Most organizations take great care to communicate with groups, or audiences, that are vital to the organization's mission. But too many of them forget about the audience right across the hall.
An organization's employees are ambassadors of its brand and reputation. Employees often find themselves serving as spokespersons for their employers. Don't believe it? Next time you're at a party, tell someone you just met that you're a service technician for the local cable television company and see if they ask you why you're always late for service calls. Ensuring employees can speak with some authority about their company—at least at a basic level—can go a long way toward maintaining a company's reputation in the community.
There are myriad other reasons why employees are a critical communication audience: achievement of growth objectives, operating efficiency, employee loyalty, sales effectiveness, customer service excellence, and more. These are big benefits, and they're right across the hall.