Strategic internal communication is both an art and a science. Keeping employees informed is essential but bombarding them with too many messages can lead to tuned-out teams and diminished engagement. We are faced with a key question: what is the optimal frequency for internal communications? Let’s take a moment to explore how to determine the right balance of communications for your organization, identify signs of communication fatigue, and create a 12-month plan that keeps employees informed without overwhelming them. 

The Power of Strategic Internal Communication 

When executed thoughtfully, internal communications can drive positive business outcomes. According to Gallup research, companies with highly engaged workforces outperform their peers by 147% in earnings per share. One major reason for this is strategic communication connects employees to organizational goals and values. 

Effective internal communications do more than just deliver information – they build culture, foster collaboration, and align teams around shared objectives. A study by McKinsey found that organizations with connected employees show productivity increases of 20-25%. Achieving these results requires balance. Communication must be consistent to keep employees informed while being informative to ensure they remain meaningful. 

Quality Over Quantity 

Today, employees can face significant information overload. Research from RingCentral reveals that the average worker toggles between apps and windows 1,200 times daily. Adding excessive internal communications can be counterproductive. 

Signs that you’re overcommunicating include: 

• Declining open rates for emails and newsletters 

• Reduced participation in town halls or team meetings 

• Increasing complaints about “too many messages” 

• Employees missing critical information buried in communication noise 

The risks of overcommunication are substantial. When communications become overwhelming, employees can develop selective attention. This may result in missing crucial information and feeling disconnected from the organization. 

Determining Your Optimal Communication Frequency 

I can’t give you a concrete formula for determining the perfect communication frequency. It is dependent on several factors: 

• Company Size and Structure: Large organizations may require more formal communication channels and greater frequency to ensure message consistency across departments and locations. 

• Your Organization’s Industry: Companies in rapidly changing industries may need more frequent updates than those in stable industries. 

• Employee Preferences: Different workforce demographics have varying communication preferences. Millennials and Gen Z often prefer brief, frequent updates, while other generations might favor less frequent, more comprehensive communications. 

• Operational Needs: Organizations undergoing significant changes (mergers, restructuring) typically require more frequent communication compared to others. 

The most effective approach is data driven. Implement measurement tools to track open rates, engagement levels, and feedback. Survey employees about communication preferences and adjust accordingly. 

Crafting an Effective 12-Month Communication Plan 

A successful annual communication plan balances different types of communications: 

• Urgent/Need-to-Know: Critical information (safety issues, major business changes) 

• Informative: Regular updates on business performance, projects, and initiatives 

• Engaging/Culture-Building: Content that reinforces values and builds community 

When developing your 12-month plan: 

• Schedule communications based on your business calendar (quarterly results, annual planning) 

• Establish regular rhythms for certain communications (monthly CEO updates, quarterly newsletters) 

• Build flexibility for unexpected communications but maintain discipline on what warrants company-wide attention 

• Leverage multiple channels strategically 

Beyond the Numbers 

The question isn’t solely how many communications to send but also how to make each one count. Strategies for increasing engagement include: 

• Create Two-Way Dialogue: Implement regular pulse surveys. According to Harvard Business Review, employees who feel heard are 4.6 times more likely to perform their best work. 

• Always Target: Target your communications to relevant audiences. 

• Mission and Vision: Develop communications within the context of your organization’s mission and vision. 

• “Less But Better” Approach: Consider consolidating multiple messages rather than creating numerous standalone communications. 

There’s no perfect formula for internal communication frequency. However, the desired results are clear: employees feel informed without feeling overwhelmed, engagement metrics remain strong, and important messages receive appropriate attention. The most successful internal communication strategies focus not on how much is said, but on how much is understood and translated into positive workplace behaviors. 

Have a question? Schedule time with Edward Sanchez, Director – Customer Adoption & Engagement, by clicking here.