Advance Search

Internal communication challenges in corporate South Africa after the COVID-19 pandemic

Lucinda Bella-May Sutton | Bio
North-West University
Tanya Le Roux | Bio
Bournemouth University
Keywords:
Copyright and Licensing:

Copyright (c) 2025 Lucinda Bella-May Sutton, Tanya Le Roux

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Internal communication challenges in corporate South Africa after the COVID-19 pandemic. (2025). Communicare: Journal for Communication Studies in Africa, 44(3), 2-14. https://doi.org/10.36615/8qae9f05
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 1, 2024
  • Published: December 4, 2025

Abstract

The survival of organisations depends greatly on internal communication, but this function faces seemingly incompatible challenges, especially after the COVID-19 pandemic. Relatively little has been published on internal communication challenges in emerging economies and specifically in South Africa, with no research on these issues after the pandemic. To fill this gap, this qualitative longitudinal study inductively identifies internal communication challenges in the South African corporate context after the pandemic. Semi-structured interviews with internal communication practitioners at the Top 500 Companies in South Africa and highly recognised internal communication consultants provide the data. From data collected pre-pandemic, 12 challenges that internal communication functions must deal with were identified, which they grouped into four categories: access to technology, lack of formal communication training, parameters for inclusion of internal stakeholders, and management styles and structures. The longitudinal findings of this study show that many of these challenges are still relevant and even worsened, but new themes on internal communication issues emerged after the pandemic, with a specific focus on employee well-being, little credible information, digital imbalance, and future work structure issues. Suggestions are made on how to mitigate these challenges. Contributions include recommendations for practice and further research.

