Create Your Content Once and Maximize Your Distribution

Create your content once and distribute it to as many channels as possible

We’ve all heard one version or another of this statement. Creating the same content, shaped for different platforms, is error-prone and timeconsuming. All too often, the tools supposed to help us write once, publish everywhere, don’t focus on that as a key feature. They quickly become burdened with tons of additional features and increased complexity, requiring us to revert to manually dealing with our various communication platforms. 

Organizations today inevitably end up with multiple channels of distribution, yet not everyone in your organization consumes content the same way. We are dealing with multigenerational workplaces with varying degrees of digital literacy and a range of device preferences. Most large organizations today rely on Email, their Intranet, and potentially Mobile Apps to communicate with their employees. These channels are usually siloed with separate analytics (if any) that make for a challenge when communications professionals try to get a good understanding of how content is being consumed. Analytics should be feeding the virtuous circle of improving content and delivery, driving up engagement, which feeds the analytics, which helps improve the content and delivery.  

At Sparrow, we strive to make your life easier. We have the communications professional at the center of our universe, understanding the different ways they need to reach out to all of their communication ecosystem. With Sparrow, you can create your content once and have it published automatically by our platform into many different channels, including: 

  • Email 
  • Intranet 
  • Mobile Apps 
  • Microsoft Teams 

What’s more, posts can be marked as must-read (mandatory), targeted to select audiences, be in multiple languages, and more. 

Sparrow Publishing

Quick, easy, and flexible. You focus on creating your content in one place and leave the nuisances of distribution and scheduling to SparrowWant the post to be published later? We have delayed publishing. Need to ensure people explicitly click a box to say they have understood that policy update? We’ve got that too. Want to reuse a post from a few weeks ago? Clone it with a click of a button. Need only the leadership team to see it, or maybe new employees? Set the audience to exactly who needs to see it. Sparrow will help you get the right message to the right people at the right time. 

If we already have other systems in place, can Sparrow work with those? 

Yes. We understand organizations have made significant investments in other tools, and replacing them is not easy. That’s why we have built Sparrow with the hooks to integrate our platform with your existing tools. 

Do you have an Intranet that you would like to keep? That’s great; let’s integrate. This can allow your organization to take advantage of our mobile apps and Sparrow for Microsoft Teams while continuing to use your Intranet. 

With Sparrow, you decide which components you deploy. For example, you can trial our platform by adding the power of corporate communications on the Microsoft Teams platform and deploy our Intranet, Intelligent Newsletter, and Mobile Apps at a later time. The choice is yours! 

Sparrow Mobile

Analytics for the data scientist in you 

There has been a push in recent years for internal communication to provide concrete measurements, “Where are the numbers?” Sparrow has a comprehensive analytics module that helps you understand how the content you are producing is being consumed by the organization. Our analytics start with the content itself by providing you with detailed metrics on the readability, grade level, length, as well as the number of unique opens, complete reads, and more. Stay tuned, as we’ll be writing more about this in an upcoming article. 



When it comes to “Write it once, publish it across all the channels,” think Sparrow. 

Experience Sparrow for yourself – book a demo today!


Experience Sparrow for Yourself - Book a Demo Today

Effective Internal Communications During COVID-19 Outbreak

The COVID-19 is spreading at a rapid pace across the globe, more than 190,000 worldwide have been infected thus far. This pandemic is being described as the ‘worst public health crisis for a generation.’ With it comes an unprecedented societal and business disruption.

Businesses are concerned about the welfare of their employees, while at the same time rethinking how to work and survive this crisis. The current situation has made remote work a real necessity. Employees are looking for clear guidance while working through this. Misinformation in the workplace can become rampant, making your employees feel stressed and insecure.

For both the safety of employees and business continuity Internal Communications and HR teams find themselves needing to adjust their communications strategies to align with the new situation. They are looking for effective ways to keep employees informed about the virus and its impact on the staff’s day to day activities.

Timely, accurate, and effective communication is vital when dealing with this outbreak. Waiting to respond until something has happened is hardly an option. During times of crisis, internal communication is the glue that holds the business together.

