Internal Comms Deserves a Brief!

You deserve better.

I love you comms pro, you're super talented, doing an amazing job with a tiny (or non-existent) budget. Your comms make a real impact on your business and colleagues. You really care about what's going on around you, and as I stated - you deserve better. We can all agree on that. But you need to ask for it. 

The chaos we need to end

You know how it goes. A senior leader, not your boss, but definitely a boss - texts you in the middle of your lunch break -  “Can you create a campaign for Women’s Day? Needs to go live by EOD” (Always kills my appetite).

Or my personal favourite, sliding into your inbox at 4:47pm:

"Hey! We're implementing mandatory return to office starting Monday. Could you write a quick announcement? Make it sound positive!" (Because nothing says "we value our people" quite like dropping life-changing news with a smiley.)

This is a terrible way to work. It's unsustainable, it's draining, and it completely undermines the strategic value of internal communications. And deep down, you know it. We all know it. Even that boss with their simp emoji knows it — they just haven’t seen the light yet.

But what if there were a way to make everyone STOP AND THINK before dumping their vague, last-minute requests on your plate? There is. It's not AI-powered. It's not revolutionary. It's basic. And yet, for some reason, we don't ask for it. 

It’s called a creative brief.

Let’s sing it together, Gilmore girls: 

Where you lead, I will follow… 
Anywhere that you tell me to… 
If you need, I’ll tell you to send a brief – unless you’re the CEO. 

Send this to your team → The Ultimate Internal Comms Brief 

Why proper briefs matter

Every well-functioning creative team works with briefs. They don’t just take orders on the fly. They ask for objectives. They get clarity. They plan. They're getting crystal clear on what needs to happen and WHY. They don’t start to work unless the brief they got tells them what they need to know. 

When everyone's aligned from the start, the results aren't just pretty, they're magnificent. Yet somehow, in internal comms, we're expected to manifest miracles without any structure. We're essentially playing darts blindfolded, hoping to hit something meaningful.

Yet, in internal comms, we’re often expected to just make things happen without any structure. We’re throwing darts in the dark, hoping something sticks.

That needs to change.

Now, I get it. Forms can be annoying. I despise ‘must-fill' slots. I abandoned many cute opportunities because I had to fill out a form -  But a brief isn’t just a form. It’s a way to make your work better, clearer, and more strategic.

And because I know you’re drowning in vague requests, I’m giving you a brief template to send your colleagues. Use it. Love it. Let it set you free.

A good brief includes:

1. A clear, actual goal (not just “raise awareness” – be specific)
2. A defined audience (employees, managers, or just your boss? Be real)
3. Key message (what do you want them to think, feel, or do?)
4. Chosen channels (Workvivo? Email? Townhall... or maybe a carrier pigeon?)
5. A realistic deadline (because ASAP isn’t a plan)
6. Defined approval process (so we don’t panic at the last minute)
7. Success metrics that matter (no just vibes…)
8. Essential context (previous comms? Barriers?)

Red flags to watch for:

1. 'Everyone' as the audience (it’s never 'everyone').
2. Too many goals that don’t align (prepare for chaos!).
3. Unrealistic timelines (hint: we can’t work miracles in 24 hours!).

Ready to work smarter, not harder? Send this to your team → The Ultimate Internal Comms Brief 

Handling a creative brief like a pro

When someone actually fills out a brief:

1. Read it. Put down your phone. Stop thinking about lunch.  Don’t jump straight into creating. Read!
2. Prioritise. Where does this fit into your workload? Who do you need to collaborate with?
3. Think. What’s the best way to bring this to life? Jot down ideas.
4. Consult. Chat with your team (if you have one) or even an AI tool for brainstorming.
5. Plan. Add it to your work management platform or calendar.
6. Sleep on it. If it’s not urgent, let ideas percolate before you dive in.
7. Create. Now, get to work!
8. Check the proposed channels. Are they the right ones? If not, push back.
9. Send for review. A day or two before the deadline, send the draft with visuals.
10. Expect revisions. Because they will ask for them. They always do!
11. Approve and publish. Tick the box. Take a break. Find cake. If there’s no cake, ask your boss, the cleaner, or that person who always speaks too loudly in the open space—where they’re hiding all the chocolate?!

Time to set some boundaries

You’re a strategic communicator. A professional. And professionals need a process. You are not a magician pulling campaigns out of thin air.  So let’s get something straight: it's okay to push back. When someone hands you a half-baked idea, it’s your job to tell them:

• "The whole company isn't your audience, let's focus on who really needs to read  this"
• "We need more time if you want this done right"
• "That's actually three different projects, let's tackle them properly"
• And - “We’re not the internal sales team. Let’s focus on comms.”

So, let’s stop working off walk-ins and start demanding briefs.  It’s not a hurdle. It’s your best tool to make sure internal comms actually does what it's supposed to do: communicate effectively.

Now, go forth and claim your cake.

Ready to work smarter, not harder? 

Send this to your colleagues and watch the quality of your comms soar. And maybe, just maybe, you'll get fewer "urgent" requests at 4:59 PM on a Friday.

New Process: All Comms Requests Need a Brief

Hey team,

To keep things clear and efficient, all internal comms requests now require a brief. 

This ensures we have the right details from the start and can plan accordingly.

Next time you need an announcement, campaign, or update, please >>>>fill out this brief and send it our way.

Thanks! 

[The Internal Comms Team]

Ready to work smarter, not harder? Send this to your team → The Ultimate Internal Comms Brief