PDF
PDF

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Acemoglu, D., Gelb, S. & Robinson J.A. (2007). Black economic empowerment and economic performance in South Africa. Retrieved from http://www.treasury.gov.za/publications/other/growth/06-Procurement%20and%20BEE/02-BLACK%20ECONOMIC%20EMPOWERMENT%20AND%20ECONOMIC%20PERFORMANCE%20IN%20SO.pdf
  2. Akhmetshin, E.M., Ilyina, I.A., Kulibanova, V.V. & Teor, T.R. (2019). “Employee engagement” management facilitates the recovery from crisis situations. Paper presented at the Proceedings of the 2019 IEEE Communication Strategies in Digital Society Seminar (ComSDS), 10 April 2019, St. Petersburg, Russia, pp.50–55. https://doi.org/10.1109/COMSDS.2019.8709645 DOI: https://doi.org/10.1109/COMSDS.2019.8709645
  3. Allen, J., Jimmieson, N.L., Bordia, P. & Irmer, B.E. (2007). Uncertainty during organizational change: managing perceptions through communication. Journal of Change Management 7(2):187–210. https://doi.org/10.1080/14697010701563379 DOI: https://doi.org/10.1080/14697010701563379
  4. Ararat, M., Claessens, S. & Yurtoglu, B.B. (2021). Corporate governance in emerging markets: a selective review and an agenda for future research. Emerging Markets Review 48:100767. https://doi.org/10.1016/j.ememar.2020.100767 DOI: https://doi.org/10.1016/j.ememar.2020.100767
  5. Araújo, J. & Pestana, G. (2017). A framework for social well-being and skills management at the workplace. International Journal of Information Management 37(6):718–725. DOI: https://doi.org/10.1016/j.ijinfomgt.2017.07.009
  6. Babbie, E. & Mouton, J. (2001). The practice of social research. Cape Town: OUP.
  7. Bhorat, H., Yu, D., Khan, S. & Thornton, A. (2017). Examining the impact of strikes on the South African economy, 3 July. Mandela Initiative Newsletter. Available from: https://www.mandelainitiative.org.za/the-impact-of-strikes.html
  8. Bryman, A. (2012). Social research methods (4th ed.). New York, NY: Oxford University Press.
  9. BusinessTech. (2018). South Africa has the worst labour relations in the world: WEF. Available from: https://businesstech.co.za/news/business/241897/south-africa-has-the-worst-labour-relations-in-the-world-wef/
  10. Chartered Institute of Personnel and Development (CIPD). (2023). Ensuring health and well-being remains a business imperative post-pandemic. Available from: https://www.cipd.org/uk/views-and-insights/thought-leadership/cipd-voice/ensuring-health-and-well-being-remains-a-business-imperative-post-pandemic/
  11. Chimhandamba, D.G. (2008). Black economic empowerment and firm competitiveness. Master’s dissertation. Pretoria: University of Pretoria.
  12. Du Plooy, G.M. (2009). Communication research: techniques, methods and applications (2nd ed.). Cape Town: Juta.
  13. Ecklebe, S. & Löffler, N. (2021). A question of quality: perceptions of internal communication during the Covid-19 pandemic in Germany. Journal of Communication Management 25(3):214–232. https://doi.org/10.1108/JCOM-09-2020-0101 DOI: https://doi.org/10.1108/JCOM-09-2020-0101
  14. Flick, U. (2014). An introduction to qualitative research (5th ed.). London: Sage.
  15. Holland, P., Cooper, B. & Sheehan, C. (2017). Employee voice, supervisor support, and engagement: the mediating role of trust. Human Resources Management 6(6):915–929. https://doi.org/10.1002/hrm.21809 DOI: https://doi.org/10.1002/hrm.21809
  16. Hood, A. (2019). Seven biggest diversity issues in the workplace. Available from: https://www.thiswayglobal.com/blog/top-diversity-issues-in-the-workplace/
  17. Horlait, D. & Lambotte, F. (2021). The future of internal communication in the light of the events observed during the Covid-19 crisis. ESSACHESS Journal for Communication Studies 14(2):59–80. https://doi.org/10.21409/CME5-WR03
  18. IC Kollectif. (2018). The next level global report: the business value of good internal communication. Montreal: Global IC Report. Available from: https://www.ickollectif.com/the-next-level-report-download
  19. Kalidas, S., Magwentshu, N. & Rajagopaul, A. (2020). How South African SMEs can survive and thrive post COVID-19. Available from: https://www.mckinsey.com/featured-insights/middle-east-and-africa/how-southafrican-smes-can-survive-and-thrive-post-covid-19
  20. Kim, Y., Kang, M., Lee, E. & Yang, S.U. (2019). Exploring crisis communication in the internal context of an organization: examining moderated and mediated effects of employee-organization relationships on crisis outcomes. Public Relations Review 45(3):101777. https://doi.org/10.1016/j.pubrev.2019.04.010 DOI: https://doi.org/10.1016/j.pubrev.2019.04.010
