Spreading Good/Mitigating Negative NEWS
Spreading Good/Mitigating Negative NEWS
Digicomm Media
Digicomm Media 

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Internal Communications

Mobilizing Employee Attitudes

Source: Baltimore City Department of Recreation and Parks







At Digicomm Media, we know more than ever about employee communications. Yet at many organizations, levels of employee trust and engagement remain depressingly low. Learn how to increase productivity and boost morale, while walking away with strategic guidelines for moving your employee communications forward.


Challenge: Due to administration changes (seven new directors in nine years) and budget cuts, employee morale at the city’s recreation and parks department had been sinking rapidly.


Strategy: In order to restore a sense of value and self-worth to the department’s employees, we worked closely with the HR department to develop an internal communications plan. We created an innovative electronic employee newsletter distributed via department-wide e-blast called “Media Mondays”. The newsletter successfully highlighted employees’ accomplishments, personal talents and hobbies.


We implemented an “Employee of the Month” program that included an official ceremony. During the ceremony, winners were awarded certificates signed by the director, $50 gift cards and photos with executive staff, colleagues, friends, and family. We also created an “official” employee display in the front lobby of headquarters with the monthly winners’ photos and accomplishments.  The “Employee of the Month” recipients were then nominated for the “Employee of the Year” award, which was presented during the annual employee appreciation day celebration.

Source: Baltimore City Department of Recreation and Parks

Outcome: An increase in employee morale and productivity.

At Digicomm Media, our approach to internal communications is to confront it head-on from the employees’ perspective. Then we suggest strategies that will improve both the quality and effectiveness of your internal communications program as well as its value to senior management.


Program Objectives:

  • Rethink who comes to work every day and what type of communications they need.
  • Learn how to overcome management-caused communication barriers.
  • Discover what employees really want, need and care about.
  • Discover why it’s so difficult to reach your employees.

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