Stop Treating Internal Communication Like an Afterthought

Jacob Sarasohn, Director of Marketing and Communications at Royal Ambulance, makes a bold case at PeopleFirst Summit ’25: internal communication is the infrastructure your culture runs on. In “Stop Treating Internal Communication Like an Afterthought,” Jacob argues that most organisations treat internal comms as reactive and under-resourced, when it deserves the same strategy and clarity as external marketing. He shares how Royal Ambulance turned internal communication into a core function, creating alignment and connection across more than a thousand employees working shifts, departments, and locations. By applying marketing principles — segmentation, voice, clarity — Jacob shows how communication can drive culture, retention, and engagement. For leaders seeking to strengthen alignment and culture, this session provides a practical blueprint. Watch on-demand to rethink the role of communication in shaping your workplace.