Usually, when Jim’s phone rings, our future client on the other end wants to do something quick: to launch a new publication, or an intranet, or a CEO blog, or a video series, or an all-employee meeting to support some initiative.

The classic mistake for communicators is precisely that: to leap to tactics, especially when there’s some urgency from an internal sponsor. But all successful communication begins with one act, the same act: listening. Do what Jim does: Ask your internal client these four simple questions (with follow-up), and the vehicles will be even better.

1. What’s the business case? What goals are you trying to meet: cost reduction, innovative products, employee retention, profitable growth? In this economy - in any economy - knowing what business goals you’re supporting is the only way to align your work with the CEO’s agenda to prove your worth and get the resources you need.

2. What sorts of information do the employees want? What do they need to understand about this? How will they know what they’re supposed to do, to change the way they work? What’s in it for them? What motivates them? Where’s the pain or fear?

3. Are you sure you know what vehicles your internal audiences prefer – and which messages go in which vehicles? Are you sure? Have you asked them – both qualitatively, in focus groups, and quantitatively, in surveys? Do you know which vehicles different demographic groups want? You want a Sharepoint site – do they? Your CEO wants to blog, but will anyone read it and respond? You want to kill print? Not so fast, Johnson. Print is back, but in a new role; that’s in response to employee demand.

4. How will you know if your communications are working? What does “working” mean? How will you measure? When? What will you measure? Outputs – or outcomes?

If you can put the answers to those questions in a plan and execute it, you’ll be on your way to creating real value for your internal clients and your organization. These conversations take Jim and me only about an hour; the relationships that result can last years.

Listen: Try it.