Can Internal Comms Be Revenue-Critical? | Modern Comms Podcast w/ Preston Lewis

Can internal comms really impact the bottom line?

In this episode of the Modern Comms Podcast, Chris Brennan sits down with Preston Lewis, VP at Segal Benz, to explore how internal comms teams can position themselves as business-critical — not just a support function.

We cover:

• What it really means to be “revenue-critical”
• Clear examples of comms driving measurable business outcomes
• How to connect comms work to strategic goals
• Smart ways to modernize roles, channels, and content
• Why personalization, storytelling, and video are rising fast
• The mindset shift needed to move from output to impact

Plus, Preston takes on the Comms Roleplay Q&A and answers real-world questions from a skeptical CEO’s point of view — like “What breaks if we cut your budget?” and “Why should we invest in comms when sales shows ROI faster?”

This one’s packed with ideas, strategies, and plain-speaking advice for anyone trying to elevate their comms game in 2026.

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Keywords

internal communications, revenue critical, strategic communications, employee engagement, communication strategy, business priorities, measurement, storytelling, digital employee experience, AI in communications

Summary

In this conversation, Preston Lewis discusses the importance of positioning internal communications as a revenue-critical function within organizations. He emphasizes the need for strategic alignment between communication efforts and business goals, highlighting the role of measurement and storytelling in achieving this alignment. The discussion also covers the challenges of information overload and the necessity for personalization in communication strategies. Additionally, the conversation features a roleplay segment where Preston addresses common concerns from a skeptical CEO regarding the value of communications.

Takeaways

Internal communications should be viewed as a strategic partner in business.

Aligning communication efforts with business goals is crucial for success.

Measuring engagement and effectiveness is essential for internal comms.

Storytelling should be targeted and relevant to the audience.

Personalization in communications enhances engagement and effectiveness.

Addressing information overload is a key challenge for communicators.

AI can be leveraged to improve communication strategies and efficiency.

Future roles in communications should focus on data analysis and storytelling.

Communications is an enablement function that supports organizational success.

Effective communication fosters better relationships within organizations.

Sound bites

"Engagement is about feeling heard."

"Communications is an enablement function."

"We must address information overload."

Chapters

00:00 Introduction and Setting the Stage

12:50 Positioning Internal Communications as Revenue Critical

16:15 Understanding the Role of Internal Communications

24:00 Measuring Impact and Value in Communications

30:01 Modernizing Internal Communications Strategies

33:42 Leveraging Digital Channels for Communication

36:18 Innovative Content Formats in Internal Communications

39:06 AI and the Future of Communication

41:44 Building Trust in AI Adoption

45:24 Positioning Internal Comms as Revenue Critical

50:22 The Comms Roleplay Q&A

01:01:14 Future Trends in Internal Communications