Cambridge
Academy
In London

Introduction

An effective internal communication function runs like an operating system—clear governance, reliable content workflows, strong channel management, and measurable impact. This program equips internal communication leads with practical tools to design an operating model, establish standards and approvals, improve content quality, and deliver consistent, engaging communications that support strategy, culture, and change.

Course Objectives

By the end of this course, participants will be able to:

·        Design an internal communication operating model with clear roles, services, and governance

·        Establish content standards, editorial workflows, and approval controls

·        Strengthen channel strategy and content planning for different employee audiences

·        Improve leadership communications and manager cascade enablement

·        Measure internal communication effectiveness through KPIs, insights, and dashboards

·        Build a 90-day action plan and 12-month roadmap to mature internal communications

Target Audience

This course is designed for:

·        Internal communication leads and team coordinators

·        Corporate communications and employee engagement professionals

·        HR communications and culture teams supporting workforce communications

·        Change communication and transformation communications practitioners

·        Department communication focal points in large or distributed organizations 

Course Outlines

Day 1: Internal Communication Operating Model & Governance Foundations

·        Defining scope: internal comms services, audiences, and decision outcomes

·        Operating model options: centralized, federated, and hybrid approaches

·        Roles and responsibilities: RACI for content, channels, approvals, and measurement

·        Governance forums: editorial board, content intake, escalation, and alignment routines

·        Activity: Operating model health check + governance and gap assessment

Day 2: Content Strategy, Standards & Editorial Excellence

·        Content strategy: objectives, messaging architecture, and narrative consistency

·        Editorial standards: tone of voice, plain language, inclusivity, and accessibility

·        Content types: announcements, campaigns, leadership messages, FAQs, and toolkits

·        Content QA: fact-checking, legal/HR alignment, version control, and sign-offs

·        Workshop: Build an editorial guideline + content checklist + message map template

Day 3: Content Workflow, Planning & Channel Management

·        Content intake and prioritization: briefs, SLAs, and workload management

·        Editorial calendar design: themes, cadence, and cross-channel coordination

·        Channel strategy: email, intranet, collaboration tools, video, and events—when to use what

·        Manager cascade enablement: toolkits, talking points, and feedback loops

·        Practical activity: Create a 6-week editorial calendar + channel plan for a priority theme

Day 4: Leadership Communications, Engagement & Two-Way Communication

·        Executive communications workflows: CEO messages, town halls, and leader readiness

·        Engagement design: storytelling, communities, and participation techniques

·        Two-way communication: listening channels, Q&A handling, and rumor management

·        Managing sensitive content: restructure, policy changes, and performance topics

·        Case study: Town hall communication pack + Q&A and escalation simulation

Day 5: Measurement, Dashboards & Continuous Improvement Roadmap

·        Measurement framework: outputs vs. outcomes (reach, understanding, trust, behavior)

·        KPIs and dashboards: engagement, channel performance, sentiment themes, and action tracking

·        Reporting cadence: weekly highlights, monthly insights, and quarterly reviews

·        Continuous improvement: content testing, retrospectives, and capability building