It’s time to ensure there is an excellent remote working system in place together with a transparent and ongoing communications strategy for employees. One of the most challenging aspects of crisis communications is the need to create a wide range of critical content and have it pushed out to the right audiences as quickly as possible.

Here are 5 crisis communications best practices that you can implement during the coronavirus outbreak:

Keep Your Employees Informed in Real-Time

Turn your current internal communication strategy into real-time communications. Not responding immediately to your employee’s concerns may accelerate the spread of panic and misinformation across the organization. In times of crisis, you need to create and distribute updates related to the pandemic quickly. Offer a two-way communication channel to foster engagement and comradery. Giving your employees a way to comment or react to company communications will help you collect feedback and address any questions that come up.

Reach Every Employee Wherever They Are

No matter where your employees are, they need the right information. More than ever, during a crisis, you need to ensure your content is getting to them. One way to do it is by extending your reach beyond the company intranet and pushing your updates to employees’ mobile devices or email.

Get the Right Information to the Right People

Your employees need information that’s relevant to them. Different groups within your organization will require different types of messages. For example, you might consider sharing specific resources with your company’s leadership to help them model stabilizing communications; or you may post FAQs for the frontline workers. Use your internal communications platform to segment your content, so your employees only receive the information they need and nothing else.

Make Sure Critical Information is Delivered and Read

At times, you will need to share urgent news or information that’s critical to your internal stakeholders. But it is not always easy to tell whether people have read your memo and taken the desired action. Having a communication channel that helps you easily track who has read and acknowledged your message, can make all the difference. Mandatory and compliance posts are a great way to clearly indicate to your audience that your message is mission-critical. Mandatory posts are visually distinct and stay at the top of Sparrow’s newsfeed until read. Compliance posts require the readers to acknowledge they have read and will comply with the information or policy change.

Measure the Impact of Your Internal Communications

Measuring the impact of your internal communications is even more critical than ever with the COVID-19 crisis. Track your most important metrics such as the number of unique views, complete reads (e.g. have they read the entire article or dropped off before an important piece of information?), or audience engagement. Knowing how many employees have read the latest COVID-19 update and are aware of important changes will empower you to make informed decisions about your crisis communication strategy. Additionally, it will arm you with data that you can share with the leadership team to help them understand the situation.

Proper communication will help protect your employees, build trust, prevent the spread of misinformation, and help employees feel secure. Transparent and real-time communication will help your business weather the coronavirus storm.

Learn more about Sparrow.

Beyond employee engagement, keeping healthcare staff informed in times of outbreaks.

Healthcare organizations have unique needs when it comes to internal communications. Beyond employee engagement, healthcare organizations need a highly reliable communication system that keeps its people connected in critical times of need. Mandatory and compliance posts in Sparrow come in particularly handy when healthcare organizations need to ensure that vital information reaches the right people.

“We have unique needs when it comes to internal communications.  Our staff and physicians work at multiple sites and around the clock.  An effective internal communications platform, like Sparrow, ensures we get the right information to the right audience at the right time.”
Patrice Cloutier, Manager, Corporate Communications & Public Affairs, Hamilton Health Sciences

A nurse stands in line for coffee in the hospital cafeteria. His Android phone buzzes, drawing his attention to the Sparrow notification with an intriguing headline. Glancing up to confirm he’s still got a few minutes to burn, he clicks into the Sparrow app and a smile spreads across his face.

“What are you reading?” asks a colleague.

“Did you hear about the new private donation?” pointing to the story he just saw in Sparrow. “This is awesome.” He picks the thumbs up reaction for the post and collects his beverage.

Finishing the story, he switches over to the Sparrow marketplace and flips through the latest ‘for sale’ posts. One catches his eye. He frowns as there’s not enough detail, so he types up a question and slips his phone into his pocket as he steps into the elevator, his break is over.


Elsewhere, a hospital director is standing in the doorway of her office, lost in thought when her iPhone chimes. Opening Sparrow, her current concerns wash away as she reads the mandatory post that’s been sent only to regional leadership.

The post talks about a virus that’s spreading and there will be a call at noon to discuss next steps. It asks everyone to comment on any cases they’ve encountered so far. She’s about to add a comment stating they’ve only had one case when she gets drawn in by a particularly well written comment that gets her thinking. Maybe they’ve had more cases then she thought. She stars the comment, increasing its score and importance to the group, and heads down the hall to ask some questions before adding her own two cents to the mix.

