By Santiago Zapata on June 23, 2022


Hi, I am Santiago Zapata, Senior Enterprise Account Executive at Sparrow Connected where I have the privilege of working with internal communications experts and professionals every day.   

In recent years, internal communications has become a vital function of many organizations across the world. The C-Suite is starting to understand that if your staff is not in-the-know and engaged, deadlines will be missed, productivity will be low and employee advocacy will be non-existent.  

Even with internal comms moving up the rung of importance, I still find that many of the internal comms teams I speak to find themselves understaffed, under-budgeted, and sometimes underappreciated. 

My goal is not just to improve the day-to-day functions of internal comms professionals with Sparrow Connected; but also, to build a future where comms leaders are sitting alongside the CEOs, CFOs, and CMOs when decisions are being made.  

I’ll be at the IABC World Conference next week, June 26th- 29th at the Marriott Marquis in Times Square in New York City with a couple of other members of the Sparrow Connected team, including:  

  • Chris Izquierdo, CEO, Sparrow Connected
  • Gavin Macintyre, Sales Development Representative 
  • Mike Klein, Senior Strategic Advisor (and founder of #WeLeadComms) 
What is IABC World Conference? 

The International Association of Business Communicators (IABC) is a platform for marketing, communication, and branding professionals from around the globe to come together, meet other professionals, experts, and practitioners and explore the possibilities.  

“Attendees at this year’s World Conference will find a range of session formats and topics, as well as much-needed person-to-person connection. Bringing people together from all over the world to meet other experts and practitioners is an unparalleled professional development opportunity for communicators from every industry.”  
- Peter Finn, IABC’s Executive Director. 

What Will We Be Talking To Internal Comms Professionals About? 

We’re really looking forward to talking to the internal comms professionals about: 

  • Challenges of reaching employees wherever they're working - at home, at the office, on the frontlines, in any time zone. 
  • Limitations of using tools that weren’t built for internal communications 
  • What the right internal comms tools can do to alleviate those challenges 
  • How to deliver the right communications to the right employees at the right time 
  • Why it’s time to adopt a platform that integrates with the channels you’re already using  
What’s Our Connection To #WeLeadComms? 

When you stop by the Sparrow Connected booth, you’ll see that a couple of our banners include the #WeLeadComms logo.  

#WeLeadComms is an initiative led by our Senior Strategic Advisor, Mike Klein, to recognize leadership, courage, and proactivity across the communication profession. Mike will be speaking at the conference and joining us at our booth. 

Hope To See You At IABC! 

If you’re going to IABC, stop by and say “hello” at the Sparrow Connected booth and be sure to scan the QR code to get access to our e-book by Mike Klein: Employee Engagement or Business Impact? It’s Time to Choose.  

I also encourage you to follow Sparrow Connected and #WeLeadComms on LinkedIn. You can connect with me on LinkedIn as well. 

If you’re not going to IABC, you can still connect with us. Contact us to book a demo of our internal communications platform today!


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