  21. Kim, Y., Meganck, S. & Basnyat, I. (2023). Effects of internal crisis communication during the COVID-19 pandemic: employee perceptions of communication quality, leadership and relational outcomes. Corporate Communications: An International Journal (ahead-of-print). https://doi.org/10.1108/CCIJ-09-2022-0110 DOI: https://doi.org/10.1108/CCIJ-09-2022-0110
  22. Kumar, R. (2014). Research methodology: a step-by-step guide for beginners (4th ed.). London: Sage.
  23. Lee, Y. & Yue, C.A. (2020). Status of internal communication research in public relations: an analysis of published articles in nine scholarly journals from 1970 to 2019. Public Relations Review 46:101906. https://doi.org/10.1016/j.pubrev.2020.101906 DOI: https://doi.org/10.1016/j.pubrev.2020.101906
  24. Li, J. Y., Sun, R., Tao, W. & Lee, Y. (2021). Employee coping with organizational change in the face of a pandemic: the role of transparent internal communication. Public Relations Review 47(1):101984. https://doi.org/10.1016/j.pubrev.2020.101984 DOI: https://doi.org/10.1016/j.pubrev.2020.101984
  25. Liu-Lastres, B., Wen, H. & Okumus, F. (2023). Examining employees’ affective and behavioral responses to internal crisis communication in times of COVID-19. International Journal of Hospitality Management 111:103494. https://doi.org/10.1016/j.ijhm.2023.103494 DOI: https://doi.org/10.1016/j.ijhm.2023.103494
  26. Maritz, G. (2002). The most critical issues facing managers in South Africa today. Acta Commercii 2(1):1–10. https://doi.org/10.4102/ac.v2i1.14 DOI: https://doi.org/10.4102/ac.v2i1.14
  27. Men, L. R. (2021). Evolving research and practices in internal communication. In L.R. Men & A.T. Verčič (Eds.), Current trends and issues in internal communication. Springer International Publishing, 1–18. https://doi.org/10. 1007/978-3-030-78213-9_1 DOI: https://doi.org/10.1007/978-3-030-78213-9_1
  28. Meng, X. & Boyd, P. (2017). The role of the project manager in relationship management. International Journal of Project Management 35(5):717–728. https://doi.org/10.1016/j.ijproman.2017.03.001 DOI: https://doi.org/10.1016/j.ijproman.2017.03.001
  29. Ndhlovu, T.P. (2011). Corporate social responsibility and corporate social investment: the South African case. Journal of African Business 12(1):72–92. https://doi.org/10.1080/15228916.2011,555264 DOI: https://doi.org/10.1080/15228916.2011.555264
  30. Neill, M. & Kang, M. (2023). Call for papers: shifting role of internal communication in an age of turbulence/disruption. Corporate Communications: An International Journal. Available from: https://www.emeraldgrouppublishing.com/calls-for-papers/shifting-role-internal-communication-age-turbulencedisruption
  31. Nutsugah, N. & Anani-Bossman, A. (2023). Development of public relations research in Ghana: a systematic review. Public Relations Review 49(4):102348. https://doi.org/10.1016/j.pubrev.2023.102348 DOI: https://doi.org/10.1016/j.pubrev.2023.102348
  32. Pass, S. & Ridgway, M. (2022). An informed discussion on the impact of COVID-19 and ‘enforced’ remote working on employee engagement. Human Resource Development International 25(2):254–270. DOI: https://doi.org/10.1080/13678868.2022.2048605
  33. PricewaterhouseCoopers (PwC). (2018, March 7). How economic crime is impacting business in South Africa. Entrepreneur. Available from: https://www.entrepreneur.com/article/330407
  34. Qin, Y.S. & Men, L.R. (2023). Exploring the impact of internal communication on employee psychological well-being during the COVID-19 pandemic: The mediating role of employee organizational trust. International Journal of Business Communication 60(4):1197–1219. https://doi.org/10.1177/23294884221081838 DOI: https://doi.org/10.1177/23294884221081838
  35. Rensburg, R.S. (2002). The Bled manifesto on public relations: an African perspective and vision. Keynote address at the 9th International Public Relations Research Symposium held at Lake Bled, Slovenia from 4 to 7 July 2002, 1–19.
  36. Roux, A., Viljoen, D. & Samson, D. (2019). NEDLAC: futures of work in South Africa. Available from: https://nedlac.org.za/wp-content/uploads/2017/10/Futures-of-Work-in-South-Africa-Final-Report-March-2019.pdf
  37. Ruppel, C., Stranzl, J. & Einwiller, S. (2022). Employee-centric perspective on organizational crisis: how organizational transparency and support help to mitigate employees’ uncertainty, negative emotions and job disengagement. Corporate Communications: An International Journal 27(5):1–22. https://doi.org/10.1108/CCIJ-04-2022-0045 DOI: https://doi.org/10.1108/CCIJ-04-2022-0045
