The three-legged system internal comms pros need to build credibility

As AI reshapes comms workflows and leadership expectations increase, internal comms pros are being asked to do more than just draft emails and manage messaging channels. They’re expected to advise executives and build systems that scale as well. That level of influence begins with a sense of operational discipline as opposed to just good messaging.

During the final module of Ragan’s Internal Communications Certificate Course, Cat Colella-Graham, visiting professor at New York University, introduced what she calls the “three-legged stool” of effective internal communications. These are the things communications need to excel in if they want influence in their organizations. They are:

“To be a strong internal communicator, you have to think of it as a three-legged stool,” Colella-Graham said. “First is the administrative side — how you manage your projects, timelines, approvals and workflows. Once that’s solid, you focus on navigating your internal clients — understanding their tone, work style and review process. Only after those two legs are steady do you get to the content. The content is always the last piece.”