The Role of Internal Communication Strategies in Print Media Organizations During Health Crises in Uganda

Abstract

The purpose of the study was to examine the role of internal communication strategies in media organizations during health crises. This study employed a qualitative research method, specifically semi-structured interviews to collect data from eleven purposely selected participants. The research followed an interpretivist paradigm, allowing for an in-depth exploration of how internal communication strategies were used in media organizations during health crises. The study was guided by the Situational Crisis Communication Theory, and data was collected from The New Vision employees, including managers, editors, and reporters, who directly experienced the crisis. The findings revealed the pivotal role digital tools play in communication, especially during a crisis, and the importance of keeping staff engaged during a crisis with empathetic messaging. The study revealed an organizational and managerial disconnect that occurred during a crisis, resulting in a misalignment of internal communication. Lastly, the findings revealed crisis-induced uncertainty, stemming from the ambiguity of internal communication. The study has made a significant contribution to our understanding of media organisations since it highlights the internal communication challenges they face and offers pragmatic solutions, which can be used to address them during a crisis.