What is the impact of media coverage of an organization on its employees? Does the impact increase at the time of an organizational crisis? Recent research shows that employees are affected by media coverage on a critical issue about their employer and the effects may vary based on three factors.
Interviews of employees from 14 different organizations that had been subject to critical media coverage due to a crisis situation were conducted. Both non-profit and for-profit organizations were included in the study representing different sectors like retailing, transportation, manufacturing, public institutions, the media, health, and energy sectors. The study explored how the employees receive mass media content at the time of a crisis and whether the negative media coverage of an organization impacted employees’ media awareness, and cognitive and emotional reactions. The study highlights three aspects to better understand the context of critical media coverage of an organization on its employees:
Internal Communication: The study found that if internal communication is transparent and quick, employees don’t have to search for information externally. Although, mass media is an important source of information, internal communication can help employees be better informed about the issue instead of relying on media content.
Internal Discussion between Colleagues: The data indicates interpersonal conversations with colleagues are also important for obtaining information and coping with the situation as colleagues are seen as an important source of information and support during the critical situation. Internal discussions with colleagues seem to function as a unifying element and a way to cope with the situation.
Organizational Identification: The study signifies that negative effects of the media coverage on employees vary with the employees’ level of organizational identification. Employees with high organizational identification exhibit emotional reactions, such as helplessness or shame, and a tendency to defend their employer. Whereas employees with low organizational identification instead of feeling bad and defending their organization may not care about the organization or the critical situation.
The study found three key sources of information for employees at the time of a crisis- the Internet, intranet, and conversations with colleagues. To summarize; a better-informed employee will be able to cope better with the crisis situation and will have a greater tendency to defend their employer. The research has implications for organizations to practice open and constant internal communication with employees during a crisis to stabilize the organization in critical situations.
The full results of the study, authored by Christine Korn and Sabine Einwiller (Department of Communication, Johannes Gutenberg University, Mainz, Germany), can be purchased from Emerald Insight.
Dr. Sarab Kochhar works as the Director of Research for the Institute for Public Relations.
In a situation where employees lack the comfort of working in a conducive environment, and still adapt in time of crisis, isn’t there a tendency that the image of the organization is at risk? A better informed employee “might” cope with the crisis situation or get provoked instead and probably go public.
Thanks Leonard for your comment. I agree that a positive and healthy work environment is important for employees and one of the key characteristics of a positive work environment is good communication and how information is shared and exchanged within the organization.