Analyzing Revlon's Internal Communication Strategy for Success

This report provides an analysis of Revlon's internal communication strategy, emphasizing the importance of employee advocacy and effective communication methods. It details the necessity of planning, assessment, and the implementation of appropriate communication tools, including visual communication and feedback mechanisms. The report outlines a step-by-step approach to developing and implementing a successful internal communication strategy, starting with initial meetings with employees and managers, budget audits, and resource allocation, culminating in board briefings and progress measurement guidelines. The ultimate goal is to enhance employee engagement, improve company performance, and ensure sustainable communication practices within Revlon.

Revlon’s internal communication strategy
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Introduction
Revlon, Inc. is a multinational company that deals with cosmetics, fragrance, and
skincare products. The company has developed robust business operations across the globe by
developing a long-standing reputation in the color cosmetics and hair care sector. The company
has been able to develop and maintain competitive advantage by providing its customers with
high quality product innovation since its breakthrough launch in 1932. In 2016, the company
acquired the iconic Elizabeth Arden brands and incorporated heritage and celebrity fragrances.
Currently, the company has been able to diversify its portfolio of brands which are sold in about
150 countries across the globe. The company is ranked among the top 20 beauty products
companies globally.
Organizations that develop and maintain competitive advantage are argued to have both
internal and external communication strategies. However, studies have documented that internal
communication plays an indispensable role in ensuring that the external communication
strategies are effective.1 In this regard, it is critical for organizations to ensure that the internal
communication strategies are efficient and effective. For Revlon to realize the objective of an
efficient and effective internal communication strategy, the company has to ensure that the better
employee advocacy program is employed with the intent of connecting them.2 However, the
internal communication strategies can be a daunting undertaking for some organizations
1 D. Baack, Management communication, San Diego, CA: Bridgepoint Education, Inc., 2012, p. 23
2 J. Little, Theories of Human Communication, Albuquerque, NM: Wadsworth, 2002. P. 58

especially when executing a revamp upgrade program.3 The company can use the below internal
communication strategies for success.
Internal communication strategy
Method of
Communication
Activities Planned
results/Objectives
Timeline
Envision and
strategize first
 Planning on
how to attain
the objectives.
 Assessing the
current
situation.
 Establishing
what needs to
be improved
 Determining the
timeline for
achieving the
goals.
To contemplate what the
internal communication
intend to achieve
1-2 months
Using the
appropriate tools
Assessing the best
practices aided by
 Implementing
chat software
2-3 months
3 B. Berger, Public relations leaders as sensemakers: A global study of leadership in public relations and
communication management, New York: Routledge, Taylor & Francis Group, 2014, p. 10.

software programs
aimed at making
communication easier.
such as Slack and
HipChat.
 Using cloud
technology aided
by Google Drive.
 Avoiding email
overload using
digital signage
Being visual Conveying information
visually by installing
TVs in the offices
Informing and inspiring
the team of the company
1-2 moths
Making
communication
entertaining
Installing relevant
programs that
encourage social work
environment
Support “work for a
reason” with fun
Continuous
Provide feedback
channels
Devising a feedback
program for the
employees
Improvement in areas
identified to have
negative reviews by the
employees
Continuous
Progress report

The first step will involve convening a meeting with all the employees including all the
department managers. The purpose of the meeting will be to brief them about the planned
development and implementation of Revlon’s internal communication strategy. The purpose of
the strategy will be communicated during the meeting. For instance, the employees will be
enlightened about the advantage of enhancing communication amongst themselves for the
purpose of ensuring that there is unity that brings about the success of the company.4 In addition,
the employees will be gain in terms of personal development accrued from enhanced internal
communication with fellow employees. The disadvantages of not enhancing communication will
also be highlighted for better understanding of the intended new strategy.
The second meeting will be convened to assess the company’s current internal
communication strategy. The assessment is indispensable in that it allows strategy implementers
to understand the current strengths and weaknesses denoted in the strategy. This will form the
basis on which the new strategy can look like. Therefore, notes on the items that require
improvement will be taken down for the next cause of action. Studies have found out that failure
to identify and note the required actions can lead to inefficient communication strategy.5 The
meeting should be attended by all employees including their leaders. Failure to do so can lead to
gap in identifying some of the important deficits noted by the employees. In fact, attendance by
all the employees will offer a platform on which they can contribute to some of the things they
4 P. Du, Introduction to public relations and advertising, Lansdowne: Juta, 2010, p. 26
5 V. Miller and M. Gordon, Meeting the challenge of human resource management: A communication perspective,
New York: London: Routledge, Taylor & Francis Group, 2014, p. 40.

