Insight

Navigating internal communications in times of crisis

21st January 2025

It’s time for the next issue of our Transformation & Change newsletter!

We are focusing this month’s newsletter on the topic of:

‍🚨 Navigating internal communications in times of crisis 🚨

What we cover: Trends in crisis communication planning; Navigating internal comms in times of crisis: a Q&A with Vikki Kosmalska, Partner at H/Advisors; How to address external issues in internal communications; Dates to put in your diary; And a suggested approach for preparing leaders to communicate during a crisis.

Did you know?

Communication is key in responding to any crisis, yet many organisations are unprepared. According to Forbes, a study from 2023 revealed that only 49% of surveyed U.S. companies have a formal crisis communication plan, 28% have an informal (i.e., undocumented) plan, and 23% are either lacking a plan entirely or are unsure whether they have one. This gap in preparedness highlights the critical role of internal communications in crisis management. Without a clear and coordinated approach, organisations risk confusion, misalignment, and a loss of trust among employees.

The bottom line

In times of crisis, internal communications teams play a vital role in keeping employees informed and confident. Effective communication isn’t just about delivering updates – it involves fostering trust, clarity, and empathy. By preparing proactive strategies and ensuring responsiveness, organisations can build resilience and maintain alignment even in turbulent circumstances.

Q&A

We interviewed Vikki Kosmalska, Partner and Head of Crisis at H/Advisors Maitland, on navigating internal comms in times of crisis.

1. What role does internal comms play in managing issues and crises?
Effective crisis management requires a holistic approach that considers all stakeholders – internal and external audiences should be considered on par in any communication plan. That doesn’t mean just informing employees; it’s about creating channels of communication that reduce speculation, foster clarity, and build trust during challenging times.

2. How can organisations and internal comms prepare to manage crises effectively?
Preparation is essential. Organisations must prepare plans, including considering various different situations and escalations before a crisis happens. Planning should include identifying a crisis management team that includes both internal and external comms representatives, as well as agree on communication channels and define protocols. This ensures teams are aligned on processes, such as disclosure protocols and cross-geography collaboration. Without this groundwork, issues can escalate due to miscommunication or delays. During a live crisis, consistency is key – messages shared internally should align with external communications to avoid confusion or misinformation.

3. What are common pitfalls global companies face in managing crises, and how can they avoid them?
One major challenge is underestimating the importance of cultural differences. An issue in one region might not resonate the same way elsewhere, and global teams must understand these nuances. For example, a crisis in Asia might require a different communication tone or approach than in Europe. Another pitfall is the lack of clear communication lines between regions. If an issue in one region isn’t escalated effectively to leadership elsewhere, it can quickly spiral. Organisations can avoid these issues by fostering strong, culturally aware communication networks or using local external advisors.

Trending

How to address external issues in internal communications

The external world has a significant impact on employees, with global crises and social issues influencing focus, productivity, and morale. This presents an opportunity for internal comms to engage employees thoughtfully, reinforcing organisational values while addressing external challenges. Ignoring these issues risks appearing tone-deaf, while addressing them effectively can strengthen trust and connection.

Source: Ragan

What internal comms can do

1. Acknowledge external realities: With guidance from internal comms professionals, leaders should use established communication channels to recognise significant global or social events, demonstrating awareness and empathy.
2. Advise on timing and tone: Guide leaders on when to speak up, emphasising thoughtful, authentic communication tailored to employee needs.
3. Gauge employee sentiment: Understand how external issues affect employees, creating opportunities for feedback and discussion.
4. Support employees: Recognise that employees are influenced by external events and tailor support to help them balance their wellbeing and productivity.
5. Reinforce company values: Link messages to shared organisational values, reminding employees of the mission and purpose that unite them, even in uncertain times.

Key dates for the diary 📅

Real Impact, Real Results

30 January 2025, Manchester, United Kingdom

This conference focuses on elevating the innovative and impactful capabilities of Internal Communications. This year, the event will explore topics such as harnessing practical AI, optimising new channels and compelling content, measuring and driving strategic impact, and engaging and connecting all employees. Link to website

PR Week’s The New Era of Crisis Communications

12 February 2025, London, United Kingdom

This conference equips communicators with practical strategies for navigating today’s rapid-response media landscape. Sessions will cover managing digital crises, building stakeholder trust, and turning challenges into opportunities, making it ideal for those looking to strengthen their crisis preparedness. Link to website

Employee Engagement Summit 2025

22 May 2025, London, United Kingdom

This summit explores how trends like remote work, employee wellbeing, AI integration, and purpose-driven strategies are reshaping employee engagement. The conference focuses on how innovators are using technology and inclusivity to stay ahead in the evolving workplace landscape. Link to website

Preparing leaders to communicate during a crisis

In times of crisis, leaders are the face of the organisation, and their communication can make or break employee trust. Internal comms teams play a crucial role in equipping leaders with the tools, training, and strategies needed to convey clarity, empathy, and confidence. When leaders communicate effectively, they reassure employees, maintain alignment, and protect the organization’s reputation.

Our approach

1. Develop key messages: Before a crisis unfolds, work with leaders to identify likely issues and scenarios and create key messaging that aligns with organisational values. Clarity in communication prevents misinformation and keeps employees focused.
2. Provide crisis communication training: Equip leaders with the skills to handle a crisis before one occurs. Scenario-based training and a clear crisis communication plan help leaders act quickly and effectively when faced with unforeseen challenges.
3. Emphasise empathy and transparency: Encourage leaders to address employees with honesty and compassion. Acknowledging the human side of crises builds trust and helps employees feel supported.
4. Coach leaders on two-way communication: Train leaders to actively listen and create opportunities for employees to share their concerns. Two-way communication fosters collaboration and helps address issues in real time.
5. Share a plan for the future: Help leaders focus on what comes next after the crisis is managed. Communicating a clear path forward reassures employees, restores stability, and reinforces organisational resilience.