There was a time when we assumed our communication with internal and external audiences could be neatly compartmentalized. It was simple (we thought): One message for employees, another message for external stakeholders. Even in the pre-digital era, of course, that assumption was mistaken.
While we need to tailor our messages to specific audiences, we also have to expect that those messages will be shared. I still recall the reaction when employees at a company I worked for first heard about ‘bad news’ in the Wall Street Journal. We were disappointed and dismayed. Trust in the company’s leadership took at hit.
The emotional dimension of brand
The fact is that an organization’s brand often ‘lives’ in the hearts and minds of its stakeholders, internal and external.