In most organisations, the issue isn’t that people don’t get internal comms updates. It’s that they get too many. Too often. In formats that are hard to read. Without knowing why they matter.
And when everything is marked urgent, nothing is.
The “Inform Me” dimension of the User Needs Model for Internal Communications exists to fix exactly that. It gives internal communicators a way to deliver fact-driven, structured and unambiguous updates that are actually useful.
But applying it in practice requires more than a content calendar and a broadcast list. It means stepping back to consider how information flows, what cognitive load employees are expected to carry, and how organisational systems either clarify or confuse.
This is a guide for how to do it right.
Start with function, not format
Too many internal messages are written in reverse: the sender opens a blank document, types what they think needs to be said, sends it out. And then, after it lands, wonders why engagement is low.
What’s missing is intentional design. The kind that starts by asking:
- Who is this for?
- What outcome are we trying to enable?
- What do they already know?
- What’s the minimum they need to take the next step confidently?
“Inform Me” is not about writing updates. It’s about reducing friction (cognitive, emotional, operational) by making the right information appear at the right moment, in the right context, with no ambiguity.
Types of communication that fall under “Inform Me”
There’s no single format. “Inform Me” can take many shapes, depending on context. But the content must always be non-negotiable, fact-led and structured. The intent is to remove confusion, not spark engagement.
Key categories include:
- Business continuity & emergency alerts (e.g. system outages, policy shifts, security issues)
- Leadership updates (CEO announcements, strategy pivots, org restructuring)
- Operational changes (new software tools, process updates, departmental restructuring)
- Compliance notices (regulatory reminders, audit alerts, policy clarifications)
- Time-sensitive actions (upcoming deadlines, required tasks, enrolments)
You don’t “Inform” to entertain. You “Inform” so people aren’t left guessing.
A structure designed for retention, not decoration
Every update competes with dozens of others: Slack messages, email digests, app notifications, hallway chatter. If the message isn’t immediately clear, it gets ignored.
The solution isn’t design. It’s structure. A framework that puts the most critical information in the most accessible format. Not one that prioritises branding or polish, but one that supports action and clarity.
Recommended structure:
- Headline: One plain-language sentence summarising the what. No wordplay, no positioning. Just say it.
- What’s changing: Describe exactly what’s happening, to whom and when.
- Why it matters: Provide a one-paragraph rationale. Avoid buzzwords. Be honest.
- Action required: Is there something to do? Who’s responsible? What’s the timeline?
- Where to go for help: Link to documentation, a contact person or support channel.
Resist the urge to dress it up. Employees don’t need motivational intros or clever slogans. They need to know what’s happening and how it affects them.
How to distribute updates without overwhelming people
Good internal communication isn’t just about writing clear messages but about building systems that get those messages to the right people, without adding to the noise.
This is where distribution architecture comes in. Platforms like tchop™ give you the infrastructure to design targeted, channel-based communication flows that balance reach and relevance.
Here’s how to think about distribution:
1. Segment intentionally
Not all updates are for everyone. A product roadmap change may only matter to engineers. A security reminder might only apply to regional offices.
Define audiences by:
- Role (frontline, management, executive)
- Geography (offices, countries, time zones)
- Department
- Access level
Over-segmentation causes overhead. Under-segmentation causes irrelevance. Start with simple roles and expand only where it adds real value.
2. Use push notifications wisely
Push is your most intrusive channel. It should only be used when timing is essential and the message is universally relevant.
Set thresholds. For example:
- Send push notifications only for updates requiring same-day awareness or action.
- Limit to 1–2 per week per channel to reduce fatigue.
- Allow opt-outs for non-critical alerts.
3. Create persistent, structured feeds
Feeds are where the majority of “Inform Me” content should live. They serve as a reference point, an archive and a point of discovery. Keep them clean, tagged and curated.
Don’t treat feeds as dumping grounds. They should act more like intranet front pages, only with a better UX and real-time visibility.
4. Leverage automation where it helps, but retain editorial oversight
Automating posting from systems (HRIS, compliance, scheduling tools) can save time, but editorial review is still critical. If automated messages are poorly written or confusing, they’ll erode trust quickly.
Write with clarity and avoid corporate fog
Too many internal messages are overloaded with filler. Long intros. Passive phrasing. Abstract concepts. Content designed to check boxes, not to be understood.
Here’s how to write messages people can actually process:
- Start with the core fact. Strip everything else.
- Use active voice. (“The office will close” vs. “Please be informed that the office will be closed…”)
- Use formatting intentionally. Headers, bolding and bullets aren’t decoration, they help parsing.
- Cut the backstory. If something needs historical context, link to a deeper resource. Don’t bury the lede.
- Name ownership. Every update should have a sender. Not just “Comms team,” but an accountable name, role or function.
If employees need to read a message twice to understand it, it’s already failed.
Measuring the effectiveness of your “Inform Me” messages
This is where most internal comms teams struggle. Not because they lack data, but because they’re not measuring the right things.
Don’t ask:
Did we send it?
Ask:
- Did the right people see it?
- Did they understand it?
- Did they act on it (if action was required)?
- Did it generate feedback or follow-up questions?
Metrics to consider:
- Reach: Who received the update? (Delivery logs, channel analytics)
- Views: Who actually opened or read the content?
- Scroll depth or time-on-message: Did they skim or engage?
- Click-through (if links were included): Did they take the next step?
- Feedback loops: Was there interaction? Did employees respond, comment, or react?
- Follow-up friction: Did teams need clarification after reading it?
Use these metrics not just for reporting, but for iteration. If a message had poor scroll depth, maybe the lead was weak. If people opened it but didn’t act, maybe the CTA wasn’t clear or prominent.
Embedding “Inform Me” in your broader communication ecosystem
“Inform Me” isn’t just one type of message. It’s a foundational layer that should integrate with other communication needs.
For example:
- A leadership update (“Inform Me”) might need a follow-up session or video AMA (“Engage Me”)
- A policy change may require a walkthrough or explainer module (“Educate Me”)
- A time-sensitive initiative may need a deadline reminder (“Motivate Me”)
If you treat “Inform Me” updates as isolated transmissions, you’re missing the point. Their power lies in being part of a cohesive, layered communication system that reflects how people actually learn, respond and act.
What makes an “Inform Me” system actually work
- Consistency beats novelty. People don’t need variety in how you deliver updates. They need reliability and predictability.
- Structure outperforms tone. A clear, boring message is better than a clever but confusing one.
- Relevance is earned through segmentation. The more tailored your delivery, the more useful it feels.
- Feedback is non-negotiable. If you’re not asking whether people understand, you’re just guessing.
- The best update is the one employees never have to chase. It finds them. Clearly, on time, in their context.
Takeaway
“Inform Me” isn’t about sending more updates, it’s about sending the right ones, clearly and reliably. In a workplace full of distractions, employees don’t need more messages; they need less confusion.
When internal communication is structured with intent, respects people’s time and delivers only what’s necessary, it becomes something employees rely on, not something they avoid.
Build for that. Not volume, not visibility. Just clarity, every time.
