From Messenger to Strategist: How Internal Communicators Are Redefining Leadership in Change Management

In a rapidly evolving organisational landscape, internal communicators are increasingly emerging as the key players in leading change.

Their role is no longer confined to delivering messages from HR (the more traditional “change leader” in this context) or perhaps the strategy team; instead, they are becoming proactive strategists in their own right who guide organisations through transitions, ensuring alignment, clarity, and engagement at every level.

By stepping into this expanded role, internal communicators are leveraging their existing expertise as the critical link between leadership and employees, ensuring that everyone moves forward with a shared understanding and purpose.

However, engaging in this type of strategic work isn’t often part of the “apprenticeship” most communications professionals experience. Addressing this gap requires intentional effort and a focus on targeted training and mentoring to help communication professionals develop the broader skill set needed to guide complex changes. For example, organisations could introduce change management workshops, leadership coaching programmes, or advanced certifications in strategic communications. By investing in these educational opportunities, companies can bring out the best in their internal teams.

Similarly, up-to-date digital skills are essential.

Crafting messages is the entry-level competency for most companies, but now IC professionals need to add in managing platforms like Slack, Microsoft Teams, Viva Engage, and SharePoint to enable real-time dialogue with employees, quick sentiment checks through polls, and consistent messaging across regions. Equally important is the ability to collect and analyse engagement data, providing insights into how messages are received and what actions follow.

Internal communications is emerging as the real bridge between messaging and management consulting. When internal communication teams adopt a more strategic role, the positive outcomes can be striking. Research from organisations like Gallup and Deloitte suggests that effective communication strategies lead to higher employee engagement, improved retention rates, and more successful implementations of large-scale changes such as mergers or restructuring efforts. By consistently demonstrating the tangible value of internal communications, organisations can achieve measurable results that go far beyond simply disseminating information.