Clicks, Chaos, and Invented Crises: The Silent Everyday of Internal Comms
- trinimaturana
- The Voices in English
Índice
Internal Comms rarely makes headlines. Most of its battles are fought quietly, in inboxes and meeting rooms, where culture is either sustained—or eroded.
The day-to-day often looks like this: endless newsletters, last-minute requests, dashboards that obsess over opens and clicks. A constant rush to “deliver pieces” rather than to design meaning.
But here’s the truth: when Internal Comms is reduced to producing noise, organizations confuse activity with impact—and culture starts to vanish.
The tyranny of metrics
No one denies the importance of measuring. But measuring only clicks, opens, and “reach” creates a dangerous illusion: that visibility equals trust.
“A read notification is not the same as a shared belief.”
Internal Comms professionals know it: the hardest thing to measure is whether a message actually changes perception, aligns behaviors, or strengthens purpose. Yet, paradoxically, that is exactly where our real value lies.
Fake urgencies, real exhaustion
Another silent enemy of IC is the invented crisis. Suddenly everything becomes “priority one”: HR wants a campaign for Friday, the CEO wants a message rewritten at midnight, and Marketing assumes IC is just another loudspeaker.
This whirlwind generates fatigue, cynicism, and a culture where communication is seen as noise instead of value. In the end, Internal Comms becomes a firefighter of invented fires instead of a designer of meaning.
What gets lost in the noise
When IC is trapped in clicks and chaos, what gets lost is precisely what gives it strategic weight:
- Building narratives that connect with purpose.
- Equipping leaders to communicate with credibility.
- Sustaining trust when the organization wavers.
And that’s the paradox: the more we chase noise, the less we sustain culture.
Closing
Internal Comms is not here to flood inboxes or deliver vanity metrics. It exists to hold culture together, to make purpose visible, and to enable trust in every conversation.
The question is: are we brave enough to leave behind the comfort of clicks and confront the responsibility of building culture?