Lead with Internal Communication when a Storm Hits.

Effective internal communication is crucial for maintaining a positive reputation in the age of instant information. Employees, who interact with various stakeholders daily, act as important ambassadors for the organisation. Internal communication should not merely involve emails and memos, but rather foster understanding, build trust, and ensure employees are informed about the organisation's purpose and implications for them.

This strategic function should be planned, tailored, and encourage two-way dialogue. A communication vacuum, caused by delayed or inconsistent information, is often filled by rumors and misinformation, which can negatively impact the organisation's perception. Employees can become credible ambassadors when they understand the organisation's values, policies, and decisions.

Well-informed and valued employees can become advocates, communicating from knowledge and experience rather than merely repeating corporate slogans. During a crisis, an "internal-first approach" is vital, as employees facing uncertainty can undermine the organisation's confidence. Therefore, organisations should prioritize internal communication before a crisis, make communication two-way, equip managers with accurate information, ensure clarity in communication, be transparent, align internal and external messages, and recognize employees as stakeholders. Neglecting internal communication can undermine an organisation's external reputation.