After the call, a compliance post goes out outlining the agreed upon actions and messaging to support it. Every member of the leadership team clicks the compliance checkbox in the post that confirms their understanding and commitment. With the compliance report showing 100% agreement, a message is crafted for broader communication.

A little later, a tired doctor sits on a stool at a communal computer in the busy hallway outside patient rooms. She puts her depleted phone on the charging pad and opens the Sparrow Web Portal.

“Hmm, that was quick,” she says as she opens a compliance post entitled Facts and Process for Dealing with the new Virus. She reads through it and clicks the checkbox at the bottom confirming that she’s understood the content and will act in accordance with its direction. She flags down a nurse walking by. “Have you read the new post about the virus? We need to change how we’re dealing with the patient in room 42.”

An hour later, the hospital director goes into the Sparrow Admin and Analytics Portal and pulls up the compliance report for the Facts and Process. She downloads its CSV file, opens it in Microsoft Excel, and cross-references the names of everyone who has complied with the staff who have scheduled shifts. There’s a handful of those who haven’t complied. She decides to email them, rather than phone them, and copies and pastes the list of email addresses into a new message. She adds a copy of the post in the body and clicks the send button. With strategic communications covered, she knows her staff will be well informed and ready to act.

Sparrow employee communications platform not only helps organizations build an engaged tribe, but layers on the tools for handling critical communications and enabling discussions with a targeted set of users at any time.

Learn more about Sparrow.

Sparrow Awarded 2019 Intranet Choice – Innovation by ClearBox

On November 16, ClearBox Consulting launched their SharePoint intranets in-a-box report 2019; a comprehensive analysis of the worlds leading intranet products. Sparrow is honored to be recognized as a winner in the Intranet Choice 2019 – Innovation category. 

According to the report, “Sparrow stood out for its approach to front-line workers. [The] mobile-first design has a consumer like approach that makes it highly accessible. [The team has] put thought into how to onboard people without email addresses too, a key issue for many organisations.”  Read more

DevFacto Wins a Prestigious 2018 Gold Quill Award

The International Association of Business Communicators (IABC) has announced the Excellence, Merit, Best of the Best and other special award winners of the 2018 Gold Quill Awards program (#IABCGQ). Together, Laura Konsorada of DevFacto and Claire Watson of Cropley Communication were awarded a 2018 IABC Gold Quill Award of Excellence Read more

4 Reasons that Construction Companies are Flocking to this Digital Tool

For all of the new technologies available to both individuals and businesses, it’s a wonder that the majority of construction companies still rely on paper-based processes and communication methods. While most other industries have experienced a digital renaissance in recent years, the construction industry continues to lag behind. Read more

Data, Analytics and Artificial Intelligence: The Evolution of IC

In 1954 management guru Peter Drucker introduced the principle of management by objectives, based on the SMART formula to set specific, measurable, achievable, relevant and time-framed markers of business success. In the mid-1960’s, Kaplan and Norton introduced the balanced scorecard based on Drucker’s management by objectives concept, a process that became central to Read more

Technology at Work: What Does the Future Hold in Store?

“The last Baby Boomers won’t exit the workforce for 12 years and Gen X will leave in 28 years; these groups will continue to adapt, but will always remember a time before digital communications.

Leadership teams need to understand their organization’s demographic makeup and reflect that in day-to-day working relationships and communication. They should recognize that “command and control” will be impacted by technology at work. Online communication triages through command and control.”

Read more

Tell Me a Story: Connecting with Millennials in a Digital World

A rising generation primed to change the world as we know it, millennials command the attention of businesses worldwide. They are an attractive demographic, defined by compelling characteristics that shape their lifestyle and communication preferences, in both content and channels.  Read more

The Medium is the Message

In her article published in Disrupting the Function of IC, “Medium, Message and Technology,” Catherine St. Onge, Manager of Global Employee Communication for Air Canada takes us back 60 years to the wisdom of the oft-quoted Marshall McLuhan:  Read more