In the Eye of the Storm - A Qualitative Study on Changing Information Flows' Effect on Internal Crisis Communication in Swedish Hospitals

Abstract: Internal crisis communication is an under-researched area crucial to understand. At the same time, digital development provides new means for organisational communication and information. This study examines how changing information flows, caused by digital media and the digital age, affect internal crisis communication. The paper studies the question by investigating the healthcare industry during the Covid-19 pandemic due to its adverse impact on the industry. A qualitative study on 12 healthcare workers in Swedish hospitals provided the basis for the analysis. Kotler's communication model and an integrated framework combining internal crisis communication and sensemaking were used to understand and analyse the interaction and functionality of information flows during crisis. Findings from the cross-sectional study present several effects on internal crisis communication caused by information flows: changing information does not affect types of media used, management does not adapt the communication at the same rate as the information flow changes; increasing information flows create a feeling of distance when the relative part of personal interaction is reduced; changing information flows put more responsibility on the worker to actively seek out information, which often seems to be from external sources not controlled by management; increasing number of information sources and flow indicates a higher degree of information and hinders the process for shared meaning. This thesis helps managers to further understand the importance of internal crisis communication, the significance of involving employees in the communication process, and the implications changing information flows have on internal crisis communication. The results aids in increasing the understanding of what aspects are necessary to focus on when digital channels disrupt traditional crisis communication theories, as a guide to what measures are needed to facilitate an effective crisis response.