From Fairy Lights to Spotlights: Inside the RSPCA’s Internal Comms Revolution

Insights From Esther Munro, Head of Internal Communications at the RSPCA

When was the last time your internal communications strategy truly resonated with every corner of your workforce? At the recent Employee Engagement Summit, the RSPCA's communication transformation offered a masterclass in audience-first thinking that's getting everyone talking and for good reason.

Esther Munro, Head of Internal Communications at the RSPCA, took to the Internal Communications stage to share how the iconic animal welfare charity tackled a challenge many of us face: reaching a diverse workforce scattered across different roles, locations, and levels of digital access. Fresh from celebrating their 200th anniversary and launching a successful rebrand, the RSPCA needed internal communications that could match their ambitious new mission to tackle cruelty and neglect head-on.

From Email Overload to Strategic Spotlights

Here's where it gets interesting. Esther's team ditched the old "spray and pray" approach of mass emails and push notifications. Instead, they built something revolutionary: nine distinct internal communications personas covering everyone from hybrid workers and animal centre staff to inspectors, hospital workers, and independent branch volunteers.

But these weren't just theoretical profiles gathering dust in a presentation deck. The team used them to answer four critical questions for every communication: Who's the audience? What should they know, feel, or do? What's the most persuasive message? And crucially – what's the most effective delivery method?

The research uncovered a game-changing insight: people managers are the secret weapon for reaching frontline staff. Employees relied on their line managers to filter and contextualise information, making managerial buy-in essential for message cut-through.

Fairy Lights to Spotlights

Esther introduced a brilliant metaphor that'll stick with you. Previous communications were like "fairy lights" – scattered everywhere, creating visual noise without clear focus. The goal? Shift to "spotlights" that illuminate what truly matters, aligned with strategic priorities. Less clutter, more clarity, better impact.

The Den: Where Strategy Meets Execution

The proof arrived with "The Den" – the RSPCA's first-ever intranet. This wasn't just another platform launch. On day one, 74% of staff logged in, generating over 10,000 page views. The team personalised content delivery based on those nine personas, creating a one-stop shop for news, tools, and applications.

Want to know the secret to that adoption rate? Ten-minute launch parties across locations, complete with cupcakes, balloons, and platform walkthroughs. Over 200 people engaged, turning what could've been a dry tech rollout into a celebration.

The Takeaway

Esther's closing message hit home: data-driven, targeted messaging isn't just nice to have – it's strategic gold. By understanding personas and linking every communication to clear actions and strategic goals, the RSPCA empowered their people to create a better world for every animal.

Ready to hear the full story? Listen to the podcast to discover the nitty-gritty details of how Esther and her team built their personas, navigated the challenges of reaching digitally disconnected staff, and turned internal communications into a strategic advantage. Trust us – you'll want to take notes.

To register your interest for the 2026 Engage Employee Summit click here: https://www.engageemployee.com/engage-employee-summit-registration