Internal Communication Powers Performance
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In the fast-paced world of Formula One, where every millisecond counts, teamwork is the key to success. Engineers, mechanics and a myriad of other team members work together to enable the race drivers to perform at their peak. From flawless pit stops to real-time strategy calls, smooth collaboration is essential to win races.
At the helm of this effort is the Team Principal, responsible for all aspects of the team – from technical development and race strategy to commercial deals and public relations. For a decade I worked as Executive Assistant to two F1 Team Principals. I had a varied and busy role managing their office and daily schedules. But one of the most important unwritten elements of my job was to help them ensure a clear flow of communication across the team, to build strong connections and keep everyone motivated during challenging times.
In a sport defined by precision, an EA’s ability to anticipate needs, read the atmosphere and align team members with the leadership vision is invaluable. However, this skillset isn’t confined to Formula One - it’s equally critical in today’s fast-moving business world too.
The Role of Internal Communication (IC)
Internal Communication (IC) involves managing interactions and relationships within an organisation. It covers communication between managers and teams, peer-to-peer exchanges, project management and company-wide updates. Effective IC is vital for creating an informed, engaged and cohesive workforce, aligning colleagues with the organisation’s mission, vision and values.
Clear IC enables people to deliver on business goals, ensuring they understand their roles and how their efforts contribute to company success. Yet, IC is frequently cited as a pain point for organisations. Poor communication often results in wasted time, missed messages, burnout, and even damaged external reputation. Other consequences can include dissatisfied customers and high staff turnover.
Employees’ interactions with customers are the moments of truth that test the company’s brand. Consistent internal communication helps employees understand and live the company’s values in their daily work, providing consistent, positive customer experience. This in turn contributes to the overall success of the business.
EAs: A Bridge to Better Communication
Most organisations don’t create a dedicated IC function until they reach around 500 - 1,000 employees. Where IC roles exist, EAs often act as intermediaries between leaders and IC teams, ensuring messaging aligns with organisational goals. In the absence of an IC function, the EA’s role becomes even more significant.
Despite the importance of IC, up to 60% of companies lack a long-term communication strategy (Gallagher, 2018). EAs can help bridge this gap by creating strategic communication plans, curating content, managing platforms such as intranets, organising town halls and drafting speeches and presentations - all while ensuring clarity, consistency and alignment with the company’s values.
As the key point of contact with the senior leadership, EAs also build strong relationships with colleagues across departments. They are uniquely positioned to tap into the pulse of the organisation. EA’s often pick up on both spoken concerns and unspoken issues, allowing them to relay valuable information to leaders.
During crises or significant change, EAs can play a pivotal role in coordinating communication. A strong crisis communication plan ensures clear, consistent messaging, which maintains trust and stability. An EA’s ability to share the right message with the right audience can help restore calm and manage expectations during turbulent times.
Building on Experience
My belief in this as an EA led me to develop my skills in Internal Communication and create the IC function at the Mercedes-AMG Petronas Formula One team. IC provided me with a rewarding opportunity to contribute to the effectiveness and success of my team, which went on to win 8 back-to-back world championships. Over a decade later, I am now a specialist IC consultant, supporting a range of organisations with internal communication and employee engagement expertise.
Through my company, The Comms Exchange, I’ve developed a 1-day in-person workshop to equip EAs with the skills to lead IC within their teams and organisations. We also have an online course coming soon. If you’d like to learn more, email me at hello@comms-exchange.com or follow me on LinkedIn: Nicole Bearne Website: www.comms-exchange.com
The Comms Exchange will be located at stand C80P at The PA Show and I will also be speaking in the Keynote Theatre at 10:50 am on 27th February. Please come and say hi!