You’ve been thrust into the role of corporate communications for a global, publicly traded company with more than 17,000 associates worldwide. Following a strategic review of the business, improved corporate communication was identified as one of the keys to the company’s future growth and success. Historically, many of the company’s functions – including corporate communication – operated in a decentralized manner. So, you have a clean slate to build the function from the ground up. The task ahead of you is both daunting and exciting. Where do you begin?
Meeting the Challenge: How RPM International Took Internal Comms Global
This was the exact question Tammy Zollner faced in 2021 when she was promoted to senior director of corporate communications at RPM International Inc. RPM owns subsidiaries that are world leaders in specialty coatings, sealants, building materials, and related services—best known for its consumer brands, such as Rust-Oleum, DAP, and Zinsser.
From the start, Zollner understood that a global internal communications function would help align over 17,000 associates spread across time zones, cultures, and job functions. Supported by Roopco—RPM’s long-standing public relations and investor relations agency partner—she aimed to create a central strategy that would improve employee engagement, build awareness of key company priorities, and ensure unified messaging across the organization, while maintaining an entrepreneurial culture
Laying the Groundwork: Establishing an Internal Communications Foundation
Assembling the Right Team
One of the earliest steps was to build out a team with diverse skills—writing, design, video, and social media—while leveraging Roopco for strategic counsel and support. By tapping into specialized expertise, Zollner and her newly formed corporate communications group could create high-quality content for employees around the globe.
Immediate Courses of Action
From day one, RPM had to overcome the complexities of a multi-lingual, multi-time-zone workforce. Some early wins included:
- Developing a cascading distribution process. The process ensures every level of the organization receives timely, consistent messages, minimizing gaps in communication.
- Expanding the global employee newsletter. Originally launched by Roopco in 2020 to keep employees informed, safe, and engaged during the pandemic, this newsletter became a cornerstone for announcing corporate initiatives, sharing successes, and recognizing employee achievements.
- Utilizing a translation service. Translating newsletters and other corporate communications enabled associates to read them in their native language—an essential step for truly global internal communications.
- Launching a corporate intranet. This digital hub is for sharing corporate communications, fostering collaboration, and providing easy access to resources across RPM’s many operating companies.
Continuous Improvement: Evolving the Employee Communications Strategy
Zollner acknowledges that Rome wasn’t built in a day, and neither is a corporate communications strategy. Her team sets annual goals aligned with RPM’s business priorities, then develops specific tactics—such as improved storytelling formats or updated video content—to help meet those objectives.
Crucially, Zollner also gathers feedback from employees each year, measuring awareness of company initiatives and overall engagement levels. These insights directly shape how the communications team refines its approach.
“Every bit of feedback matters. If employees feel informed and understand how they contribute to RPM’s success, that’s when you know you have a robust internal comms strategy,” said Zollner.
Overcoming Communication Overload: The Power of a Well-Planned Calendar
Early survey results revealed a new challenge: communication overload. Departments ranging from HR and IT to legal and compliance all wanted to promote their initiatives via companywide emails, flooding associates’ inboxes.
To address this, Zollner’s team created a communications calendar that spaces out announcements and aligns messaging across departments. This strategic cadence keeps associates informed without overwhelming them, ensuring that important news doesn’t get lost in a sea of emails.
Harnessing Technology for Speed, Quality, and Reach
Beyond scheduling, RPM’s corporate communications team has embraced tools and technology to optimize internal communications. Project management software helps the team coordinate content creation, design, and distribution schedules. AI platforms are streamlining tasks like content research, editing and performance analysis to deliver fresh, relevant updates faster.
By integrating these digital resources, RPM can scale its communications in ways that are responsive, consistent, and respectful of employees’ time.
Tune In: Learn More on the “PRGN Presents” Podcast
For deeper insights into creating a global internal communications function, listen to Zollner’s conversation with Brad Kostka of Roopco and Abbie Fink of HMA Public Relations on the “PRGN Presents” podcast. Hear firsthand how RPM navigated cultural differences, streamlined content distribution, and consistently improved engagement.
Ready to Amplify Your Internal Comms?
Crafting a high-impact global internal communications function is challenging—but it’s also one of the most impactful investments a growing organization can make. If you want to improve employee engagement, foster a shared sense of purpose, and keep your entire workforce aligned towards your company’s goals, Roopco is here to help.
Contact us at info@roopco.com or www.roopco.com to explore how we can partner with you to develop a dynamic, results-driven internal communications program. Together, we can transform how your organization shares information, collaborates, and celebrates success across the globe.
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