Introducing The Field Model

What is internal communications? 

It’s challenging. There are hundreds of internal communications definitions, and depending on who you survey, the breadth of what’s included under internal communications may vary.  Simply, communication inside organizations, between employees, is internal comms. It’s associated with public relations due to its link to relationships but also to human resources with its core competency in dealing with employees. 

Communicating with employees is not the same as communicating with other stakeholders. For example, one might use a formal tone when drafting an email to a news reporter rather than a lighter tone via text message to a close colleague. 

Still… what is internal communications? 

The Institute of Internal Communications defines internal communication by saying, “at the most basic level, you have to communicate well at the right time, so employees know what is expected of them and what is happening in the organization. At a deeper level, for employees to feel  engaged with their workplace and give their best, they have to see that their organization cares  about their views and understand how their role contributes towards overall business objectives.” 

Whether you’re a manager, director, or business partner, it’s important to define what internal communication specifically means within the parameters of your organization’s culture. Jenni Field, the British author of Influential Internal Communication and with over 20 years of communication experience, says it’s for strategic reasons.

“It increasingly is challenging for internal communicators to make headway in elevating its role to the strategic function it can be,” writes Field. “It is also what contributes to difference  expectations from different leadership teams, which make it hard to identify the right skills,  structure, and outcomes needed for the function.” 

That is what led to her model, The Field Model, which she highlights in her aforementioned book. The Field Model fixes organizational internal communication shortcomings. It has three parts: Understand, Diagnose, and Fix. Stemming from her experience working in internal communications, she has seen first-hand organizations jump from ‘understand’ to fix without diagnosing the cause. This approach means you’re not treating the symptoms, not the root of the cause. 

Understand 

Understanding—although appearing simple—can’t be overlooked. You can’t move to steps two or three without first understanding the problem. The problem could be a high turnover rate, people taking leave of absence due to loads of stress, or, more holistically, constant but significant shifts in the organizational structure. 

Understanding the root will help an organization identify how to move forward and fix the problem. 

Diagnosing 

Diagnosing the problem answers the question: “Why is that?” It’s about getting underneath the problem and understanding why things are happening. As the book alludes, it’s easy to hear somebody saying that their salary isn’t enough and they want a pay increase, but you have to ask the right questions to understand what makes them feel this way. 

Fix 

This is where you need to get comfortable with being uncomfortable. It requires vulnerability, bravery, and listening to others. It’s likely to feel personal and unleash a defensive mechanism. 

What’s important is that you’re fixing the part that needs to be fixed, not the assumed issue or the symptom. In the fix phrase you are fixing issues that need attention and not busy doing things that won’t have an impact. Asking questions to understand why things are happening should take place now, and it should allow you to focus on fixing specifics. 

Effective internal communication stands as the cornerstone of organizational success. It’s the heartbeat. An organization can’t exist without its employees, and it can’t function and fulfill 

its purpose without employees. The Field Model helps organizations overcome employee drawbacks so that there is continuity and consistency across the lifeline of your organization.