The internal audience.
WHY IT BELONGS IN THIS CATEGORY
Staff are the most credible source of information about a business, and they talk.
WHAT THEY NEED TO KNOW
What is happening and why What it means for them What is expected of them What they should say if asked
WHY THAT LAST POINT
They are asked constantly and they answer with whatever they believe.
WHAT TO TELL THEM
Before external audiences, wherever possible.
WHY
Learning about their employer from outside is damaging.
WHAT TO DO ABOUT DIFFICULT NEWS
Tell them directly, honestly and early.
WHAT TO AVOID
Announcing bad news at the end of a week Allowing rumours to circulate Telling some people and not others
WHY RUMOURS MATTER
They are always worse than the reality, and they are the default.
WHAT TO ESTABLISH
A reliable channel people actually see.
WHAT CHANNELS TYPICALLY WORK
Briefings in person Team meetings Whatever messaging platform is already used
WHY IN PERSON FOR SIGNIFICANT NEWS
It allows questions, and it demonstrates seriousness.
WHAT TO PROVIDE
An opportunity to ask.
WHAT TO DO ABOUT QUESTIONS YOU CANNOT ANSWER
Say so, and say when you will.
WHAT TO AVOID
Promising outcomes you cannot guarantee.
WHAT TO ESTABLISH DURING A CRISIS
Frequent updates, even where there is little to report.
WHY
Silence generates anxiety and speculation.
WHAT TO RECOGNISE
That staff communicate your reputation constantly, whether or not you manage it.
