If you have challenges communicating internally, then you will not manage external communications. Samuel Apedel and Helen Kawesa tipped participants at the 3rd PR Fundi master class to prioritize internal communication in order to excel at external communication. The two were facilitators referred to as Fundis at the PR Fundi #masterclass on Internal communication. Helen Kawesa who is the Assistant Director, Communications and Public Affairs at the Parliament of Uganda was the Guest Fundi. Samuel Apedel who is the Head Public and corporate Affairs at National Water and Sewerage Corporation (NWSC) was the Fundi Master. The event on Thursday September 5, 2019 attracted over 36 participants from brands in media, public sector, governance, banking, health, and finance.
Internal communication is often ignored because everyone concentrates on getting work done but we forget that effective internal communication results in more productivity and efficiency. “Internal Communication is crucial in any organisation. It is most effective when it is a multidisciplinary effort, overseen by leaders of multiple departments. It is the lifeline of an organisation. Ignore it at your peril. It brings together the staff of an organisation and in that way impacts on efficiency and output.” Helen Kawesa
Helen took participants through a case of internal communication systems at parliament of Uganda that caters for over 1000 staff. What has worked and what doesn’t work. Key tools highlighted were notice boards, CCTV and TVs that update staff in their respective duty stations about the chambers. Helen challenged participants to Plan creatively and research about their internal stakeholders.” Find pathways for internal sharing to Encourage information sharing across the board.” Helen Kawesa
Samuel Apedel, the Fundi Master asked Communicators to take the lead. He believes communicators can play the management support function even if internal communication falls under human resource. Samuel told the participants that the best way to prepare for PR is to have excellent internal communication because the enemy is within.
Message and Channel Selection planning is crucial. Samuel’s key message was a case of the Israeli Military. They don’t send a leper to sell good beef.
Participants were also challenged to empower other staff not in their departments to be the organization’s spokespeople.
Samuel Apedel challenged participants to always do audits and surveys of staff tastes before designing internal communication tools. Samuel shared the positive impact of the NWSC Radio, Water katale events, and other tools on effect internal communication. “Effective internal communication must be clear, credible, concise, consistent, constructive, timely and clear. “You can’t fix what you don’t know. Know the problem. Be the solution.” Samuel Apedel
Participants agreed that internal communication must be lively not boring and overloaded. The last masterclass this year will be on Communication measurement in November.
Masterclass sessions are designed for PR people, Brand Managers, Government communicators, marketing Managers Journalists, NGO staff, and social media managers.PR Fundi Masterclass programme runs over 100 PR practice topics designed by experts to give participants mastery over PR tasks. PR Fundi also runs other customized sessions for particular Organizational staff needs. The Masterclass fills the gap of PR professional practice information unavailability because PR best practices are not willingly shared.PR Fundi not only creates a platform for practitioners to share or learn, but also network.