{"id":706,"date":"2025-09-14T12:11:22","date_gmt":"2025-09-14T10:11:22","guid":{"rendered":"https:\/\/huibkoeleman.nl\/?post_type=resource&#038;p=706"},"modified":"2025-10-05T16:50:19","modified_gmt":"2025-10-05T14:50:19","slug":"the-5-internal-communication-roles-of-a-strong-comms-team-and-how-to-use-them-for-real-impact","status":"publish","type":"resource","link":"https:\/\/huibkoeleman.nl\/en\/knowledge\/the-5-internal-communication-roles-of-a-strong-comms-team-and-how-to-use-them-for-real-impact\/","title":{"rendered":"The 5 Internal Communication Roles of a Strong Comms Team (and How to Use Them for Real Impact)"},"content":{"rendered":"<div class=\"bg-purple-90 pb-16 lg:pb-28 pt-[calc(var(--header-height)+var(--spacing)*16)] lg:pt-[calc(var(--header-height)+var(--spacing)*28)] not-prose\">\n\n  <div class=\"container grid-container\">\n\n    <div class=\"col-span-full lg:col-span-8 lg:col-start-3 flex flex-col gap-y-6 items-center lg:gap-y-8\">\n\n      <nav aria-label=\"Breadcrumb\">\n        <ol class=\"flex flex-wrap items-center gap-x-2 list-none p-0\">\n          <li class=\"list-none\"><a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/\">\n\n  Knowledge Hub\n\n<\/a>\n<\/li>\n                      <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?type=blogs\">\n\n  Blogs\n\n<\/a>\n<\/li>\n                                <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?onderwerp=roles-organization-ic\">\n\n  Roles &amp; organization IC\n\n<\/a>\n<\/li>\n                  <\/ol>\n      <\/nav>\n\n      <h1 class=\"text-primary-dark text-h2-sm lg:text-h2-lg font-sans text-center hyphens-auto xs:hyphens-none\">\n\n                  The 5 Internal Communication Roles of a Strong Comms Team (and How to Use Them for Real Impact)\n        \n      <\/h1>\n\n      \n      <div class=\"flex items-center gap-x-4 mt-2 lg:mt-8\">\n\n        <img data-sizes=\"auto\" data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg\" data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg 544w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg 544w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463-480x428.jpg 480w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg 544w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463-360x360.jpg 360w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg 544w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463-80x80.jpg 80w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463-160x160.jpg 160w\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2026\/09\/IMG_5463.jpg\" alt=\"huib Koelemans close-up\" class=\"lazyload size-14 rounded-full shrink-0\" decoding=\"async\" loading=\"lazy\" \/>        <div class=\"flex flex-col\">\n          <span class=\"text-secondary font-bold\">Auteur<\/span>\n          <span class=\"\">Huib Koeleman<\/span>\n        <\/div>\n      <\/div>\n\n    <\/div>\n\n    <div class=\"col-span-full mt-12 lg:mt-20\">\n\n      \n        <img data-sizes=\"auto\" data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg\" data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg 1344w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg 1344w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-1280x731.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg 1344w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-1024x585.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg 1344w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-640x366.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-1280x731.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-390x223.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-780x446.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-272x155.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2-544x311.jpg 544w\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/De-5-IC-rollen-van-een-sterk-communicatieteam-2.jpg\" alt=\"5 kinderen op een rots\" class=\"lazyload w-full\" decoding=\"async\" loading=\"lazy\" \/>\n          <\/div>\n\n  <\/div>\n\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Great internal communication rarely fails because of a lack of intent\u2014it usually breaks down due to role confusion. Who\u2019s really responsible for what? When should the communications department take the lead\u2014and when not? In many organizations, the comms team is still seen too much as \u201cthe doers,\u201d while in reality, communication mostly happens between colleagues and their managers. That calls for a different mindset and a new division of roles in internal communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this blog, I describe five key roles for the communications team: from maker to enabler. Roles that not only strengthen the added value of communication, but also help collaboration, engagement, and strategy truly land in the organization.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cInternal communication is far too important to leave to the communications department alone.