  38. Santoso, N.R., Sulistyaningtyas, I.D. & Pratama, B.P. (2022). Transformational leadership during the COVID-19 pandemic: strengthening employee engagement through internal communication. Journal of Communication Inquiry: 1–24. https://doi.org/10.1177/01968599221095182 DOI: https://doi.org/10.1177/01968599221095182
  39. SAP. (2024). What is a hybrid workplace model? Available from: https://www.sap.com/products/hcm/what-is-a-hybrid-workplace-model.html#:~:text=Hybrid%20workplace%20model%20overview,more%20engaged%20as%20a%20result
  40. Sun, R., Li, J.Q., Lee, Y. & Tao, W. (2021). The role of symmetrical internal communication in improving employee experiences and organizational identification during COVID-19 pandemic-induced organizational change. International Journal of Business Communication: 1–29. https://doi.org/10.1177/23294884211050628 DOI: https://doi.org/10.1177/23294884211050628
  41. Sutton, L.B. (2023). A review of internal communication research in South Africa. Communicare 42(2):65–81. https://doi.org/10.36615/jcsa.v42i2.2770 DOI: https://doi.org/10.36615/jcsa.v42i2.2770
  42. Sutton, L.B., Le Roux, T. & Fourie, L.M. (2022). Internal communication in a diverse and developing world context: challenges for corporate South Africa. Communicare 41(2):90–102. https://doi.org/10.36615/jcsa.v41i2.1452 DOI: https://doi.org/10.36615/jcsa.v41i2.1452
  43. Tella, O. (2016). Understanding xenophobia in South Africa: The individual, the state and the international system. Insight on Africa, 8(2):142–158. https://doi.org/10.1177/0975087816655014 DOI: https://doi.org/10.1177/0975087816655014
  44. Tkalac Verčič, A., Verčič, D., Čož, S., & Špoljarić, A. (2024). A systematic review of digital internal communication. Public Relations Review 50(1):102400. https://doi.org/10.1016/j.pubrev.2023.102400 DOI: https://doi.org/10.1016/j.pubrev.2023.102400
  45. Toth, E.L. & Bourlands-Davis, P.G. (2023). Navigating change: recommendations for advancing undergraduate PR education. Available from: https://www.commissionpred.org/navigating-change-report/
  46. Usadolo, S.E. & Usadolo, Q.E. (2019). The impact of lower level management on volunteers’ workplace outcomes in South African non-profit organisations: the mediating role of supportive supervisor communication. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations 30(1):244–258. https://doi.org/10.1007/s11266-018-9970-5 DOI: https://doi.org/10.1007/s11266-018-9970-5
  47. Von Gaudecker, H.M., Holler, R., Janys, L., Siflinger, B.M. & Zimpelmann, C. (2020). Labour supply in the early stages of the COVID-19 pandemic: empirical evidence on hours, home offices, and expectations. IZA discussion paper, No. 13158, Institute of Labor Economics (IZA), Bonn. DOI: https://doi.org/10.2139/ssrn.3579251
  48. Wade, M. & Bjerkan, H. (2020). Three proactive response strategies to COVID-19 business challenges. MIT Sloan Management Review, 17 April. Available from: https://sloanreview.mit.edu/article/three-proactive-response-strategies-to-covid-19-business-challenges
  49. Wijngaards, I., King, O.C., Burger, M.J. & van Exel, J. (2021). Worker well-being: what it is, and how it should be measured. Applied Research in Quality of Life: 1‒38. DOI: https://doi.org/10.1007/s11482-021-09930-w
  50. Yue, C.A., Zhou, A., Page, T.G., Morehouse, J., Capizzo, L.W. & Toth, E.L. (2024). The past, present, and future of internal communication in public relations: a computational review of the emerging literature. Journal of Public Relations Research (ahead-of-print). https://doi.org/10.1080/1062726X.2024.2329543 DOI: https://doi.org/10.1080/1062726X.2024.2329543
  51. Zarraga-Rodriguez, M. & Alvarez, M.J. (2015). Experience: information dimensions affecting employees’ perceptions towards being well informed. Journal of Data and Information Quality 6(2‒3):1–14. DOI: https://doi.org/10.1145/2774223
  52. Zerfass, A., Tench, R., Verčič, D., Moreno, A., Buhmann, A. & Hagelstein, J. (2023). European Communication Monitor 2023. Looking back and ahead: 15 years of research on strategic communication. EUPRERA/EACD. Available from: https://www.communicationmonitor.eu/2023/09/07/ecm-european-communication-monitor-2023/
How to Cite
Internal communication challenges in corporate South Africa after the COVID-19 pandemic. (2025). Communicare: Journal for Communication Studies in Africa, 44(3), 2-14. https://doi.org/10.36615/8qae9f05

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate