The impact of the Covid-19 pandemic. The perception of communications executives in companies: The role and challenges of internal communication

Abstract

The Covid-19 pandemic has tested the role of internal communication (IC) in managing adaptation to change and digitalisation in companies, in the context of a sudden switch to implementing remote working, the reorientation and temporary interruption of activi-ty and mass redundancies. With the aim of analysing the effect of Covid-19 on the assess-ment of corporate communication managers regarding the business environment and the challenges faced by IC departments in Spain, a statistical analysis compares data collected in 2018 and 2020 (N=118 and N=69 respectively) on the perceptions of members of Dircom (Asociación de Directivos de Comunicación) [Association of Communication Executives]. In addition, a systematic analysis of the 2020 open questions is carried out. The results highlight an improvement in the perception that investment in IC is suffi-cient during the pandemic, although it remains among the worst rated aspects of the business context. Managing digital and media developments, linking IC with corporate strategy and strengthening the role of communication in decision-making are the greatest perceived challenges, with no changes due to Covid-19. On the other hand, the majority of the respondents believe that Covid-19 is having a positive influence on IC, showing its importance for the proper functioning of the business during the pandemic, with an increase in its actions. More than half of the respondents appreciate that IC has driven business values and changes in the way these departments operate; two-thirds have learned lessons for their business; and almost three-quarters perceive that the incorpora-tion of audiovisual and on-line media will continue