My take is that with my journalist hat on, I know I can go in, get the information I need, write to the angle I want to pursue and get out quick knowing I don't have to speak to those people again. Internal comms is very different - we become the mouthpiece for the organisation with a view to building engagement - therefore there's no opportunity for, or benefit in, stitching people up, and the angle is determined by/with the subject, not the writer. Therefore I'd always say the keys for any internal comms professional to a good internal business feature are:
* Agree the desired outcome
* Know the business context
* Put yourself in the reader's shoes
* Don't editorialise
* Make sure the interviewee voice(s) comes through strongly
* Understand where the piece fits in the overall comms plan
* Ensure the reader has a clear route to find out more.
In the end it's not about us sounding good as writers: it's about achieving a business aim. Being able to craft a fantastic piece is actually secondary to it being fit for purpose as a tool to move the business forward.