\u201d<\/p><\/blockquote><\/figure>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Internal communication is too important to be fully handed over to the communications department. So what <em>is<\/em> the role of the comms team? In this blog, I outline five essential roles:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Producer<\/strong> \u2013 creates content and organizes communication<\/li>\n\n\n\n<li><strong>Strategist<\/strong> \u2013 develops vision and ties communication to organizational change<\/li>\n\n\n\n<li><strong>Coach<\/strong> \u2013 supports managers and teams in communication behavior<\/li>\n\n\n\n<li><strong>Facilitator<\/strong> \u2013 enables others to communicate effectively themselves<\/li>\n\n\n\n<li><strong>Monitor<\/strong> \u2013 identifies what\u2019s going on and measures communication impact<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This shift moves the comms team from executors to enablers\u2014and makes communication something that belongs to everyone.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The Internal Communication Roles of the Comms Team<br>To summarize, five distinct internal communication roles can be identified for the comms team (see figure below).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/Scherm\u00adafbeelding-2025-09-27-om-14.29.56-1024x497.jpg\" alt=\"\" class=\"wp-image-709\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Produces<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One role that takes up a lot of time, but is often undervalued, is that of producer. The comms team brings communication to life by creating engaging content\u2014from intranet articles to blogs, vlogs, and visual explainers. Organizing internal events is also part of this production role. Some organizations choose to fully outsource production, but I wouldn\u2019t recommend that. It places the comms team too far on the sidelines.<br>And let\u2019s be clear: AI tools like ChatGPT are reshaping this role dramatically. Content creation becomes faster, but it also demands curation, direction, and ethical awareness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategist<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The comms team can take on several strategic roles: from developing communication strategies for individual (change) initiatives to creating the broader \u201chelicopter view\u201d and channel strategy. In particular, the strategist\u2019s role in change programs has gained traction. This requires not only communication expertise, but also knowledge of change management, team dynamics, and organizational anthropology. A beautiful development, if you ask me.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Coach<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone communicates\u2014but it can almost always be done better. A brilliant strategy won\u2019t come alive if the key players don\u2019t know how to step into their role. Many don\u2019t even realize they <em>have<\/em> a role. That\u2019s where the comms team comes in as coach.<br>Coaching leaders in their communication style, especially in learning to listen, is crucial. Helping them with storytelling is another. Teams can also be coached to build safe spaces where people feel free to speak up and contribute. Team dynamics are key here.<br>And with the rise of online collaboration tools, the comms team\u2014together with IT\u2014can help ensure these tools are used well. The risk with new platforms is that they offer so much functionality that people quickly feel lost or give up. Coaching helps bridge that gap.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Facilitator<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is about making sure <em>others<\/em> can communicate. It\u2019s a wonderful role, but not an easy one. It requires letting go and accepting that others may use communication tools differently than you intended. Still, this mindset fits perfectly with today\u2019s culture of internal communication. The younger generation, especially, will want to communicate for themselves.<br>That said, discussions and knowledge-sharing often need moderation\u2014and that\u2019s where the comms team can step in. Providing the right platforms, organizing the right gatherings, and even sharing prompts so colleagues can create quality content with AI are all part of the facilitator role.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Monitor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Or should I say \u201cMonitEARS\u201d? Because this role is about listening. For the comms team, it\u2019s essential to know what\u2019s going on inside the organization. Policymakers sometimes develop policies without fully understanding what people need. Only once the policy is \u201cfinished\u201d do they think about rolling it out.<br>As strategists, we can point out that listening should be part of the policy-making process from the start. And as monitors, we can quickly tune in to the perspectives, interests, and media habits of different groups.