A persistent stereotype is that IC is only about email and newsletters. The impact and hardship of creating and implementing a multi-faceted internal communication strategy are largely dismissed.
Lack of proof:Many internal communicators are plagued by the difficulty of proving the ROI of their roles. Despite their impact, they lack metrics to show their value.
Uncertain growth plans: Additionally, internal communications often experience a lack of a clear path to executive leadership.
Unfortunately, the mix of bias and roadblocks can make internal communicators feel unseen, unheard, and undervalued. With employee burnout on the rise and disengagement posing major threats to company costs and productivity, respecting the people who keep the workforce engaged, informed, and energized is essential.
Shadé Zahrai’s playbook for internal communications influence
So, what’s the best strategy for building influence and cultivating respect in internal communications? Shadé explored the major roadblocks IC professionals face — and how to overcome them, in her powerful keynote, “Breaking Through: Building Influence, Credibility & Strategic Value as an Internal Communicator.” Her dynamite session offered actionable insights into cultivating respect in internal communications.
Here are her three tips for earning respect in internal communications:
1. Earn a seat at the table by building influence through trust
If you want to influence others, start by understanding how their minds work. Shadé emphasized the role of brain-behavior patterns in how people process communication. Every stakeholder has a preferred communication style — analytical, emotional, big-picture, or detail-driven.
Key tip: If you’re unsure of someone’s style, appeal to all four types. When you speak in a way others naturally receive, trust follows. This is how you move from being just heard to being believed.
2. Prove your strategic value with structured persuasion
You know the work you do matters — but to be seen as a strategic advisor, you have to communicate it that way. Strategic persuasion means framing your message to speak to both logic and impact. Shadé’s step-by-step persuasion model reveals the following proactive steps:
Start with a positive vision: Share a clear, shared goal to set the tone.
Identify the roadblock: What’s standing in the way?
Highlight the risks of doing nothing: Paint the consequences of inaction.
Present your solution: Make it actionable and relevant to what stakeholders care about.
Address resistance: Call out concerns before they surface — it shows foresight and empathy.
As Shadé emphasized, when you lead with simplicity and clarity, you gain credibility. Strategic value isn’t just shown — it’s earned through intentional communication.
3. Navigate organizational dynamics by leading from the middle
Lastly, internal communicators are uniquely positioned to connect silos and unify strategy. But too often, they’re brought in at the last minute. Shadé challenged communicators to initiate alignment early and co-create messages across departments. Ask yourself:
What do people really need to know?
Where is the best place for them to hear it?
How can I streamline instead of adding?
Proactive alignment isn’t just operational — it’s strategic. And here’s Shadé’s closing advice to empower communicators: Your role is not just delivering updates. You unify the story of the business, and that makes you indispensable.
Debunking common internal communications myths
Despite the critical role of IC, misconceptions persist. While Shadé session demonstrated that many communicators are fighting for — and achieving — visibility, it’s still time to set the record straight regarding IC myths. Let’s take a closer look at some of the most persistent myths — and the realities that internal communicators know all too well. It’s time to debunk them once and for all!
Myth: Internal communications is just about sending emails.
Reality: While emails remain a necessary IC tool, internal communication is a multifaceted discipline that shapes the employee experience. IC teams craft the narrative of a company’s culture, drive alignment on strategic goals, and build trust through transparency. From mobile apps to town halls to leadership messaging, communicators ensure every voice is heard and every employee stays connected.
Myth: IC professionals don’t need a seat at the table.
Reality: Communication is one of leadership’s most powerful tools, and internal communicators are the experts in using it well. Whether navigating a crisis or rolling out significant change, IC professionals help leaders communicate with clarity, empathy, and impact. When brought into strategic discussions early, they can shape messaging that drives understanding and action across the organization.
Myth: If employees aren’t engaging, it’s their fault.
Reality: Disengagement often signals a deeper issue — one that communication can help resolve. Poorly timed updates, unclear messaging, or irrelevant content can alienate employees. IC teams are responsible for crafting inclusive, targeted, and purposeful communications that meet employees where they are, making it easier for them to connect and participate.
