Forbes Communications Council: How To Align Internal And External Messaging During Big Company Changes

Change inside a company rarely stays inside a company.

Whether it is a leadership shift, a merger, a rebrand, or a major strategic pivot, what you communicate internally will almost always find its way outside. And if your internal and external messaging are not aligned, the result is confusion, rumor, and erosion of trust.

That is why I was glad to contribute to this recent Forbes feature, where I joined 18 other communications leaders to share strategies for keeping messaging consistent during big company changes. The article, “How To Align Internal And External Messaging During Big Company Changes,” is full of practical ideas for leaders navigating moments of transition.

Here is what I shared:

Start with internal clarity first.
If your employees are hearing the story at the same time as your customers, you are already behind. Teams should feel equipped with context, language, and answers before the message goes public. When your people understand the “why” behind a change, they become your strongest advocates for carrying the story forward.

Why this matters to me:
I believe alignment is one of the most powerful levers leaders have during transitions. External trust is built on internal trust, and you cannot earn one without the other.

At Grounded Growth Studio, I help companies build marketing systems that connect brand and demand. But I have seen again and again that those systems falter if internal and external messaging are not in sync. Especially in high-stakes moments, the gaps show up fast:

→ Employees get blindsided and disengaged.
→ Customers hear inconsistent messages.
→ Momentum stalls at the exact moment it is needed most.

When messaging is aligned, change feels less like a disruption and more like a movement.

This Forbes piece offers a range of perspectives from other communications leaders on how to get there, each with practical approaches for making sure your team and your market hear the same clear story.

The takeaway:
You cannot build external confidence without internal clarity. During times of change, the story starts on the inside.

Read the full article here: Forbes Communications Council: How To Align Internal And External Messaging During Big Company Changes

Want help creating messaging that keeps both your team and your customers aligned through growth and change? Let’s talk.