Too Many Tools, Not Enough Clarity: Choosing Internal Comms Platforms That Actually Help
Internal communication used to be about message delivery. Now it’s about navigation.
Most internal comms teams aren’t short on tools – they’re overwhelmed by them. The challenge isn’t access. It’s alignment. Knowing what problem you’re solving before you invest in another platform that promises to fix everything.
I’ve worked with organisations that have launched apps no one used, platforms that looked slick but never landed, and systems that created more confusion than clarity.
So this isn’t a product review.
It’s a perspective – on what’s out there, what’s useful, and how to approach platform choices with a little more strategy and a little less panic.
What are we trying to solve?
Usually, it’s one or more of the following:
The message doesn’t land
The channel mix is messy
People don’t trust what they read
Content feels top-down and lifeless
Feedback loops are broken
Frontline teams are being missed
If you’re not clear on the problem, the platform won’t fix it. It might even make it worse.
A clearer view of the landscape
Here’s a quick look at some of the major players in internal comms platforms – the big names, the specialist tools, and the ones I get asked about most often.
These aren’t endorsements. Just context.
A workplace experience platform built inside Microsoft Teams. Powerful when properly set up – but often underused or misunderstood in large organisations. Needs strong governance and editorial intent.
Still a favourite for fast-paced, digital-first teams. Excellent for immediacy and collaboration. Less helpful when clarity, hierarchy or thoughtful messaging is needed. Works best with clear boundaries.
An established comms and workplace experience platform used by large global organisations. Combines email, mobile, signage and analytics – with a strong focus on governance and reach. Works well when integrated into a broader comms strategy.
Feels familiar to Facebook users – posts, groups, comments. Works well for social-style engagement and frontline connection. Less formal, but can fragment if overused.
Blends comms, social features and recognition in one interface. Now backed by Zoom. Strong for engagement but needs hands-on curation to avoid becoming noisy or diluted.
Good for pushing urgent or mandatory messages. Uses pop-ups, desktop alerts and screensavers. Less about storytelling – more about compliance and visibility.
A structured intranet platform that scales well across complex orgs. Strong governance, good content templates, and a clear information architecture. A safe, solid choice – especially for regulated environments.
Popular in Europe. Focuses on mobile-first comms with strong analytics and content planning tools. Works best when comms teams are actively publishing and curating content for different employee segments.
Built for orchestration – managing multiple systems, targeting content, and automating workflows. Best for large, distributed organisations that want to reduce noise and improve reach.
Also worth exploring:
The questions I always ask
Before buying anything, I ask:
What exactly isn’t working now?
Who is being left out?
Who will own and manage this day to day?
What does success actually look like – beyond usage stats?
Is this about clarity, or just control?
A platform demo will always look slick. The real test is what happens six months later, when the excitement has worn off and the publishing backlog starts growing.
What good looks like
The best internal comms platforms I’ve seen:
Feel seamless and easy to use
Match the culture and tone of the organisation
Are governed well – but not locked down
Let different audiences engage differently
Don’t replace the message – they support it
And they’re never chosen in isolation. Comms, HR, Ops and Tech all have a seat at the table. Or they should.
The bottom line
There’s no perfect internal comms tool. And most of them do broadly similar things. But the best platform for your business is the one that helps your message land – clearly, consistently and in the right places.
So before you chase features, start with clarity.
And choose the tool that supports that. Not just the one that demos well.
