How To Align Internal And External Messaging During Big Company Changes

Forbes

2 days ago

Whether it's a rebrand, a restructure or a crisis, internal communication can't be an afterthought when you're navigating a big company change. Your employees need clarity before your customers do, and they need to trust that what they're hearing internally lines up with what's being said publicly.
Achieving this alignment takes planning, cross-functional coordination and a careful understanding of your people. To help, 20 Forbes Communications Council members explore how internal comms professionals can keep their messaging tightly connected to the company's external-facing messaging, even when the ground is shifting.
1. Align The Interests Of Employees And Customers
A clear brand purpose that aligns the interests of employees and customers is the cornerstone, of course. In moments of change, internal communications must be proactive and embedded in the rhythm of change, which means you structure for strategic sensing and orchestrate the delivery of clear signals. Interdependence and transparency between People and MarCom leadership are indispensable. - Caroline Kennedy, Material
2. Craft One Core Narrative With Flexible Delivery
Effective alignment starts with a clear core narrative, tailored by audience but grounded in one strategic truth. Internally, I brief leaders early, arm them with FAQs and reinforce the message via written comms, town halls and small group sessions. Externally, I ensure the same core story flows through PR, customer and partner channels. - Meghan Keough, C1 (formerly ConvergeOne)
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3. Assign Clear Ownership To Ensure Message Integrity
Ownership of the narrative and message is key. The owner of the message has the responsibility to get appropriate input—and debate, when needed—from key stakeholders. Once the message (and, potentially, tone) is agreed upon, one person or team should be responsible for the execution, including serving as spokesperson when required. - Odette Maher, Symphony
4. Prioritize Consistency Across Channels
For internal and external messaging alignment, I always prioritize clear, consistent communication from leadership. It's important that the message being told to the public mirrors and doesn't differ from that being told to employees. Companies should utilize town halls, internal newsletters and direct manager briefings to ensure all employees understand key messages and the strategic direction. - Nandini Sankara, Suburban Propane
5. Reinforce Key Messages Through Repetition
Consistency and repetition are key. Clear internal communication builds alignment and makes external messaging more effective, especially during change. Do not hesitate to repeat core messages; reinforcement builds understanding and trust across teams and stakeholders. Internal clarity is the foundation for external confidence. - Suneeta Motala, Stewards Investment Capital
6. Anchor Messaging In Shared Values
Aligning with the value systems of the comms plan is critical. What do we stand for, how will we consistently show up and what is our point of difference? Unification around these principles ensures that we don't waver during volatile times. - Melissa Sierra, USIM
7. Design A Flexible Framework For Audience-Specific Delivery
The messaging should naturally align, even if the delivery and formatting may differ. There should be a macroscopic framework that has the key messages you want to deliver to all stakeholders. That framework should be tailored to different audiences to ensure maximum impact, but the overall message you are aiming to project will remain consistent. - Andrew Frank, KARV
8. Foster Alignment Through Listening And Purpose
I focus on clarity and shared purpose. By listening to internal teams and making space for their questions, we build trust. That alignment naturally reflects in how we communicate externally, especially when things are shifting. - Barbara Puszkiewicz-Cimino, SUMMIT One Vanderbilt
9. Inform Employees First To Empower Authentic Advocacy
I always start with employees. They should hear news from us first, not the outside world. I keep messages clear and consistent but then tailor the details for each audience. I also listen—staff questions often help shape better external messaging. When your team's on board, they're your best spokespeople. - Luciana Cemerka, TP
10. Start With Honesty
Most brands treat internal and external comms like two scripts, but they should be mirrors. During change, employees sense spin faster than consumers. If they don't believe the story, they won't carry it. True alignment happens when internal truth becomes external tone. Don't start with alignment; start with honesty. - Cade Collister, Metova
11. Activate Brand Alignment From The Inside Out
Align internal and external messaging by activating the brand from the inside out. Our team ensures all employees understand the 'why' behind changes, reinforcing key messages through branded tools, leadership alignment and clear, consistent communication so the experience is unified, regardless of audience. - Mike Neumeier, Arketi Group
12. Coordinate Leadership And Marketing For Unified Messaging
It's really just about maintaining effective communication and coordination between the marketing team and company leadership. As long as those are aligned, internal and external messaging should be in sync. - Tom Wozniak, OPTIZMO Technologies, LLC
13. Link Internal Buy-In With External Visibility
Connect messaging from the inside out and outside in. In moments of change, like a brand refresh, consistency and repetition are key. Help employees understand the 'why' behind shifts and new language, reinforce it externally and connect the dots. Leverage LinkedIn posts to energize internal teams and spotlight them publicly. That duality builds alignment and momentum around shared goals. - Alyssa Kopelman, Otsuka Precision Health
14. Establish A Message House Before Going Public
Establish a unified message house and ensure cross-functional leadership alignment before any external announcement. This means involving key internal stakeholders from the outset. Once the external message is finalized, it becomes the bedrock for all internal communications. We also provide internal teams with clear talking points to prevent mixed messages. - Patrick Ward, NanoGlobals
15. Deliver A Unified Narrative With Contextual Clarity
I create unified narratives serving both audiences. During Western Digital's merger, employees heard the same vision as external stakeholders, just with internal context. The key is transparency within legal limits and explaining the 'why' behind the 'why.' Employees become authentic advocates when they understand and can articulate our story first. - JoAnn Yamani, Future 500
16. Close The Gap Between Internal Insight And External Story
Say it early, say it clearly and say it the same way inside and out. In moments of change, I try to remove the gap between what the team knows and what the world hears. So I share the "why" behind decisions, not just the 'what.' And I make space for questions and feedback before the message hits the public. When my team feels respected and informed, they carry the message forward with clarity and conviction. - Aditi Sinha, Point of View Label
17. Conduct Prelaunch Workshops To Align Messaging Early
Before rolling out any major changes externally, I organize prelaunch workshops with key internal stakeholders. These workshops are designed to clarify the core messaging, its objectives and the anticipated impact. By aligning everyone on the same page from the start, we ensure that internal communication mirrors the external message, making the transition smoother and more consistent. - Lauren Parr, RepuGen
18. Cascade Clear Messaging With Strategic Timing
I align cross-functional leaders on the 'why,' then cascade the message internally with clarity and context. When employees feel informed and connected, alignment becomes visible across the organization. Internal messaging sets the tone, so I build rollouts prioritizing timing, trust and consistency across audiences. - Sarah Chambers, SC Strategic Communications
19. Lead With Transparency To Build Internal Credibility
I lead with transparency, sharing the real story behind the change, not just the polished version. Internal alignment starts with honesty. When your team feels respected and in the loop, they become your best ambassadors, making it easier for external messaging to land with integrity. - Cody Gillund, Grounded Growth Studio
20. Anchor All Comms To A Shared Strategic Narrative
Consistency and congruency are fundamental. I ensure alignment by anchoring all communications, internal and external, to a unified strategic narrative, owned and reinforced by leadership. During change, precision matters. Language must be clear, timing deliberate and tone calibrated. Employee conviction is the foundation of external credibility. - Marie O'Riordan