Employee Communications ~ 9 min

Internal Communication In Times of Crisis : The Key to an Effective Strategy

In a crisis, communication takes on a whole new importance. In this blog post, you’ll learn how to leverage targeted newsletters and “must-read” content to ensure your message gets through.
Communication Team, Experts in Internal Communication, Sociabble
Communication Team Experts in Internal Communication

In the world of business, a crisis can take many forms, from public health concerns to natural disasters to a sudden spate of negative publicity. All of which can put a strain on the normal functioning of an organization. So what’s the key to weathering a crisis? Strong and effective communication, so employees get the critical information they need and that business can function in the safest and most secure way possible. 

And two crucial tools to help make this happen, to ensure internal communication in times of crisis, are targeted newsletters and “must-read” content, both of which ensure that vital updates get through. In this article,we’ll discuss these two solutions and show how a communication platform like Sociabble makes executing them simple and effective.

Internal Communication in Times of Crisis

There are moments in the life of every company when outside stresses put pressure on the normal functioning of its various departments. When these stresses are especially pronounced, in a way that potentially jeopardizes business, it can be considered a crisis. Health alerts, extreme weather, a legal problem, a rush of negative publicity that endangers an organization’s reputation–any of these could constitute a crisis situation. 

During such moments, internal communications take on a fresh importance. Indeed, internal communication in times of crisis takes on a totally new role. Employees will often be confused, and possibly even misinformed about what is going on. Strong, clear, effective internal communication within the organization is essential to keeping employees aware of what’s happening, able to function, and in extreme cases, even safe from potential harm. 

But executing this kind of internal communication in times of crisis is easier said than done. Employees may be flooded by news and internet gossip, much of which is not always accurate. They may feel lost, and unsure of what steps to take; external communications may cause even more confusion, especially for remote employees. And it is not always easy targeting them on communication channels and ensuring that they receive the updates that they need. Which is precisely when tools like targeted newsletters and “must-read” content come into play.

What is a business crisis?

A business crisis is any urgent situation that can carry risks regarding a company’s reputation, profitability, or employee safety. This could include a faulty product, a sudden crash in stock value, a health crisis, or any other unexpected situation that adds significant risk to the equation and demands immediate crisis communication.

The Role of Targeted Newsletters in Effective Internal Communication in Times of Crisis

It’s a simple truth: effective crisis communication hinges on the ability to disseminate vital information quickly and accurately–to external stakeholders, yes, but more importantly, to an organization’s own employees. During a crisis, every second counts, and the way information is shared can significantly impact the outcome. This is where the Sociabble platform’s targeted newsletter feature becomes a crucial tool, and part of a company’s crisis communication plan.

Utilizing Sociabble’s Targeted Newsletter Feature

In a crisis, generic communication is less effective. Accurate information must reach specific groups within the organization who are affected by or can act on the crisis. Sociabble’s targeted newsletter feature enables companies to create customized newsletters quickly, directed at specific employee segments. This precision ensures that relevant information reaches the right people without causing unnecessary alarm or confusion, and that employees support the plan in place. 

Crafting Effective Newsletters in a Crisis

During a crisis, the content of a newsletter must be clear, concise, and actionable. It should avoid jargon and present instructions or information in a straightforward manner. The use of bullet points, headings, and bold text can help highlight critical elements. Including links to more detailed resources or contacts for further assistance is also beneficial as part of the organization’s response across communication channels.

Real-life Applications and Case Studies for Internal Communication in Times of Crisis

Practical examples of how targeted newsletters have been used effectively in crisis scenarios can provide valuable insights. For instance, companies used Sociabble’s newsletters to guide employees through the Covid-19 health crisis, providing safety instructions, updates on office closures, or resources for assistance. One company even relied on Sociabble during a cybersecurity breach (more about that later), using targeted newsletters to inform specific departments about data security measures and immediate actions required.

In short, the role of targeted newsletters in crisis communication is pivotal. With Sociabble, companies can ensure that critical information is not only disseminated swiftly but also reaches the appropriate audience, which can make a significant difference in managing a crisis effectively. The use of this tool demonstrates a commitment to employee well-being and operational resilience, key factors in maintaining trust and stability during challenging times, when an organization’s reputation is at stake and leaders must respond quickly.

Branded Mobile App Newsletter

The Power of Must-Read Content During a Crisis

In times of crisis, ensuring that critical information is seen and understood by employees is paramount–the first priority. This is where Sociabble’s “must-read” content feature becomes an invaluable asset.

