The Chartered Institute of Public Relations (CIPR) has introduced a new resource aimed at helping organisations communicate more effectively with their own people during times of crisis.
The guide, Internal Crisis Communication, has been written by crisis specialist Alison Arnot and is available exclusively to CIPR members. It sets out practical steps for engaging employees, contractors and other internal groups before a crisis hits, throughout the disruption, and during the recovery phase. The publication argues that staff who are well‑informed and supported are essential to limiting damage and restoring stability.
A key element of the guide is a seven‑stage model that maps the changing needs of organisations and their people as a crisis unfolds. It offers advice on shaping messages, selecting communication channels, involving different internal voices and adjusting plans as circumstances shift.
CIPR President Advita Patel, said the new guidance reflects the central role employees play when organisations face difficult moments. “When an organisation faces a crisis, it is the people inside it who feel the impact first and who play the biggest role in its recovery,” she said. Patel added that the framework is designed to help communicators maintain trust and support colleagues through uncertainty.
The guide joins CIPR’s collection of skills guides, which provide members with tools and insights to strengthen professional practice across the public relations industry.