Bold moves and human moments: Rethinking internal comms
What does it take to make people feel connected to a business?
In this episode of Reel Impact, Nic Marshall, People Director at Welcome Break, shares a refreshingly honest look at the world of internal communications, from bold campaigns that spark conversation to the challenge of leading comms for a 6,000-strong, frontline workforce.
Nic’s approach blends creativity, courage and empathy – and her stories show what happens when internal comms is given permission to be brave.
From posters on walls to podcasts in people’s pockets
Nic has seen comms evolve dramatically during her career. What began as noticeboards and newsletters has become a landscape filled with apps, video platforms and podcasts.
But while the tools have changed, the challenge remains the same: reaching every member of the team in ways that feel relevant, human and authentic.
“With 85% of our workforce offline, communication can’t just live behind a screen,” she explains. “It’s about meeting people where they are.”
Doing more with less
In an age where budgets are tight and expectations are sky-high, comms teams are under pressure to do more than ever before.
“The bigger the team, the more you can do,” Nic says. “But budgets don’t always stretch that far. The role of a comms manager now is much more multifaceted than it was.”
That shift means comms professionals need to be part strategist, part storyteller and part digital creator – all while maintaining a strong sense of empathy for the audience they serve.
Bold campaigns that start conversations
One of Nic’s proudest moments came from a campaign that pushed boundaries. And got everyone talking.
“It was quite bold for us as a business,” she recalls. “But it didn’t just spark conversation inside the company, it reached beyond it.
“People were asking, What did you do? How did you set it up?”
The campaign not only advanced Welcome Break’s inclusion agenda, it also transformed how the business approached video content, authenticity and leadership communication.
“When leaders show up as themselves,” Nic says, “people connect. It builds trust.”
Humour, trust and humanity
From light-hearted “break-up” videos announcing new comms platforms to leadership outtakes that humanise senior teams, Nic believes humour is one of the most powerful tools in communication, when it’s done with intention.
“It all comes down to trust,” she explains. “Trust in your comms team, trust in your leaders, and trust that people will get the message you’re trying to share.”
When that trust is in place, even the boldest ideas can flourish.
🎧 Listen to the full conversation with Nic Marshall on Reel Impact to discover how internal comms can go beyond updates and announcements, and become a driver of culture, connection and change.
For more episodes, insights and video interviews, search for Reel Impact with Dan Bryant where ever you get your podcasts.
