The blurring line between internal and external communication opens up an opportunity to you and your team. Interested audiences want to hear great stories about your company, and you’re eager to share.
Except that when you get ready to share internal content, you start seeing jargon and style issues, potentially confidential info, approval nightmares galore, and so on. As a skilled communicator, you intuitively may spy relevant, eye-popping stories hidden in your internally published pile—but every one of them requires rewriting, not just revising.
In the case of external and internal content, the goose and the gander aren’t ordering off the same menu.
Recasting your internal content for an external audience requires more than scrubbing for jargon and adding whimsy. It takes editorial direction.
Instead of writing twice, try to publish twice. Rewriting internal stories for external audiences isn’t the answer. That’s twice the work for half the story.
Instead, set an editorial direction to your internal content that makes it more applicable to both internal and external audiences. (After all, aren’t those what brand journalists and content marketers want from their internal communication teams?)
Take a new stance with your internal content with the following four questions.
What’s the heartbeat of the story?
Code-switching is what happens to your voice when you finish a boardroom presentation just in time to answer your spouse’s call. Different languages, different priorities, different vocabulary—you get the metaphor. To shape a story for external audiences, find the heartbeat.
Every story has one. It’s the throbbing center that resonates just as strongly with your mother-in-law as your CFO. In the case of so many internal communications, the heartbeat lies under a lot of facts,...
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