Not just news — how storytelling shapes strategy from the inside
Not just news — how storytelling shapes strategy from the inside
We often think of internal communications as a noticeboard. A way to keep staff “in the loop.” But what if we treated it as something more than updates and announcements?
What if we saw internal storytelling as a quiet but powerful way to activate strategy — not through slides or KPIs, but through human connection, shared reflection and everyday visibility?
At Adur & Worthing, we’re beginning to learn how internal comms can create the kind of organisation we want to become. One that’s more participative, adaptive and resilient. And one that values learning as much as doing.
💬 A recent example: the staff newsletter
Our most recent edition didn’t launch a new initiative. It didn’t deliver an urgent update. But it landed deeply. Why?
Because it blended strategy with stories. It brought together:
- Reflections from leaders (like Catherine’s on the Delving into Devolution sessions)
- Upcoming community and civic events (VE Day, safeguarding, theatre listings)
- Welcomes for new starters and shout-outs to teams doing invisible work
There was no single headline. But together, these threads told a story:
This is who we are. This is what we value. This is what we’re becoming.
🧠 Why internal storytelling matters now
When an organisation is going through change — whether that’s redesigns, digital reform, or culture shifts — comms can either flatten complexity… or surface shared meaning.
Here’s what internal storytelling helps us do:
- Make the strategic personal
When we show how a strategy connects to frontline stories or staff experience, people can see themselves in the journey.
2. Build confidence during uncertainty
In change-heavy environments, people want reassurance that someone’s steering the ship — and that their role matters.
3. Encourage participation, not just buy-in
Sharing early reflections or staff-led initiatives invites people into shaping what happens next.
4. Foster cross-team visibility
We often don’t realise what others are working on. Stories bridge that gap and show that we’re not alone.
🌍 Who else is doing this well?
This isn’t just about tone. Across sectors, people are using internal comms to shape culture in ways that are participative and values-led:
🇬🇧 Northumberland County Council
Their internal “Spotlight” series doesn’t just profile success — it includes honest team reflections on what’s hard, what’s working, and where others can get involved.
🇫🇮 Demos Helsinki
They use a “weekly learning drop” where staff post what they’re discovering or struggling with — linked to big systems-change themes.
📖 Demos Helsinki: Strategies for co-learning
🇬🇧 JRF’s internal newsletter
Integrates voices from lived experience partners, programme leads, and finance — weaving together work on imagination, place, and poverty into one shared narrative.
🇬🇧 CIPD’s Good Work Index
Emphasises how internal communication, when done well, boosts belonging, fairness and clarity during hybrid and change-heavy periods.
📖 CIPD: Good Work Index 2023
🛠 How you can try this where you work
If you want to shift how internal comms functions in your team or organisation, here are a few steps to try:
- Blend leadership and peer voices
Let people at all levels reflect on what’s changing and why it matters. Don’t wait until something is “done” to share it. - Start with one real story
A staff member’s insight. A behind-the-scenes decision. A moment of learning. Use that as a way to explain a wider shift. - Make space for participation
Invite others to share — maybe with a question like “What surprised you this week?” or “What’s one thing you’re learning?” - Use visuals or vlogs
Sometimes a 90-second video or image carousel builds connection faster than a paragraph. It also helps engage hybrid teams. - Keep it real, not polished
People know the difference between spin and sincerity. Go for warmth, curiosity and care over corporate tone.
💡 What this makes possible
When we treat internal storytelling as a strategic act, we don’t just “communicate change” — we cultivate belonging. We give people language and confidence to talk about what’s emerging. And we strengthen the social tissue that change depends on.
The goal isn’t just to keep people informed. It’s to help them feel involved — and valued — in shaping the future.
🤝 A call to connect
If you’re trying to shift how internal comms works in your organisation — I’d love to share ideas.
- How are you bringing strategy to life internally, not just externally?
- What kinds of stories seem to resonate most in your team?
- Where have you used storytelling to build trust across silos or roles?
Let’s make the invisible more visible — together.
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And thanks to the teams who share updates, write reflections, post shout-outs, and show up with honesty each week. You’re helping build the kind of culture that lasts.