Why? Because it helps organizations ensure that essential communications are not lost in the shuffle of daily information flow but are prominently visible and recognized for their urgency and importance. Sociabble makes this possible, rendering “must read” content a critical component of any internal communications crisis plan. 

Understanding “Must-Read” Content on Sociabble 

“Must-read” content on Sociabble is designated as high-priority information that demands immediate attention from employees. This feature ensures that crucial updates don’t get buried under routine communications. During a crisis, this tool can be used to highlight safety protocols, emergency contacts, operational changes, or any vital information that requires immediate employee action or awareness.

The option is there so that the content always stays at the top of the feed, and also presents with mandatory click capabilities to make sure employees select and read the update. Here are things to keep in mind when crafting a “must-read” message as part of your crisis communication plan.

Examples of Must-Read Content in Crisis Situations

The type of content classified as “must-read” will vary depending on the nature of the crisis. For example, during a natural disaster or health emergency, “must-read” content may include safety advisories, policy changes regarding remote work, or guidelines for maintaining a secure workplace. Accurate communication is part of a successful response, during a global crisis, or even a local one.

In contrast, a technical crisis like a data breach might see “must-read” content focusing on immediate security actions employees must take, such as changing passwords or securing sensitive data. This should be considered as part of your internal communication crisis management plan. In such situations, the need to communicate fast and in a way that employees are sure to understand is paramount.

A good example of this is what happened to the Pierre Fabre Group, a French pharmaceutical and dermo-cosmetic group created in 1962 and based in Castres, in the south of France. The group employs nearly 10,000 people in 43 subsidiaries, marketing medicines, family health products, and dermo-cosmetics. In 2021, the group had sales of €2.5 billion in 116 countries. However, on March 31, 2021, despite a highly secure IT system, the Pierre Fabre Group suffered a cyber-attack with a ransom demand. As a precautionary measure and in accordance with its protocols, the company’s IT system was immediately put on standby to prevent the virus from spreading.

Fortunately, they were able to rely on their Sociabble platform to weather the storm and navigate the crisis. Due to the nature of Sociabble’s “Software as a Service,” their “Blue Voice” Sociabble IC platform, which had only just been deployed in the Group, was neither affected by the attack nor interrupted. And it was on Blue Voice in fact, on a dedicated channel, that numerous “must read” announcements were made to employees: guidelines and best IT practices in infographics, and a Q&A accessible to all. When it came to crisis management and crisis communications, Sociabble filled in the gaps and kept employees connected.

Measuring the Impact of Internal Communication in Times of Crisis

Effective crisis communication is not just about disseminating information; it’s also about understanding how that information is received and acted upon. Specifically, via employee engagement. This section focuses on how organizations can measure the impact of their internal communications throughout a crisis, particularly using Sociabble’s tools and features when crafting an appropriate crisis response as part of their larger crisis management strategy.

Tools and Methods for Measuring Engagement and Reach

  • Analytics Dashboard: Sociabble’s analytics dashboard provides real-time data on how employees interact with crisis communications. Metrics such as open rates, click-through rates, and time spent on content can give insights into internal communication engagement levels across all communication channels.
  • Read Receipts and Acknowledgement Features: Sociabble has features that require employees to acknowledge they have read and understood critical communications. Tracking these acknowledgments can be a direct measure of the internal communication content’s reach and impact as part of employee engagement.

Feedback Mechanisms and Their Importance

  • Surveys and Polls: Implement post-crisis surveys or polls via Sociabble to gather employee feedback on the effectiveness of the communication. This feedback can provide qualitative insights into how well the information met the employees’ needs, and help to gauge employee trust.
  • Comment Sections and Discussion Forums: Encourage employees to use Sociabble’s interactive features when a crisis hits, to ask questions or provide feedback on crisis communications. This can offer a deeper understanding of employee concerns and areas that might require further clarification and the latest up to date information.

A Crisis Management Team Can Rely on Sociabble to Keep Employees Connected

A business crisis can indeed take many forms. One thing that never changes, however, is the importance of clear and effective crisis communication, to keep employees informed and safe under any circumstance. Sociabble is a platform that facilitates precisely this kind of communication, with crisis management features designed to ensure that the workforce is always aware and engaged with what is happening at the company, and that consistent communication is maintained throughout the crisis. 

If you’d like to learn more about how Sociabble can help your organization, we’d love to show you with a free demo. We’ve already partnered with companies like L’Occitane en Provence, Coca-Cola CCEP, and Primark to enhance their communications, and we’d be happy to discuss ways we can do the same for you.

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