MarComms Matters: The value of internal comms
Let’s not sugarcoat it- the picture across education right now is incredibly tough.
Everywhere we look, we see schools grappling with falling pupil numbers, tighter budgets, recruitment challenges, and in some cases, the heartbreaking process of redundancies. And as if that weren’t enough, the challenge of engaging parents and carers continues to demand time, resources, and emotional bandwidth schools don’t always have.
These aren’t isolated issues. They’re piling up, and the weight of them is falling heavily on the shoulders of school and trust leaders doing their absolute best to keep things steady.
In the middle of all this noise and disruption, one thing has never been clearer to me: internal communication is essential. Not an afterthought, not something we slot in around the edges. It’s the glue that holds everything together when the ground is shifting beneath us.
Building an internal comms strategy that works
During my time as Director of Communications and Development at the Laurus Trust, I saw this up close. I led a team who supported a growing family of schools, each with different demands, challenges, and communities and the only way we could keep things cohesive was by having a communication framework that was strategic, operational and involved colleagues playing a part in sharing our message.
I built a model that gave:
Strategic clarity – so leaders across schools knew what key campaigns, messages, and objectives were guiding the year.
Operational consistency – so the how, when, and what of communication could evolve around the needs of each school, aligning with the why.
It wasn’t always simple, but it was necessary, because when clarity is present, people feel confident and part of the mission. When communication has rhythm, it creates space for empathy and when you repeat the right messages with purpose - trust starts to stick and people buy into what you’re trying to achieve.
The power of repetition in uncertainty
One quote that’s always stayed with me comes from Patrick Lencioni:
“There is no such thing as too much communication. Leaders must over-communicate clarity. People are not going to believe something until they’ve heard it seven times.”
— Patrick Lencioni, The Advantage
That insight feels more relevant now than ever. When schools are dealing with closures, mergers, restructures, funding cuts, and staff turnover, your internal comms becomes more than just emails or updates - its your leadership in action. Comms is your culture, delivered with intention, because internal comms isn’t just about keeping people informed, it’s about helping them feel anchored, aligned, and valued.
Why it matters now more than ever
When communication drops, trust drops and when trust fades, cohesion disappears. That’s a risk no school or trust can afford, especially right now. Call me biased, but that’s why I believe internal communications must sit right at the heart (and at the start) of every strategic plan. This can’t be on the shoulders of the comms and marketing team as an afterthought.
We’re with you
Whether you’re a CFO tasked with leading a Central Services team or a Headteacher building your internal team, MarCommEd, are here to support that mission. We know the landscape is complex and emotionally demanding. But we also know that clear, compassionate communication - to unite people around a shared purpose is the solution. With a network of over 200 members, we have the intel on what works well, and we want to share that.
Zack Grimes
Cofounder, MarCommEd
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