There are different stakeholders in an organization and the most critical is the employees; they need to hold the organization in high esteem and understand the objectives, the culture and the vision of the organization.
"The internal publics are your bridge to your external publics."
Your employess are your bridge to your external publics; they are your greatest asset that is why they need to understand their part in achieving the organizational goals. As a strategic process, internal communication can motivate and empower organizations employees.
Therefore the critical questions you need to ask are:
Employees of an organization are part of that core group which has very intimate relationship and a stake in the organization. They have the potential to make a customer loyal to the organization or be a one-time customer therefore your organization needs to win their loyalty, confidence, and organizations should be able trust them.