How to Build a Comms Roadmap That Actually Works

Internal comms can feel like a juggling act — updates flying in every direction, too many channels, not enough clarity. When things get busy or change is on the cards, it’s easy for the message to get muddled.

That’s where a comms roadmap comes in.

It’s your plan of action for keeping people informed, engaged and aligned — across teams, time zones or transformation projects.

Here’s a simple step-by-step guide to building one that sticks.

1. Start with an audit

Before you plan where you’re going, take stock of where you are.

• What channels are being used right now?

• What’s working well?

• Where are the gaps or pain points?

• Are messages landing the way you think they are?

Talk to people across the business — especially frontline teams — to understand their reality. You’ll likely find some surprises.

2. Define your audiences

Not everyone needs to hear everything, and certainly not in the same way. Segment your audiences by:

• Role or function

• Location

• Access to technology

• Preferred ways of consuming information

Create audience personas if that helps. Then tailor your messaging accordingly — think relevance, not volume.

3. Choose your channels wisely

More channels doesn’t equal better communication.

Pick the right mix of tools for your people — not just the ones you like using. That might mean combining:

• Email updates

• Slack or Teams messages

• Line manager briefings

• Digital signage

• Town halls or video messages

• Your intranet or internal social platform

The key? Be consistent — and use the same core message across all touchpoints.

4. Map the message flow

This is where your roadmap starts to take shape.

Plot out what needs to be communicated, to whom, when and how. Think like a project manager:

• Who needs to know what, and by when?

• What are the key messages for each group?

• What comms will support each phase of the journey?

Create a visual timeline or matrix so you can spot any overload, bottlenecks or duplication.

5. Build in feedback loops

Comms shouldn’t be one-way. Make it easy for people to ask questions, share thoughts and surface blockers.

• Run pulse surveys or quick polls

• Invite feedback through team meetings

• Use digital tools to collect real-time input

What you hear should feed into your next round of planning — not just sit in a spreadsheet.

6. Track what matters

Success isn’t just ‘we sent it out’. Define what good looks like early on:

• Engagement rates

• Feedback volume and sentiment

• Line manager confidence

• Behaviour or action taken

Use these metrics to tweak as you go — and to show impact back to senior leaders.

Final thought

A comms roadmap isn’t about control — it’s about clarity. It gives your messaging structure, purpose and room to breathe. And in fast-moving times, it’s the thing that keeps everyone on the same page.

Need help creating one? We’ve got the templates, tools and people to support you.