Crises in business are like those unexpected storms that can strike at any time. Without warning, an adverse situation can shake the foundations of an organisation, affecting its reputation and credibility. What is most interesting is that, in many cases, these situations are directly related to the people who are part of the company. Yes, those same people who work day in and day out to make things work can, at any moment, become the epicentre of the problem.
why do people in the organisation play such a role in these crises? There are several reasons. First of all, sometimes it is precisely the employees who, voluntarily or involuntarily, provoke critical situations. An unfortunate comment, a mistake in project management or even unethical behaviour can trigger the problem. On the other hand, when a crisis is already underway, employees are often the most affected. The fear that the company will take drastic measures, such as layoffs or restructuring, can create an atmosphere of uncertainty and distrust. Moreover, if they feel that the company is not providing them with the necessary information or is not handling the situation well, morale and motivation can plummet.
This is where Internal Communication comes into play, a fundamental tool for managing and overcoming a communication crisis effectively. Here are three key reasons why Internal Communication is vital in these turbulent times.
1. Keeping everyone informed avoids rumours and misunderstandings.
In a crisis situation, lack of clear and timely information can lead to the spread of rumours and misunderstandings. Such rumours can quickly escalate, creating an atmosphere of chaos and confusion. For example, if a company is facing a financial crisis and does not adequately communicate the situation to its employees, rumours are likely to start circulating about possible mass layoffs or even the viability of the company. A good Internal Communication policy ensures that all members of the organisation receive the same information at the same time, which helps to maintain calm and cohesion within the team.
2. Builds mutual Trust and Support
During a crisis, it is essential that employees feel that the company is handling the situation transparently and effectively. Internal Communication plays a crucial role here, as it allows management to convey clear messages about the actions being taken to resolve the crisis. Thus, if a company is facing a public relations crisis due to a problem with a defective product, an effective strategy can help explain the steps being taken to rectify the situation and avoid future problems. This helps to rebuild employees’ trust in the company and fosters an atmosphere of mutual support, where everyone works together to overcome the crisis.
3. Enables the Implementation of Recovery Strategies
Crisis management is not just about putting out fires; it also involves implementing long-term recovery strategies. Effective Internal Communication is crucial to ensure that all employees are aligned with this and understand their role in getting the company back on track. For example, if an organisation is implementing a new marketing strategy to restore its reputation after a crisis, it is essential that all departments involved are well informed and coordinated. Clear and consistent Internal Communication ensures that everyone is aligned and working towards the same goals.
In short, Internal Communication is a powerful tool for managing and overcoming a corporate crisis. Keeping everyone informed, building trust and mutual support, and facilitating the implementation of recovery strategies are just some of the reasons why you should not underestimate its importance. So, the next time you are faced with a crisis in your company, remember: Internal Communication is not a luxury, it is a necessity. Include it in your crisis communication manual.
And well, if after all this you still think that this is an aspect that can be put aside during a crisis…. Good luck with those fires! Frankly, leaving this aspect out of the equation is like trying to put out a fire with gasoline. You decide!