feel can work best for the strategy.6 It is noted that including employees in decision making
process plays an important role in ensuring that their innovative ideas help in enhancing
organizations’ performance.
After all details of the current communication strategy have been recorded, it would be
essential to arrange the next meeting between the managers and directors of the company to
deliberate on the resources required for the new strategy to be developed and implemented. At
this point, all proposed ideas by the employees have been compiled so that the audit of the
budget can be carried out. Therefore, the finance manager should be in a position to advise the
members in attendance on the viability of the planned strategy and whether the current financial
situation of the company is able to fund and sustain the strategy for long-term purposes. If the
proposals are much bigger than the company can afford, a review meeting can be called so that
all the employees can be briefed about the new changes made on their proposal with reasons
cited to them.
The next meeting will involve the executors of the strategy resources such as installation
of communication programs and devices. The meeting will be aimed at updating me the progress
of the programs and assessing whether they are working. Any changes that might be required at
this stage will be raised so that the final installation can be done before convening the last
meeting of updating the board of directors on the progress and implementation plans of the
strategy. In addition, the technicians have to ensure that there is sustainability of the programs
installed in order to have a workable strategy even in the future.
6 T. Morris, PR Today, Palgrave Macmillan, 2015, p. 57

The final meeting will involve the board of directors to brief them on the progress and
future of the strategy. After they have been informed of the strategy implementation, it will be
critical to set some guidelines on measuring the progress of the strategy time to time. Failure to
do so can lead to its ineffectiveness especially due to the change in technology and new
innovations that keep on emerging every time.7 A review should involve measuring the
company’s profit margins and losses. In addition, it would be critical to incorporate customer
response and feedback on the customer service to ascertain the value of the new internal
communication strategy as far as the company’s growth and development is concerned.8
Conclusion
For Revlon to realize the objective of an efficient and effective internal communication
strategy, the company has to ensure that the better employee advocacy program is employed with
the intent of connecting them. In order to implement the strategy, it would be essential to plan
and strategize on what the strategy want to achieve. At this point, the company has to assess the
current situation and look for ways of addressing what needs to be achieved. For this to be
achieved, the company has to establish the best communication tools to be used by the
employees. In addition, visual communication would play a great role in enhancing conveying of
information among the employees. Conversely, communication has to be made entertaining so
7 W. Curlee and R. Gordon, Successful program management: Complexity theory, communication, and leadership.
Boca Raton, FL: CRC Press, 2014, p. 70.
8 N. Schaffe, Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing
and Business Success, Hoboken, NJ: Wiley, 2013, p. 83

that the employees can enjoy it for better results. Finally, the strategy should also involve a set of
feedback platform on which the employees can give their opinions.

Reference list:
Curlee, W. and R. Gordon, Successful program management: Complexity theory,
communication, and leadership. Boca Raton, FL: CRC Press, 2014.
Berger, B., Public relations leaders as sensemakers: A global study of leadership in public
relations and communication management, New York: Routledge, Taylor & Francis
Group, 2014.
Du, P., Introduction to public relations and advertising, Lansdowne: Juta, 2010.
Baack, D., Management communication, San Diego, CA: Bridgepoint Education, Inc., 2012.
Morris, T., PR Today, Palgrave Macmillan, 2015.
Miller, V. and M. Gordon, Meeting the challenge of human resource management: A
communication perspective, New York: London: Routledge, Taylor & Francis Group,
2014.
Littlejohn, Theories of Human Communication, Albuquerque, NM: Wadsworth, 2002.
Schaffe, N., Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for
Marketing and Business Success, Hoboken, NJ: Wiley, 2013.