We often focus only on the external side of crisis communications, however the internal component is just as, if not more, important…and often overlooked.

1. Crisis Communications from
the Inside Out
By: Kornel Bohm | March 30, 2015 | 0
By Kornel Bohm
We often focus only on the
external side of crisis
communications, however the
internal component is just as, if
not more, important…and often
overlooked.
Employees of an organization are the most important
protectors and brand advocates and protectors of
corporate reputation.
It is they who—with their hands-on presence, call
center activity, and use of social media—personify the
company in the eyes of the public opinion.
Whether you like it or not, employees are a major
component of any crisis communications. Therefore
must also be part of an effective crisis communications
plan.
The Golden Rules of Internal Crisis
Communications
To be able to truly count on the support of employees
during a crisis, an organization must focus on a few
golden rules or crisis communications before, during,
and after a crisis occurs.
Before a crisis, and as an on-going practice, a
company should treat employees with:
Truthfulness. Open, frank communication within
the organization is expected at all times. Every
day communication is crisis communications
because it helps develop a sense of trust and
consistency among employees. Unpleasant
topics need to be covered just as truthfully as a
newsletter packed with positive items of news.
By creating two-way forums of open
communication you can build trust. And that trust
will transfer over during time of crisis.
1.
ShareShare 8
Crisis Communications from the Inside Out by @spindochu Spin Sucks http://spinsucks.com/communication/crisis-communications-inside-out/
1 / 4 2015.03.30. 21:54

2. communication you can build trust. And that trust
will transfer over during time of crisis.
Transparency. Clear operation of a company is
an evident demand from the public and its
employees. Its functioning should
be well-defined, ethical, and abided by so the
majority won’t doubt the innocence of the
company or at least its good intentions at the
time of a crisis that might threaten with loss of
reputation.
2.
Loyalty. Naturally, loyalty towards an employer
cannot be established from one day to the next.
Both parties have a lot to do in order to achieve
commitment and trust. On the employer’s side, a
correct assessment of achievement, ensuring
possible promotion, ethical conduct, and CSR
programs are all acts that can increase a sense
of loyalty. Committed employees will—even in
the event of trouble—stand by the organization
and help defend and restore the company’s good
name.
3.
Crisis Communication in Real-Time
During a crisis, proper crisis communications with
employees can help reduce the effects of the crisis and
advance the speedy recovery of a company.
The golden rules of internal crisis communications at
this stage include:
Direct information. Employees should duly
expect to receive information directly from their
employer rather than from journalists or social
media. The lack of a creditable and timely
briefing on the part of the management can
generate huge amounts of frustration, especially
if a client broaches the issue of a crisis first. A
sincere and swift channel of internal information
and crisis communications is of key significance
at the very moment of the outbreak of a crisis.
Remain cool and collected. The outbreak of a
crisis naturally triggers uncertainty, fear, and
frustration in employees. At such times public
attention is heightened as well, giving
way—beyond fear and confusion—to other
emotions and phenomena such as gloating,
indignation, “disaster tourism,” or muck-raking. It
is important, therefore, that both the employees
and the public receive an explanatory briefing as
Crisis Communications from the Inside Out by @spindochu Spin Sucks http://spinsucks.com/communication/crisis-communications-inside-out/
2 / 4 2015.03.30. 21:54

3. is important, therefore, that both the employees
and the public receive an explanatory briefing as
to the causes producing the crisis, possible
consequences, and their feasible handling.
Guidance. Employees expect the management
to have a plan for solving the crisis. Even if there
is an element of the uncertain on the
management’s side regarding the handling of the
situation this should on no account be part of the
internal or the external crisis communication.
Learning from Crisis
Crises come and go and of course we try to be
bettered by the events hitting our organization.
Were we to fail to draw these lessons we would miss a
chance to learn and make progress.
Adequate internal crisis communication can play a vital
role in this.
Drawing the lesson. Don’t allow the experience
of crisis to slip away, leaving only damage
behind. Weigh the balance jointly with your
colleagues and make the necessary
amendments in the work process and company
policies, alike. Incorporate these lessons in the
crisis scenario script. The public also has to be
informed of the fact that the company has done
everything in its power to counteract the damage
and has drawn the adequate conclusions from
the incident.
Restoring reputation. Regaining the good
name and esteem of an organization is a slow
and energy-demanding task. The help of loyal
workers is as necessary as it is during the
handling of the crisis. With the assistance of
employees through slow and consistent work
and crisis communication, good reputation too
can be gradually regained in the public eye.
Business as usual. Having deflected the crisis,
endeavor to get back to your daily routine
and—bearing in mind the lesson to be learned
—leave the crisis behind.
What policies do you have in place to engage
employees and practice effective internal crisis
communications?
A version of this post was published in PRNews’
Crisis Communications from the Inside Out by @spindochu Spin Sucks http://spinsucks.com/communication/crisis-communications-inside-out/
3 / 4 2015.03.30. 21:54

4. View all posts by Kornel Bohm → Blog
Twitter
communications?
A version of this post was published in PRNews’
Employee Communications Guidebook Vol5
Photo credit: Creative Commons
About Kornel Bohm
Kornél Bőhm is a crisis communication
expert based out of Hungary and founder
of Spindoc Communications Network
Crisis Communications from the Inside Out by @spindochu Spin Sucks http://spinsucks.com/communication/crisis-communications-inside-out/
4 / 4 2015.03.30. 21:54