Communicating and supporting organisational change

As a global organisation, the World Society for the Protection of Animals (WSPA) required tailored internal communications channels and a strategy that reflected the organisation’s newly refocused remit.

Who: World Society for the Protection of Animals (WSPA)

The challenge: An international welfare organisation, WSPA has offices around the world and had recently redefined its strategic purpose and appointed a new senior management team. My role was to create an internal communications plan that supported the organisational change in a way that fostered closer working relationships between offices in other countries and the UK headquarters

The solution: As part of the introduction of the new structure and organisational focus, I helped senior managers develop and record video messages for teams, led a refresh of the intranet and created a fortnightly organisational newsletter.  Working closely with the senior management team was essential in ensuring that the organisation’s new strategic focus was clearly reflected in all messages and channels.  This work was the organisation’s first cohesive, central cascade for internal, organisation-wide messages sent to all teams at the same time.


  • Developed and ran WSPA’s first organisation-wide employee survey, securing an 88 per cent response rate
  • Created an internal communications strategy that reflected recent organisational change and, through improved and new channels, encouraged closer, more collaborative working across all teams
  • Recruited a permanent internal communications manager

When: 2011

When we started working with Alison to establish an Internal Communications function, I knew we were in safe hands, with both her perceptive personal approach and her wider understanding of organisations. Far from being focussed narrowly on the processes of internal comms, Alison was able to position the function as a strategic tool to actively support and complement the culture change work that was underway. In addition, her experience and insights were of great value to the wider organisational development programme. This also brought a truly integrated approach to internal communications based on a thorough and deep understanding of what was needed to support the organisation’s goals.Andy Turnbull, WSPA Director of Resources