Myth: You can’t measure internal comms success.
Reality: The days of relying on open rates alone are over. Modern internal communicators use rich analytics to track behavior change, message comprehension, and sentiment. These insights help teams iterate, demonstrate ROI, and make a compelling case for strategic investment in IC tools and talent.
Myth: Internal communication is a support function, not a strategic driver.
Reality: When done well, internal communication is a strategic engine that fuels culture, performance, and alignment. IC influences everything from onboarding to retention to change management. Companies that prioritize internal communication see stronger engagement, faster adaptation, and deeper trust — key ingredients for success in any business climate.
By busting these myths, we can help shift outdated mindsets and elevate internal communicators to where they belong: as strategic partners who help drive the business forward.
How Staffbase supports respect in internal communications
Need some more help earning respect in internal communications? Staffbase is here to help. We offer a suite of powerful tools designed to elevate how organizations connect with employees, no matter where or how they work. Our platform empowers internal communication teams to lead with strategy, not just tactics.
Here’s how:
Employee intranet: Create a centralized source of truth that connects teams with timely, relevant information through a company intranet powered by Staffbase. Staffbase’s intranet platform is modern, user-friendly, and built to boost transparency, alignment, and access to essential resources.
Employee app: Reach every employee — including the often overlooked frontline workers — with Staffbase’s mobile-first communications that leave no one out. Push notifications, targeted news feeds, and interactive formats help you engage employees in real time.
Email newsletter designer: Build and distribute beautiful, personalized email newsletters that actually get read. Staffbase’s drag-and-drop builder makes it easy to create branded, measurable campaigns that support your internal communication strategy.
Analytics & insights: Use data to guide your strategy. With built-in analytics, you can track engagement, optimize content performance, and demonstrate ROI to leadership, giving IC teams the evidence they need to prove impact.
Strategic storytelling & alignment tools: Strengthen your internal narrative and ensure consistency with tools that support leadership comms, campaign planning, and feedback loops — all crucial to shaping a company culture employees can connect with.
Whether you’re focused on aligning your workforce, improving engagement, or amplifying leadership communication, Staffbase tools move internal communicators from execution to influence.
Why internal communicators need influence more than ever
As organizations navigate constant change, the need for strong, transparent, and authentic communication has never been greater. By elevating their strategic role through an internal communication strategy, internal communicators can drive engagement, shape corporate culture, and position themselves as indispensable leaders.
To join in more internal communications conversations, we recommend signing up for the You’ve Got Comms! newsletter. Discover twice-a-month insights in the world of internal comms. Plus, we’re constantly sharing new IC content on YouTube and LinkedIn.
You can also stay engaged with our Aspire to Inspire Podcast for ongoing insights from industry leaders. Remember: you deserve respect in internal communications positions! And leveraging the right tools can help you earn your much-deserved seat at the table.
FAQ—Internal communication challenges & how Staffbase helps
Why do employees feel left out of company updates?
Many employees, especially non-desk workers, often miss out on timely updates due to reliance on traditional communication methods that often underserve the frontline. Staffbase offers a mobile-first platform, ensuring all employees, regardless of their location or role, receive real-time updates directly on their devices.
How can we ensure our messages are relevant to different employee groups?
Generic messages can lead to disengagement. Staffbase allows for content targeting, enabling you to send tailored messages to specific groups based on role, location, or department, ensuring relevance and respect for employees’ unique contexts.
What if employees don’t trust the information they receive?
Trust is built through consistent and transparent communication. Staffbase’s platform supports leadership communication tools, allowing messages to come directly from trusted figures within the organization, enhancing credibility.
How can we gather and act on employee feedback effectively?
Feedback is crucial for respectful communication. Staffbase integrates surveys and feedback tools within its platform. This makes collecting, analyzing, and responding to employee input easy. Overall, it fosters a culture of openness and continuous improvement.
How do we measure the effectiveness of our internal communications?
Without proper metrics, it’s challenging to assess impact. Staffbase provides analytics and reporting features that track engagement, open rates, and other key performance indicators, allowing for data-driven improvements in communication strategies.
