World class internal comms for the UK’s armed forces charity

The Need

Our client was conducting a major review of their internal communications with volunteers, staff and stakeholders and required insight to inform their future strategy. In particular, whether key messages were getting across, views of the organisation’s overall strategy, and whether the right information was being communicated at the right time.

Our Approach

Opinium were commissioned to conduct an internal communications audit and conducted this in three phases:

  • First phase – Face-to-face depth interviews with senior stakeholders to identify the areas that need most focus.
  • Second phase – Quantitative online survey amongst both employees and volunteers to address issues identified in stakeholder interviews.
  • Phase three – Focus groups amongst a selection of employees and volunteers, to drill down into the detail behind the issues identified by the survey and test new communication ideas.

The Outcome

Recommendations were made that fed directly into planning of the clients new internal communications strategy.