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Writer's pictureLara Klinkenberg

Words that make an impact: How NLP can transform Corporate Communications

Improving and making corporate communication more effective is a goal for many companies. However, a significant challenge is reaching all employees—whether in sales, IT, or production—with clear and motivating messages. Different roles, work styles, and personalities can make this difficult.


NLP (Neuro-Linguistic Programming) is a methodology designed to address this challenge. But what exactly is NLP, how does it work, and which techniques are especially relevant for internal communication? In this blog post, we’ll take a closer look at specific NLP techniques, their benefits, and also some critiques of this approach.


A brain with firing neurons

What is NLP and how does it work?


NLP stands for Neuro-Linguistic Programming and is considered a crucial component of personal development. In short, it’s about how language influences our thoughts and actions. NLP helps alter thinking and behavior patterns through targeted communication. "Neuro" refers to the processes in our brain, "Linguistic" to language, and "Programming" to the ability to consciously influence these patterns. In essence, it's a method to guide and improve our mindset and behavior through communication.

The concept behind NLP is based on three fundamental assumptions:


  • Neuro: All of our experiences and behaviors are processed through neurological processes in the brain. What we see, hear, feel, or think impacts our actions.

  • Linguistic: Our language reflects our thoughts and can alter our perception and reactions.

  • Programming: By applying language and communication correctly, we can "reprogram" our behavior—that is, change it intentionally.


The core idea of NLP is that people perceive the world through their “internal map,” which is based on sensory impressions (visual, auditory, kinesthetic). NLP techniques help to modify this map, enabling changes in behavior.


 

The origins of the NLP model


NLP originated in the 1970s when Richard Bandler (a mathematics student) and John Grinder (a linguist) collaborated to investigate what set successful therapists like Perls and Satir apart. They found that it wasn’t just the therapeutic techniques but primarily the way of communicating—both verbally and non-verbally—that made the difference. Based on these insights, they developed the NLP model, which includes techniques like mirroring body postures, using specific language patterns, and consciously steering sensory channels (visual, auditory, kinesthetic).


NLP quickly spread, not only in therapy but also in areas like coaching, education, sales, and management. NLP has gained traction in the corporate world as it provides tools that help leaders communicate more effectively, motivate employees, and resolve conflicts.


NLP models and techniques

The NLP model is based on the idea that people experience their reality through individual perception filters. These filters—also known as representational systems—are our senses (visual, auditory, kinesthetic, olfactory, gustatory). NLP uses these sensory channels to process and alter information in targeted ways. The most well-known techniques include:


  • Building rapport: A technique where trust is established by mirroring body language, facial expressions, and tone of voice. This creates a positive relationship, making it easier to convey information and messages.

  • Reframing: A method where an event or situation is viewed from a different perspective to change perception. For example, a crisis could be framed as a “growth opportunity.”

  • Pacing and leading: This technique first involves matching the emotional level of the conversation partner (pacing) before guiding them in a desired direction (leading).

  • Anchoring: A specific emotional state (e.g., motivation) is linked to a particular stimulus (e.g., a word or gesture), allowing the desired state to be triggered at any time.


Applying NLP in corporate communication

Modern companies face the challenge of reaching a diverse workforce with varying communication styles. Here’s where NLP shines: It enables tailored, individual communication that aligns with the needs and perceptions of employees. Let’s explore a few concrete examples of how NLP can be used in corporate communication.


Multisensory addressing (VAK model)

People absorb information differently—some prefer visual, others auditory or kinesthetic stimuli. By purposefully using all senses (VAK model), you can ensure that a message reaches all employees. 


Example: If a company wants to present a new corporate strategy, it could not only send a written email (visual) but also create a video (auditory and visual) and host an interactive discussion round (kinesthetic), so every employee can absorb the message in the way that suits them best.

Reframing for motivation

Reframing helps present negative messages or changes in a positive light. 


Example: If the company is planning a restructuring, instead of saying “We need to consolidate departments,” it could say: “This restructuring offers us the chance to work more efficiently and make better use of our potential.”

Pacing and leading during change

The meta-model of language for clarity and precision

Anchoring for positive emotions


Advantages of NLP in corporate communication


  • Better reach: Multisensory addressing helps connect with employees with different learning and communication styles.

  • Increased engagement and motivation: Reframing and anchoring help overcome emotional barriers and boost motivation.

  • More clarity: The meta-model of language minimizes misunderstandings, making communication more precise and understandable.

  • Emotional connection: Pacing, leading, and anchoring create a deeper emotional bond between employees and corporate goals.


A critical view of NLP as a methodology


Despite its many advantages, NLP also faces criticism. Some see it as pseudoscientific, as there are still few comprehensive scientific studies proving the effectiveness of its methods. Moreover, NLP can be perceived as manipulative when techniques like pacing and leading are used without transparency. It is crucial to apply NLP ethically and respectfully.


 

NLP as a tool for effective employee communication


NLP provides companies with a variety of tools to make messages clearer, more precise, and more motivating. Whether it’s adapting communication to different perception styles, guiding employees through change, or avoiding misunderstandings—NLP can be a valuable support in corporate communication.


Companies that apply NLP techniques ethically and consciously not only achieve more effective communication but also strengthen employee engagement and motivation.


 

Our new e-book, "From Input to Impact – The Business Case for Internal Communication (IC)," offers you even more tips, best practices, and data to level-up your communication with a measurable impact.


Stay tuned if you want to completely rethink your IC! And if you’re ready to get specific, let’s chat. We’ll help you build a communications business case that will blow your stakeholders away.



 

Q&As


What exactly is NLP and how can it be applied in a corporate context?

NLP stands for Neuro-Linguistic Programming, a methodology that focuses on how language influences thoughts and behaviors. By using specific communication techniques, NLP aims to change thinking and behavioral patterns. In a corporate context, NLP can enhance internal communication by adapting messages to different sensory preferences, reframing negative changes positively, and fostering emotional connections between employees and the company's goals.

How can NLP help improve communication with a diverse workforce?

NLP techniques like the VAK model (Visual, Auditory, Kinesthetic) allow messages to be crafted to match different communication styles and preferences. By employing multisensory communication—such as videos, written messages, and interactive discussions—you can ensure that important information is absorbed effectively by all employees, regardless of their preferred way of processing information.

Is NLP considered a scientifically proven method, and are there any criticisms to be aware of?

NLP has been widely used in various fields like therapy, coaching, and corporate communication; however, it has also faced criticism. Some argue that it is pseudoscientific due to the lack of comprehensive scientific studies validating its effectiveness. Additionally, when NLP techniques like "pacing and leading" are used without transparency, they can be perceived as manipulative. Therefore, it is crucial to apply NLP ethically and respectfully to ensure trust and positive results in communication.


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