We live in an age defined by uncertainty, AI acceleration, emotional exhaustion, and hyper-connectivity. The latest Gallagher State of the Sector report revealed that change fatigue is a significant barrier to effective internal communication. Employees aren’t just ignoring messages - they’re totally overwhelmed by them.
What’s broken: The failures of broadcast IC
Let’s break down the data:
- Change fatigue is killing impact
44% of IC professionals say change fatigue is the biggest obstacle in 2024 (IoIC). Pushing more messages only deepens the problem. - Trust is eroding fast
According to People Lab’s research, only 54% of employees trust what leaders say—and just 45% believe their feedback is acted upon. Why? Because one-way comms often feel performative, not participatory. - AI is flooding inboxes
Rather than solving problems, AI is making broadcast IC louder - not smarter. Without intentional design, automation simply adds to the noise. - Employees expect action, not lip service
People Lab’s research findings show trust increases by 47 percentage points when employees see feedback result in real change. But with legacy IC, feedback loops often vanish into the ether.
We’re not in a message economy anymore. We’re in an experience economy. Employees don't want more information, they want meaning.
The shift: People-First Internal Communication (PFIC)
It's time for a new approach. And that’s where PFIC—People-First Internal Communication—comes in.
PFIC reframes IC not as message distribution, but as experience design. It’s rooted in empathy, guided by behavioural insight, and amplified by AI (when used wisely).
Put simple, PFIC is:
“A mindset and methodology for creating communications that put real people - and their emotional, cognitive, and cultural needs - at the centre.”
Instead of one-size-fits-all messages, PFIC prioritises human-centred experiences and moments that spark connection, reinforce trust, and influence behaviour.
What IC pros must do now: The PFIC playbook
1. Start with empathy-driven listening
Build personas. Map emotional journeys. Understand when people feel most disengaged or overwhelmed and design for that. Use tools like empathy mapping and qualitative insights , not just surveys.
2. Design experiences, not campaigns
Apply design thinking to your most critical communication moments: onboarding, change announcements, performance reviews. Prototype, test, and iterate - just like you would with product UX.
3. Coach leaders to be trust builders
Employees don’t need polished scripts. They want leaders who are present, empathetic, and real. IC pros must help coach that vulnerability.
4. Use AI thoughtfully
Leverage AI for sentiment analysis, content testing, and smart personalisation. But use human judgment to shape tone, emotion, and ethics.
5. Tell stories, not headlines
Use narrative, metaphor, and emotion to connect across distributed workforces. Build comms like you’d build connection - with a pulse.
If you’re still sending newsletters and hoping for engagement, it’s time to stop. The old rules no longer apply.
To thrive in the new world of work, IC pros must evolve from content creators to experience designers, from message pushers to emotion shapers.
