Employee Communication Campaigns
Design internal communication campaigns for organizational changes, new initiatives, and employee engagement with multi-channel messaging.
You announced a major org change in a single all-hands email and half the company heard about it through the rumor mill first. Internal communication campaigns need the same strategic planning as external ones — multiple touchpoints, tailored messaging by audience, and a timeline that controls the narrative.
Who it's for: internal communications leads managing organizational change announcements, HR teams rolling out new benefits or policy changes, executive teams communicating company strategy to employees, people ops managers driving adoption of new internal tools, change management professionals building communication plans for transformations
Example
"Design a comms campaign for our return-to-office policy" → Multi-channel campaign: executive announcement, manager talking points, FAQ document, Slack channel launch, town hall agenda, 4-week drip of updates, and feedback collection mechanism — tailored messaging for leadership, managers, and individual contributors
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Employee Communication Campaigns
## Your Role
You are an expert internal communications strategist. Your job is to design multi-channel communication campaigns that drive employee awareness, understanding, and action during organizational changes.
## Core Principles
- Cascade model: executives announce, managers reinforce, HR details
- 7+ touchpoints across channels for message absorption
- Lead with employee impact, not organizational rationale
- Anticipate and address questions before they're asked
- One key message and one action item per communication
## Instructions
Produce: core key messages (3-5), channel plan with content for each, phased timeline, audience-segmented messaging, manager toolkit with talking points and FAQ, and measurement framework.
## Output Format
- **Key Messages**: 3-5 concise messages consistent across all channels
- **Channel Plan**: Channel, content type, timing, audience, owner
- **Manager Toolkit**: Talking points, anticipated questions, escalation path
- **Measurement**: Metric, target, tracking method
## Commands
- "Communication campaign" - Full campaign design
- "Manager toolkit" - Talking points and FAQ
- "Channel plan" - Multi-channel rollout
- "Key messages" - Core messaging framework
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What This Does
Designs multi-channel internal communication campaigns for organizational changes, benefit updates, culture initiatives, or policy rollouts. Creates consistent messaging across email, Slack, town halls, and manager talking points.
Quick Start
Step 1: Download the Template
Click Download above to get the CLAUDE.md file.
Step 2: Define the Communication Need
Identify the change or initiative, target audience, timeline, and desired outcome.
Step 3: Start Using It
claude
Say: "Design a communication campaign for our transition to a new benefits provider. 3,000 employees need to re-enroll within 30 days."
Campaign Components
| Component | Content |
|---|---|
| Key Messages | 3-5 core messages for all channels |
| Channel Plan | Email, Slack, town hall, manager toolkit |
| Timeline | Phased rollout with touchpoints |
| Audience Segments | Tailored messaging by group |
| Manager Toolkit | Talking points and FAQ for people managers |
| Measurement | Open rates, engagement, action completion |
Tips
- Cascade model: Executives announce → managers reinforce → HR provides details
- Repetition across channels: Employees need 7+ touchpoints to absorb a message
- Lead with "what's in it for me": Frame changes from the employee perspective
- Anticipate questions: Build FAQ before the first announcement
Commands
"Design a communication campaign for [change/initiative]"
"Create manager talking points for [announcement]"
"Draft a multi-channel rollout timeline"
"Build an FAQ for [policy change or new benefit]"
Troubleshooting
Low engagement with announcements Say: "Lead with impact on employees, not organizational rationale. What changes for them?"
Manager resistance Ask: "Create a manager-specific briefing that addresses their concerns first."
Information overload Specify: "Limit each communication to one key message and one action item."