As a journalist, you look for the stories your readers want to know about.
A PR mindset can result in a sanitized, rose-colored version of company news. Employees are sophisticated consumers of content, and they’ll see right through the inauthentic fluff. Perpetual, obvious spin can quickly wreck credibility and erode trust.
Taking a more journalistic approach to intranet content requires thinking through the questions that employees want answered. What matters to them? What might pique their interest or help them out in some way?
Honesty is also important. Telling the whole story—without sidestepping the bits that might not be great news—creates the sort of authentic content that employees crave.
That doesn’t mean you can’t or shouldn’t promote company messaging on the intranet. By all means, include content that helps employees align with the company vision. Publish pieces that tout company and departmental accomplishments. Strive to connect and inspire employees to remind them they’re part of something larger.