For a frontline worker who has just received a new work instruction on their mobile phone or terminal, the process is far from over—it is only just beginning. What often follows is a frustrating loop: digging for details across clunky systems, struggling to understand the context, and finally attempting to execute the task properly. Merely delivering a message is no longer enough in today's business environment, as a wide gap persists between employee awareness and actual action.
New data shows that the future of internal communications lies in transforming it from a passive channel into a tool for resolving specific situations. This shift will be the focus of an upcoming professional webinar titled “Communication Alone Isn’t the Finish Line: Moving Employees to Knowledge and Action.” The free event will take place on Monday, November 9, 2026, from 10:00 AM to 11:00 AM Eastern Time (ET) as part of the global CommunicationsWeek initiative.
Forrester Research Uncovers Key Blind Spots
The discussion will be based on fresh data from research conducted by renowned analyst firm Forrester Research for tech company Staffbase. The study focuses on the challenges communicators face when trying to reach and activate deskless employees. While these workers form the backbone of many organizations, their digital employee experience is often overlooked or patched together with tools originally designed for office workers.
Leading communicators are moving away from tracking simple message reach toward measuring employee knowledge and their ability to follow through on tasks.
Webinar experts will introduce the “frontline-first” concept—designing communication experiences primarily for the hardest-to-reach employees. This approach flips traditional practice on its head, moving away from systems built for management and subsequently shoehorned for operational staff. The goal is to build a seamless transition from receiving information to understanding and action, free of unnecessary technological barriers.
Practical Lessons from SkyChefs' Operations
Theoretical insights will be complemented by real-world case studies shared by Christian Wilson, Communications Manager for the Americas region at SkyChefs. His team has long focused on transforming communication programs so they go beyond read receipts to deliver tangible results. Wilson will demonstrate how the role of communication in the dynamic airline catering environment evolves along the path from “reach” to “knowledge” and ultimately to “resolution.”
Webinar attendees will gain actionable guidance and resources for their ongoing work:
- New data — research-backed arguments on why communications must drive action.
- Digital blueprint — a guide to designing digital experiences for hard-to-reach employees.
- Crawl-Walk-Run approach — practical examples from organizations taking their first steps toward bridging knowledge and action.
- Full event materials — all registrants will receive slides and accompanying resources for further study.
Alongside Christian Wilson, key figures from Staffbase will join the discussion. Panelists include Principal Market Strategist Lara George and Product Marketing Manager Felicia Flemming. Senior Solutions Engineer Chriscelle Dela Cruz will provide a technical perspective on integrating systems into everyday operations. The discussion will be moderated by Jon Minnick, Special Projects Manager at Ragan Communications.
The webinar will offer 12 months of on-demand access to the recording, enabling teams across communications and HR to share the insights.
Who Should Attend
The webinar is geared toward a broad spectrum of professionals involved in shaping corporate culture and reputation. Organizers state that it will benefit anyone who spends at least a quarter of their working time in fields such as internal and executive communications, HR, strategic planning, or employee engagement. With Staffbase serving over 2,000 organizations to reach staff via apps, intranets, and SMS, the solutions presented will span a diverse range of communication channels.
The Future of Internal Comms at CommunicationsWeek
The session is an integral part of CommunicationsWeek, recognized as one of the industry's premier global events. The initiative unites leaders across PR, marketing, and corporate affairs to explore strategies for reinforcing organizational trust and culture. The week also features the Future of Communications Conference, with which the webinar is closely aligned.
Interested participants can register via Zoom. Following the live session, the recording will remain available for 12 months, allowing organizations to leverage the content for future internal training. The agenda promises inspiration both for initial steps in communication transformation and for advanced AI integrations, which Staffbase specializes in as an AI-native platform.