From Message Push to Strategic Pull: Why Internal Comms Needs a Rethink

Internal communication is too often reduced to logistics. An email here, an intranet post there, maybe a message on a screen. The assumption is that once the message is out, the job is done.

But clarity doesn’t come from distribution. And if no one’s aligned, all that output doesn’t matter.

In a recent episode of Digital Signage Done Right, internal communications strategist Alejandra Ramirez lays out a stronger path—one that positions comms as a tool for shaping culture, driving behavior, and supporting real leadership.

If you work with teams—or lead them—this conversation is worth your time.

Start with Outcomes, Not Outputs

A strategic approach begins with intent. What needs to shift? What’s unclear? What action are we hoping to see?

That comes before deciding what platform to use or when to send the message. Alejandra pushes leaders to reverse the usual order—start with what success looks like, then choose the right tactics to support it.

Culture Is Built Through Conditions

Alejandra uses a simple analogy: in science, when you culture something, you create the conditions for growth.

Workplace culture works the same way. It takes shape in the systems we reinforce, the behaviors we reward, and the tone leaders set. Communication isn’t just a reflection of culture—it helps build and maintain it.

Comms Should Influence Behavior, Not Just Awareness

Let’s say a company runs weekly safety reminders on internal screens. It seems helpful—but what’s actually changing?

Alejandra shares an alternative. Instead of only broadcasting tips, use QR codes to prompt real-time participation. Track hazard reports. Watch how teams engage. Use that data to inform next steps.

That shift—from awareness to behavior—is where internal comms becomes strategic.

Define What You Mean

Ambiguity creates risk. If you say safety matters, spell out what that means. If you say you value collaboration, describe what it looks like in practice.

Without definition, employees are left to guess. And those guesses won’t always align with your goals.

Internal comms gives people something to hold onto. It sets the standard and removes the guesswork.

Use the Head, Heart, Hands Model

Alejandra’s go-to framework for effective messaging is Head, Heart, Hands. It’s a simple structure that applies to just about any internal message.

• Head: What’s the information?

• Heart: Why does it matter?

• Hands: What’s the next step?

It’s especially useful during change or uncertainty—when people want something clear and grounded. Even when the path forward isn’t fully mapped, this model helps teams stay connected and focused.

Check for Misalignment Between Message and Incentives

Communication breaks down when people are rewarded for one behavior and asked to perform another.

If your KPIs focus on speed but your values emphasize collaboration, something’s going to give. If a team lead is praised for visibility but never for engagement, town halls become one-way updates.

Strong internal comms requires more than clear language. It needs alignment between what’s said, what’s rewarded, and what’s expected.

Speak Before You Have It All Figured Out

Leaders often hold back communication until every detail is nailed down. But in times of change, silence usually backfires.

Alejandra recounts a conversation with a CEO navigating financial uncertainty. He didn’t want to make promises he couldn’t keep, but he also didn’t want to leave people guessing. So he communicated what was true in the moment and committed to updates as things evolved.

That level of clarity gave employees a sense of stability. It also gave the leadership team credibility.

Want to turn internal comms into a strategic advantage?

Book a consultation to assess your current approach and build a system that actually supports your team, your goals, and your leadership.

And be sure to catch the full episode of Digital Signage Done Right with Alejandra Ramirez for more practical insights on bringing clarity to the center of your culture.

Listen now and lead with intention.