Narrowcasting as a part of your internal communications strategy

Hester Gras

As an internal communication professional you probably struggle with the following issue: how do I make sure my message is read by my employees? And which channel is the right one? A channel which is under-exposed up to now is narrowcasting. But narrowcasting has many benefits when it comes to internal communication and can become an essential key in your communication mix.

Spread the news via narrowcasting

Narrowcasting is a perfect tool when you want to spread short news. With screens on several locations within your company you can target employees very easily. You can distinguish departments, moments and target groups.
Examples of messages that can be broadcasted via narrowcasting are:

  • Introducing new colleagues
  • Birthdays and anniversaries
  • New accounts
  • New products and services
  • Key performance indicators
  • Department specific information

The message has to be short but attractive enough to inspire your employees to get more information on other internal communication channels. Make sure you use keywords, images or videos. Video catches your employee’s attention, because sharing stories that spread emotion are simply put far more interesting than reading bullet points.
We listed eight ways to use video in your internal communications strategy, click here.

Narrowcasting is not only the way to spread company news but can also be used for spreading other news. To keep it fun you can add the latest news headlines, weather forecasts and traffic information.

Messages which require more attention from your employees should be spread by other channels such as the Relevance platform or email digest.

Narrowcasting locations

Employees are receptive for messages when they aren’t busy working but are still in the office. Think of places where employees literally are moving slower or have to wait such as the coffee machine, the canteen, the elevator or the copier.

Please notice that all channels have to be working in a proper way, only then they will reinforce each other. Narrowcasting can complement your internal communications but is never a strategy on its own.

What’s your experience with narrowcasting as an internal communications channel? Feel free to share your message below.

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