Struggling to show the impact of internal comms?
You’re not alone. Many IC teams know their work supports culture, performance, and employee experience but still find it hard to communicate value in a way that resonates with senior leaders.
This free handbook, created by Unily with Joanna Parsons, gives you a practical framework for building a business case that wins investment and leadership support.
Built on insights from the latest industry research as well as interviews with communicators and C-suite leaders, you’ll find up-to-minute guidance on how to take your business case from good to great.
Inside the handbook
Structured for clarity and practical use, the handbook includes:
- The IC landscape today
Data and benchmarks on budgets, team capacity, challenges, and opportunities.
-
Practitioner insights
Honest reflections from senior IC professionals on what gets in the way of writing (or landing) a business case.
- A view from the C-suite
What leaders look for, how they assess value, and what makes a proposal compelling.
- Expert analysis
The three systemic blockers stopping IC from getting investment and how to overcome each one.
- A step-by-step business case model
A simple structure you can follow, from defining the problem to quantifying benefits and outlining risks.
-
Common pitfalls
The avoidable mistakes that weaken IC proposals and how to steer clear of them.
- Action plan and checklist
Practical steps you can take immediately to strengthen your next budget conversation.
Get the free guide
Secure investment for your internal comms with our expert handbook. Learn to build a business case and demonstrate strategic value to senior leaders.
What you'll learn
By reading this handbook, you’ll gain the tools to:
- Link internal comms directly to business priorities and operational performance
- Use the concept of organizational velocity to explain how IC accelerates outcomes
- Move from “busy” to outcome-led thinking
- Build a case that resonates with CEOs, CFOs, and senior decision makers
- Demonstrate value through simple, credible measurement
- Ask for budget or resources with confidence — and justify the ask
Who it’s for
This handbook is built for:
- Heads of Internal Comms and senior IC leaders
- IC teams who need to influence upwards
- HR, EX, and comms leaders linking IC to engagement and performance
- Anyone who needs to show, in business terms, why IC deserves investment
If you’ve struggled to get the budget, resources, or leadership buy-in you need, this handbook will help you change the conversation.
Get started. Get your personalized demo.
