By: Dr. Chris Yandle

As a kid, I was convinced I’d grow up to be a member of the ThunderCats. Thankfully, that dream faded quickly. I’m still not sure what my superpower would have been as a cartoon cat, but I do know this: as communications professionals, we all need to identify the strengths that set us apart.

For me, that superpower has increasingly become internal communications.

According to the latest issue of Strategies & Tactics, less than one-third of employees are actively engaged at work. Engagement has declined from its 2020 peak of 36%. That statistic should give every PR professional pause. If employees aren’t engaged, our messaging — no matter how polished — isn’t landing where it matters most.

Internal and external communications operate differently. Internal communication isn’t about informing everyone about everything. It’s about clarity. Alignment. Prioritization. It’s about helping colleagues understand what matters most, why it matters, and how their work connects to the bigger picture.

Engagement doesn’t improve because we send more emails. It improves because we communicate with intention. In a market like the Greater Baton Rouge area, where relationships and trust drive everything, internal clarity can be our most overlooked competitive edge.

When done well, internal communication becomes a strategic advantage, not just a channel.

This month, I challenge you to identify your superpower. What do you do exceptionally well? How can you lean into it to strengthen your organization, your clients, or your team?

Our industry doesn’t just need more communicators. It needs communicators who know exactly where they’re strongest and aren’t afraid to use it.