At our most recent Meet the Author session, we were joined by crisis communication expert Alison Arnot for an engaging and practical discussion on how organisations can better prepare for, respond to and recover from moments of crisis.
Why Internal Communications Must Lead in a Crisis
Crisis situations affect employees most directly they feel the disruption, emotion and uncertainty in ways external stakeholders often do not. Internal audiences should never be treated as an afterthought. Effective internal communication is essential to organisational resilience, reputation management and long‑term recovery.
The 7S Framework for Internal Crisis Communication
Alison has developed a practical model to aid the evolving human and organisational needs during a crisis.
1. Surviving
Prioritising safety and protecting people from immediate harm. Clear, calm communication is crucial in the earliest moments.
2. Supporting
Providing practical, emotional and psychological support. People experience crises differently and compassionate communication helps to rebuild stability.
3. Sensemaking
Helping employees understand what has happened, why it has happened, and what it means for them. This reduces panic and prevents misinformation.
“In a crisis, our first responsibility is to stop the harm spreading through clear, direct communication. But information alone is not enough. Organisations must then create space for two-way dialogue, so employees can make sense of what is happening and step forward with solutions.” Alison Arnot
4. Stabilising
Restoring essential functions and reassuring people about roles, responsibilities and next steps.
5. Stimulating
Re‑energising teams and encouraging recovery efforts once initial stability is restored.
6. Sustaining
Maintaining momentum while avoiding burnout. Consistency and clarity are key here.
7. Strengthening
Embedding lessons learnt, improving processes and building future resilience.
Bringing Leaders with You: The Role of Storytelling
Leaders often hesitate to communicate during a crisis, and this can create significant challenges for organisations. As communicators, we play a vital role as storytellers using real examples of both effective and ineffective crisis responses to demonstrate the importance of timely, transparent communication. By highlighting the consequences of silence and the benefits of proactive engagement, these stories help build trust and give leaders the confidence to communicate clearly and decisively.
“Leaders often want to move straight to fixing the problem. But human needs must be understood and addressed before we ask people to go the extra mile in difficult or traumatic circumstances. Employee trust, support, action and advocacy follow when leaders prioritise safety, clarity and sensemaking.” Alison Arnot
Measuring Crisis Communication Effectively
Success in crisis communication is not defined by metrics alone; it is about clarity, alignment and employee trust. Effective communication means taking into account:
- Employee feedback and sentiment
- How quickly messages reached the right people
- Whether communication reduced confusion
- Employee confidence in leadership decisions
- The organisation’s ability to continue functioning effectively
These indicators provide a more human, meaningful view of communication impact.
What It Takes to Succeed in Crisis Communications
For those considering a career in crisis communication, the qualities that matter most include:
- Remaining calm and composed under pressure
- Strong writing and messaging skills
- Emotional intelligence and empathy
- The ability to advise and influence senior leaders
- Quick, strategic decision‑making
Crisis communication blends strategy, clarity and humanity into a combination that helps organisations navigate uncertainty effectively.
Explore Alison’s Work Further
To dive deeper into these themes, Alison’s book Internal Communication in Times of Crisis: How to Secure Employee Trust, Support and Advocacy in Crisis Situations is available via Kogan Page and all good bookstores.
What Is Meet the Author?
Hosted by VMA Group’s Andrew Harvey Meet the Author is a welcoming and collaborative event series that brings together professionals to explore the latest thinking and research from leading authors.
