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No34.1 - Crisis Communication Strategies for Internal Communication

Updated: Sep 3, 2023

This blog post forms part of a series, see here for the first one.

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In the ever-changing landscape of business, crisis situations can emerge unexpectedly. In such times, maintaining effective internal communication is crucial to ensuring that employees are informed, engaged, and aligned with the company's response strategies. This blog post explores the power of storytelling in internal communication during crises and how it can enhance your crisis communication strategies.

The Role of Storytelling in Crisis Communication

Storytelling has an innate ability to connect with people on an emotional level, making it a powerful tool in crisis communication. Amid uncertainties, employees need a sense of clarity and purpose. Craft narratives that not only convey information but also evoke empathy, fostering a sense of unity and shared purpose.

Ensuring Consistency and Transparency

During a crisis, rumours and misinformation can spread rapidly, undermining trust and causing confusion. Incorporate consistent and transparent messaging throughout all communication channels. Use storytelling elements to reinforce key messages and debunk misconceptions, fostering an environment of trust and credibility.

Empowering Employees Through Communication:

In a crisis, employees often seek guidance and reassurance. Leverage storytelling to share real-life examples of how colleagues are contributing to overcoming challenges. Highlight the company's commitment to employee well-being and safety, showcasing unity and resilience.

  1. Real-time Updates and Engagement: Incorporate real-time updates through various communication platforms, ensuring that employees are well-informed about the evolving situation. Use storytelling to narrate the progress made and the collective efforts driving positive change, keeping employees engaged and motivated.

  2. Humanizing Leadership Communication: Leadership plays a pivotal role in crisis communication. Humanize leadership messages through storytelling, demonstrating empathy and understanding. Share personal experiences of leaders, illustrating their commitment to guiding the organization through challenging times.


Incorporating storytelling into crisis communication strategies can transform how organizations navigate challenges. Effective storytelling fosters a sense of community, clarity, and confidence among employees, reinforcing their connection to the company's mission. By harnessing the power of storytelling, organizations can build stronger bonds and emerge from crises stronger than ever.

We hope you found this exploration of crisis communication strategies valuable. If you're looking to enhance your internal communication efforts during crisis situations, our experts are here to assist you. Contact us today to learn more about how we can help you establish effective communication practices that build resilience and trust within your organization.



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