One of the biggest challenges for companies during the pandemic was understanding how the working from home new reality was affecting their overall performance and culture. Most of the cultural statements were happening on digital channels and companies started to play a significant role in keeping the employees safe and informed.

Based on the development and implementation of new measurement and evaluation of internal communication product and using real data from buho tm, this presentation walks the audience through understanding how the pandemic gave us the chance to prototype and prove the importance of understanding how the internal comms efforts are supporting the strategy in uncertain times.

The storyline will focus on our key findings on:

• The internal and external comms function merge trend.
• How the “Job to be done” is similar across internal and external communication.
• Which are the relevant variables to understand the context and impact of the internal comm efforts?
• The importance of corporate culture and employee engagement on building an internal reputation.
• How internal communication actions can support the PR strategy and reputation.
• What types of insights and recommendations help those responsible for internal comms to make decisions aligned with the company’s performance.
• The increasing relevance of internal communications measurement on a remote work reality.

The final part of the presentation will propose a discussion on why these findings are relevant to PR, how employees are potential spokespersons with the power to affect or endorse the company’s reputation, and why that is a powerful reason to understand and align internal communication efforts with the overall comms and reputation strategy.