Every decision for an internal communications leader, from launching a new initiative to managing a daily task, has the potential to impact the entire organization. To make choices that align with company goals and foster a positive work culture, it's important to evaluate that impact before taking action—namely, by asking yourself the right questions in advance.
Below, 19 Forbes Communications Council members share the critical questions that should guide every internal comms decision. By making these important inquiries, you can ensure each action has a positive impact on your team and the organization as a whole.
1. Is this the best use of resources and time?
When tackling any initiative, be critical of its importance and be ruthless with prioritization. Whether it is for you or your team, ask yourself: Is this the highest-leverage use of our company’s resources and the team’s time? Keep your brand’s goals and objectives in mind, and make sure your output stays aligned with them. - Roger Figueiredo, #paid
2. How will this message sit with employees?
As communication leaders, we should always consider how a message will resonate with employees and whether we would be comfortable if it were shared externally. Our role is to communicate honestly and empathetically while ensuring that we consistently operate in service of our business. - Johanna Herrmann, Merck
3. Does this align with our strategy and goals?
One question I always ask: "Does this align with our business strategy and North Star?" Every decision—whether a task, initiative or message—should pass through this filter. I assess the input, output and economic outcome to ensure it drives impact, supports company goals and delivers real value. Clarity in alignment keeps communications purposeful and results-driven. - Emily Burroughs, BGSF
4. What is the benefit to our stakeholders?
Decisions must weigh the needs of the enterprise with those of the stakeholders. Communications must always tell employees and executives what is in it for them rather than how the enterprise will benefit. Every decision must move the ball forward for the enterprise, but the needs of the staff must be put first when communicated. - Jana Memel, Academy of Art University
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5. How will we measure engagement and success?
Before launching a new initiative, I consider how we plan to measure engagement and success. Defining clear metrics ensures that our strategies are aligned with our goals, helps track effectiveness and allows for real-time adjustments. Measuring engagement also provides insights into what resonates with employees, leading to more meaningful communications. - Meredith Rosenberg, Chartwells Higher Education
6. What is going to create the greatest impact?
This question helps align what I do on a macro and micro level, from fully built marketing campaigns to how I spend my day. Where we invest resources and energy should be focused on the impact those efforts will achieve. For example, prioritizing efforts that drive revenue may mean setting aside more creative or personally interesting projects. - Clay Tuten, KeyMark Inc.
7. Will this make us stronger and improve our value?
Before making any marketing or comms decisions, I ask, “Will this decision make us stronger?” For these exercises, stronger means the outcome is aligned with our purpose, improves our value prop or feeds the culture we are trying to build. In other words, I want to know if this decision will have a positive impact on the company. If the answer is not an overwhelming yes, I tread lightly. - John Jorgenson, Cambium Learning Group
8. How will employees respond to this communication?
One of the possible questions would be, “How will employees receive and respond to this communication?” Two essential ingredients of an internal comms piece are effectiveness and resonance. Everyone should relate to that communication or task and feel the opportunity to contribute or participate, cultivating a purpose of collaboration and shared purpose. - Fahad Qadir, Haleon
9. Will this message shape future behaviors?
Will employees absorb the key message, and will it shape their future behavior? We only change our actions if we take the time to consume and reflect on the content we have been provided. Our metrics should let us know if we are making progress (or not). - Bob Pearson, The Next Practices Group
10. How does this serve and support our people?
Internal communication is about people, culture and connection. Every decision must strengthen engagement, trust and alignment. It is the wrong move if it does not make employees feel informed, valued and connected. A strong internal culture drives performance—never lose sight of the people you serve. - Marie O'Riordan
11. How will this help us feel more informed, engaged or connected?
Internal communications is all about making sure people have the information they need in a way that resonates with them. If a task or initiative does not contribute to clarity, alignment or a stronger sense of community within the organization, then it is worth reassessing its value or approach. - Jaime Hintz, Cogent World
12. Is this aligned with our goals and company culture?
As an internal communications leader, one question I always ask myself is: "How does this align with our organizational goals and culture?" In essence, by constantly aligning communications with the company's objectives and culture, I can ensure that every initiative I undertake is purposeful, impactful and meaningful to the organization as a whole. - Kurt Allen, Notre Dame de Namur University
13. Does this build our ethos with employees?
Does this action build our brand and cultural ethos with employees as powerfully and equally as we do with our consumers? Internal comms is brand building—every message, program and activation extends brand positioning. Resonance, credibility, belief, connection and trust start inside. Every internal message should answer the “why” that aligns with brand values and moves people to act. - Toby Wong, Toby Wong Consulting
14. Are people feeling seen, heard and understood?
Am I taking a "help them, help you" approach? People want to feel seen, heard and understood—whether employees, customers or stakeholders. Internal comms leaders must focus on what people need to know, not just what we need to say. By making messaging relevant, clear and actionable to our audience, we drive alignment, engagement and impact—helping both the organization and its people succeed. - Alyssa Kopelman, Otsuka Precision Health
15. How will the employee experience be impacted by this?
Internal communications is not just about disseminating information; it is about fostering a positive and engaged workforce. Every decision, from the choice of communication channel to the tone of a message, can influence how employees perceive the company and their role within it. - Patrick Ward, NanoGlobals
16. What is the next best step?
This question helps you weigh all available data, ensuring decisions are strategic, efficient and aligned with broader goals. It encourages thoughtful action, prioritizing impact over complexity so each step moves the team forward with clarity and purpose. - Cody Gillund, Grounded Growth Studio
17. Who needs to be informed on this?
I always ask myself who needs to be in the loop on the decision. The key is to figure out the right stakeholders that should be involved or informed about what’s going on and get them on board early to help things run smoother and boost buy-in. Plus, keeping everyone in the know manages expectations, ramps up teamwork and ensures everyone is rowing in the same direction from the start. - Heather Stickler, Tidal Basin Group
18. Does this initiative add value to employees' lives?
As an internal communications leader, always ask if the initiative truly adds value to employees’ lives. Does it simplify tasks, enhance well-being and foster unity? If so, proceed confidently. It is vital to view employees from their perspective and not just as an audience. You need to prioritize making their lives happier rather than focusing on mere content delivery. - Arnav Sharma, Tech Mahindra
19. What are the potential short- and long-term impacts?
As an internal communications leader, when I am making a decision, I ask myself about its impact: short-term and long-term impact, who will be impacted and how they will be impacted. Every decision has an outcome, whether positive, negative or neutral. Great leaders fully understand the impact of their decisions and take preemptive action accordingly. - Deetricha Younger, Deetricha Younger, LLC
