It’s time for the next issue of our Transformation & Change newsletter!
We are focusing this month’s newsletter on the topic of:
From Posts to Podcasts: Choosing the right medium for the message 📽️
What we cover: Trends on channel strategy and engagement; Using the right format for the message: a Q&A with Andy Jones, Group Internal Communications Manager at PIB; How AI is helping communicators tailor formats; Dates to put in your diary; And an approach to choosing the right medium for your audience.
Did you know?
Employees are engaging with more internal channels and formats than ever – but more isn’t always better. In fact, Gallagher’s latest report shows that nearly 93% of internal comms professionals identify channel overload or too many channels as a barrier to effective communication.
The same report also found that organisations with a defined channel-framework, where each channel has a clear purpose and audience, report a 10% higher channel satisfaction overall.
The bottom line
Introducing new formats or channels can spark engagement and creativity – but without a clear strategy, they can also overwhelm employees and dilute key messages. A well-defined, audience-led channel framework helps internal comms teams use the right medium for the right message, ensuring communications are focused, impactful and engaging.
Q&A
We interviewed Andy Jones, Group Internal Communications Manager at PIB, on using the right format for the message.
Do employees engage differently with communications depending on the medium or channel, and what does that mean for communicators?
Absolutely – pairing your message and your medium for maximum impact is one of the big decisions we need to make when we approach communications. I’ll look to the depth of information given and the call to action needed to make the decision on channel and format.
We know colleagues are busy, but they do make time when the message is important. Recently I filmed three executives talking about strategy, and while the length would have made a wonderful podcast episode, I opted for a video instead. Seeing them talk so openly about the business helped create an emotional connection. That goes against the “shorter is better” ethos, but for bigger messages you need to think beyond just time. The video landed really well, and the comments highlighted its authenticity – so it succeeded in what we wanted to achieve.
What factors should communicators consider when deciding whether a message is best delivered through writing, video, or audio?
“How is this going to land with colleagues?” is one of the key questions we always ask – not just in terms of the content, but also delivery. Writing, video and audio all have their own strengths, and if you have a diverse workforce, you’ll want to use all three in your mix. Written articles can be skimmed and snippets shared easily, audio is more accessible to deskless colleagues, and video can convey tone or visual examples that words alone can’t.
When deciding on format, don’t forget the element of creation. If a message has several stakeholders who all want oversight and approval, then written or audio formats are much easier to edit multiple times. On the other hand, continual video edits can be detrimental to the final piece and risk coming across as unauthentic.
What advice would you give to internal communicators trying to balance creativity with clarity when experimenting with new formats like podcasts or livestreams?
I’ve been taking improv classes recently, and one rule I’ve loved is to “make a bold choice.” Scenes with safe choices don’t tend to progress in a satisfactory way or engage an audience – and the same applies to comms. Things get more exciting when you try something new that brings some energy.
Of course, that comes with some risk, but so does repeating the same approach and expecting better results. Before launching something new, I always sense-check ideas with close colleagues outside the comms team to see how they land. They often have fantastic insight into making sure engagement meets ambition. Ultimately, the format is only the vessel for the message – so make sure the message itself is as strong and accessible as possible first.
Trending
How AI is helping communicators tailor formats
According to Deloitte’s 2024 Human Capital Trends report, organisations are increasingly using AI to augment, not replace, human decision-making, especially in areas that require personalisation and audience insight. Internal communications is no exception.
AI can help test how different formats (written posts, videos, podcasts, short clips, long-form pieces) might land with different employee groups before anything goes live. Rather than relying solely on instinct or historic engagement, AI tools can surface patterns in audience behaviour, predict likely friction points, and help communicators choose the most effective medium for each message.
The rise of AI personas for audience insight
A growing trend is the use of AI personas: simulated employee profiles trained on real audience data such as role types, channel preferences, pain points and common behavioural patterns.
Used well, AI personas can help communicators:
- Test how different audiences might respond to different formats
- Explore alternative ways of framing messages to increase relevance
- Spot accessibility challenges early (e.g., too text-heavy for frontline workers)
However, they must be used carefully. AI personas should complement, not replace, real employee insight. They’re most helpful as a quick sense-check or idea generator – not a stand-alone decision-maker.
Introducing our podcast, Behind the Narrative
As we explore how different mediums can elevate storytelling, it’s the perfect moment to share that H/Advisors Maitland has launched its new podcast, Behind the Narrative.
Hosted by H/Advisors Maitland Partner, Katharine Spence and renowned UK business journalist, Ian King, the podcast dives into stories shaping major organisations. Recent episodes include:
- Exploring the career and challenges of Stuart Jackson, International Stores & Corporate Communications Director at Amazon and uncovering exactly what it takes for the “magic” to end up on your doorstep.
- Sir Nigel Knowles, former CEO and Chair of DWF Group and the architect behind DLA Piper’s global rise, on the legal sector being ripe for consolidation, the pros and cons of public vs. private ownership and how AI is reshaping the legal profession.
Key dates for the diary đź“…
IoIC Conference: Change & Transformation
22 November, London, United Kingdom
Hosted by the Institute of Internal Communication, this conference explores the evolving landscape of change and transformation within internal communication. Topics include building agile communicators, overcoming uncertainty fatigue, communicating change with care, and more. Link to website
Future of Work Europe
25-26 November, London, United Kingdom
Over two days, this conference brings together HR, internal communications, people and culture, employee engagement, and digital workplace experts to explore the future of work. The event focuses on the latest trends on workplace, learning and talent. Link to website
Internal Communications and Engagement Live 2026
28 January 2025, London, United Kingdom
This event brings together internal comms professionals for a full day of case studies, practical insights and discussions on the evolving workplace. Previous events included topics on digital transformation, engaging hybrid and frontline workers, leadership communication, and approaches to building stronger organisational culture. Link to website
Choosing the right medium for your audience
In a world of overloaded inboxes, channel proliferation and constant formats, the best communications are those rooted in audience understanding first – then format second. Selecting the right medium is not a creative after-thought, but a strategic decision grounded in who you’re reaching, what you’re asking them to do, and how they prefer to engage.
Our approach
- Start with your audience, not your medium: Understand what channels employees use, what formats resonate with them, when they pay attention and how they prefer to receive messages.
- Define the outcome, then choose the format: Establish the action you want and then match the medium (post, email, podcast, video) to maximise that outcome.
- Measure beyond the numbers: Track not only clicks and views but comprehension and behaviour change.
- Adapt and iterate: Use data and feedback to refine your channel mix, format length and cadence so that you reduce noise and enhance impact.
Get in touch
Please contact Adaora Geiger, Head of Transformation & Change, for more information on our services.
+44 7833 200401