IABC Crisis Communications SIG: Inside Out: Aligning Internal and External Comms in a Crisis

How do communicators balance the inside and outside worlds of a crisis – keeping employees informed, engaged, and aligned while managing external audiences, including media and stakeholders? This session will unpack what “inside-out” really looks like in practice, how trust and consistency are built under pressure, and how internal choices can shape an organization’s external response.

Discussion questions

1. How can communicators ensure internal messages prepare and empower employees before external announcements are made?
2. What happens when internal and external narratives drift apart – and how can that misalignment be repaired?
3. How do organizations strike the right tone and timing when employees and the public learn about a crisis simultaneously?
4. What practical approaches help leaders maintain trust, morale and authenticity inside while managing reputation outside?

We look forward to another candid, interactive discussion as we continue building a global SIG community of crisis communication professionals.