<br>The comms team also needs to make its own impact visible and measurable. Showcasing input, output, and outcome should become a bigger priority. A dashboard can make the added value of internal communication\u2014and of the team\u2019s own work\u2014tangible and transparent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Makers to Enablers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Internal communication is far too important to leave to the comms department alone. Bringing it to life requires many more players. Organizations should stop throwing every communication task over the wall to the comms team. But that also means the comms team needs to be clear about what they <em>do<\/em> own, and stay on top of trends and developments in the field\u2014translating them into daily practice.<br>The work is shifting from making to enabling.<br>So, do you want to move as a communication professional from maker to enabler? Start by explicitly defining these five internal communication roles within your team. Which one will you step into today?<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Huib Koeleman<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Internal communication is too important to be fully handed over to the communications department: producer, strategist, coach, facilitator and monitor<\/p>\n","protected":false},"author":2,"featured_media":705,"menu_order":0,"template":"","resource_subject":[44],"class_list":["post-706","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_type-blogs","resource_subject-roles-organization-ic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The 5 Internal Communication Roles of a Strong Comms Team (and How to Use Them for Real Impact) - Huib Koeleman<\/title>\n<meta name=\"description\" content=\"Internal communication is too important to be fully handed over to the communications department: producer, strategist, coach, facilitator and monitor\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge\/the-5-internal-communication-roles-of-a-strong-comms-team-and-how-to-use-them-for-real-impact\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 5 Internal Communication Roles of a Strong Comms Team (and How to Use Them for Real Impact) - 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Als adviseur, schrijver en spreker houd ik me bezig met \u00e9\u00e9n centrale vraag: hoe helpt communicatie mensen om richting te vinden, mee te doen en met elkaar in gesprek te blijven als organisaties veranderen? Als adviseur begeleid ik managementteams en veranderteams bij complexe veranderingen. Ik help communicatieafdelingen bij het ontwikkelen en aanscherpen van hun strategie, positionering en werkwijze. Daarbij zoek ik steeds naar de verbinding tussen de opgaven van de organisatie en wat interne communicatie daaraan concreet kan bijdragen. Als schrijver ontwikkel en deel ik mijn eigen kijk op het vak. Ik schreef verschillende boeken over interne communicatie en verandercommunicatie en publiceer regelmatig blogs over nieuwe ontwikkelingen, onderzoek en modellen. Daarbij vertaal ik inzichten uit communicatie, veranderkunde en organisatiekunde naar praktische aanpakken en instrumenten. Op dit moment werk ik aan een nieuwe editie van mijn boek over interne communicatie. Als spreker en trainer breng ik die idee\u00ebn in gesprek met vakgenoten. Ik geef lezingen, masterclasses en trainingen over interne communicatie en verandercommunicatie en werk graag met communicatieprofessionals aan concrete vraagstukken uit hun eigen organisatie. Mijn bijzondere belangstelling gaat uit naar ngo\u2019s, publieke organisaties en andere organisaties met een maatschappelijke opdracht. Juist daar komen voor mij veel interessante vragen samen: strategie en praktijk, verandering en continu\u00efteit, de formele organisatie en wat mensen er in hun dagelijkse werk van maken. 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Als adviseur, schrijver en spreker houd ik me bezig met \u00e9\u00e9n centrale vraag: hoe helpt communicatie mensen om richting te vinden, mee te doen en met elkaar in gesprek te blijven als organisaties veranderen? Als adviseur begeleid ik managementteams en veranderteams bij complexe veranderingen. Ik help communicatieafdelingen bij het ontwikkelen en aanscherpen van hun strategie, positionering en werkwijze. Daarbij zoek ik steeds naar de verbinding tussen de opgaven van de organisatie en wat interne communicatie daaraan concreet kan bijdragen. Als schrijver ontwikkel en deel ik mijn eigen kijk op het vak. Ik schreef verschillende boeken over interne communicatie en verandercommunicatie en publiceer regelmatig blogs over nieuwe ontwikkelingen, onderzoek en modellen. Daarbij vertaal ik inzichten uit communicatie, veranderkunde en organisatiekunde naar praktische aanpakken en instrumenten. Op dit moment werk ik aan een nieuwe editie van mijn boek over interne communicatie. 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