A framework to inform, engage, inspire.
Transform internal communications with the User Needs Model
Adapted from the leading newsroom-tested model, this framework helps communication experts to provide more efficient content to employees and executives.
A proven model for engagement. Trusted by leading newsrooms worldwide.
How a revolutionary model for newsrooms can reshape internal communications
Developed by Dmitry Shishkin and popularised by the BBC and Smartocto, the User Needs Model reshaped newsrooms worldwide. It shifted content strategies from volume-based publishing to audience-focused engagement, leading to more meaningful connections and higher retention.
Now, this proven model is transforming internal communications. In an era of hybrid work and digital overload, leaders need a structured approach to keep employees informed, engaged, and aligned. The User Needs Model offers a research-backed strategy to cut through the noise, foster engagement and drive organisational success.
Transform your internal communications with these Insights
Proven frameworks, real-world case studies and data-backed insights to elevate internal communication and drive engagement.
Master employee engagement
Discover the five key dimensions that ensure employees feel informed, motivated and connected to your mission.
Real-world success stories
See how industry leaders like Unilever and Zappos applied these strategies to improve engagement and productivity.
Data-backed communication insights
Use research-driven best practices to align internal messaging with business objectives for measurable impact.
Your communication playbook
Gain a structured approach to keeping employees aligned and informed during times of change or disruption.
Is this whitepaper for you?
Here’s who will benefit most.
Designed for decision-makers shaping the future of internal communications, this whitepaper provides strategic insights to enhance engagement, streamline messaging and drive organisational alignment.
It’s ideal for
Effective communication is the foundation of a thriving organisation. Equip your team with the right strategies to foster engagement, trust, and agility.
Internal Communication Heads & Corporate Affairs Executives
Strengthen clarity and engagement across all levels.
CHROs & People Leaders
Build a culture of trust and alignment with effective communication.
C-Suite Executives (CEOs, COOs, etc.)
Align internal messaging with strategic business goals.
Project & Department Managers
Improve cross-functional collaboration through structured communication.
Keep employees informed and aligned, even during periods of uncertainty.
Create communication loops that foster feedback, recognition and motivation.
Reduce misalignment by delivering timely, clear information.
Streamline messaging to avoid noise and focus on strategic objectives.
Equip teams with real-time, fact-driven communication practices.
Align messaging with values to foster connection and motivation.
The five core employee needs driving engagement
How leading brands reinvented internal communications
Research-backed data to drive your strategy