Learn to align internal communications with public messages during a crisis for effective crisis management and consistent company messaging.

Plan in advance what will happen in the event of a crisis, and include internal and external communication in that plan. You don't want to be developing a plan while you are in middle of a crisis so it’s worth investing some time to do this before it’s needed. Build a crisis response team which includes your comms representatives and assign official spokespeople. Confirm stakeholders for comms approvals and sign-off. Prepare templates for communication and holding statements. Ensure contact and distribution lists are kept updated. Write a checklist of actions to be taken during the crisis and update plans regularly. Once you have a plan, identify opportunities to rehearse it so that if the worst happens, everyone knows what to do.

Last updated on Jul 29, 2024

Your company is facing a crisis. How do you ensure internal communications align with external messaging?

When your company faces a crisis, it's crucial to keep your internal communications in lockstep with the messages you're conveying to the public. In these challenging times, information can be your greatest ally or your worst enemy. Ensuring that your team is informed and aligned with the company's external narrative helps maintain trust and cohesion, which are essential for navigating turbulent waters. It's about striking the right balance between transparency and strategy, keeping everyone on the same page while also protecting the company's interests and reputation.

1 Clear Strategy

In a crisis, having a clear strategy for internal communications is paramount. You must decide what information is shared, how it's conveyed, and who delivers it. Consistency is key, and your internal messages should reflect the tone and substance of your public statements. This alignment reassures your staff that the company is handling the situation with integrity. It's important to establish a single source of truth within the organization to prevent misinformation from spreading and to ensure that all employees are working with the same understanding as they communicate with external stakeholders.

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Nicole Bearne

Internal Communication Top Voice. Employee Experience Consultant. Former Head of Internal Communication at Mercedes-AMG Petronas Formula One Team. Motorsport UK Board Director. Corporate Speaker. 9-time World Champion 🏆
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Plan in advance what will happen in the event of a crisis, and include internal and external communication in that plan. You don't want to be developing a plan while you are in middle of a crisis so it’s worth investing some time to do this before it’s needed. Build a crisis response team which includes your comms representatives and assign official spokespeople. Confirm stakeholders for comms approvals and sign-off. Prepare templates for communication and holding statements. Ensure contact and distribution lists are kept updated. Write a checklist of actions to be taken during the crisis and update plans regularly. Once you have a plan, identify opportunities to rehearse it so that if the worst happens, everyone knows what to do.

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Rowena Wilcox

Professional dot joiner. Internal communications storyteller with a penchant for company culture, channels and change.
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Absolutely make sure there is one source of truth. Wherever possible, communicate internally first. Also try and give managers time and guidance to get to grips with the info to better support their team(s).

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Nishank .

Senior Associate - Nangia Andersen LLP | Ex-Infosys | Marketing Communication | Corporate Communication| Crisis Communication | Public Relation | Stakeholder Management | Brand Development | Press Release |Media Relation
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To ensure internal communications align with external messaging during a crisis: Unified Messaging: Develop and disseminate a clear, consistent message for both internal and external communications. Centralize Information: Use a central point of contact or team to coordinate and control all messaging. Regular Updates: Provide frequent internal updates to keep employees informed and aligned with external statements. Training: Train spokespersons and key communicators on maintaining message consistency. Monitor and Adjust: Continuously monitor both internal and external feedback to adjust messaging as needed.

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2 Open Dialogue

Encouraging an open dialogue within your organization is essential during a crisis. You want your employees to feel comfortable asking questions and expressing concerns. This level of transparency builds trust and can also provide valuable insights into how your external messaging is being received. By fostering an environment where feedback is welcomed, you can quickly identify any disconnects between internal perceptions and the external narrative, allowing for swift adjustments to both your internal and external communication strategies.

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Bárbara Liz Mayer

Marketing | RRPP | Comunicación Corporativa | Proactiva | Resolutiva | Ejecutiva
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Un ejemplo que he presenciado en mi organización es que, cuando se fomenta un ambiente donde los miembros se sienten cómodos compartiendo sus inquietudes y preguntas, gracias a canales abiertos de comunicación, es posible abordar rápidamente cualquier malentendido o problema que pueda surgir. Se asegura de esta forma que los colaboradores estén bien informados y alineados con la estrategia de comunicación de la empresa 🤝

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3 Regular Updates

Providing regular updates to your team is crucial during a crisis. This helps manage expectations and reduces uncertainty, which can be rampant during such times. Ensure that these updates mirror the information being shared externally to maintain consistency. Your team should never feel blindsided by public announcements; instead, they should be well-prepared to understand and support the company's messaging, reinforcing the shared goal of overcoming the crisis.

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4 Crisis Training

Prioritizing crisis communication training before a crisis occurs can save precious time and prevent confusion when every minute counts. Your employees should be familiar with the protocols for internal and external communications, including who is authorized to speak on behalf of the company and how messages should be crafted. This training will ensure that employees are not just passive recipients of information but active participants in maintaining the company's reputation during a crisis.

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5 Unified Messaging

Creating unified messaging is about ensuring that every statement, whether for internal or external audiences, is harmonious and reflects the company's values and stance. This requires collaboration between your communications team and leadership to craft messages that resonate with both employees and the public. It's about finding the right language that is truthful yet sensitive to the nuances of the situation, reinforcing solidarity within your company and with your external stakeholders.

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6 Feedback Loop

Establishing a feedback loop is critical for adjusting your communications strategy in real time. By actively listening to your employees' reactions to both internal and external messaging, you can gauge the effectiveness of your communications. This feedback loop allows you to refine your approach, ensuring that your messages are not only consistent but also resonate with your audience. It's a dynamic process that requires attention and agility to maintain alignment between what your company says and what it does.

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Bárbara Liz Mayer

Marketing | RRPP | Comunicación Corporativa | Proactiva | Resolutiva | Ejecutiva
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Fomentar la participación de empleados de todos los niveles jerárquicos en el proceso de retroalimentación puede asegurar una perspectiva más completa y variada sobre cómo se perciben las comunicaciones 💌

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Your company is facing a crisis. How do you ensure internal communications align with external messaging?

1

2

3

4

5

6

1 Clear Strategy

2 Open Dialogue

3 Regular Updates

4 Crisis Training

5 Unified Messaging

6 Feedback Loop

Internal Communications

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Your company is facing a crisis. How do you ensure internal communications align with external messaging?

1

2

3

4

5

6

1 Clear Strategy

2 Open Dialogue

3 Regular Updates

4 Crisis Training

5 Unified Messaging

6 Feedback Loop

Internal Communications

Rate this article

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