Permanent scars, improvisation and new paths forward: communication agency leadership responses to COVID-19

Abstract

Purpose

The purpose of this paper is to provide rich, qualitative insights around internal communication in strategic communication agencies, addressing the evolutions in expectations and best practices for agency leadership through COVID-19.

Design/methodology/approach

Qualitative interview study with 18 US-based leaders of public relations and advertising agencies to examine their experiences of leading and managing strategic communication teams during COVID-19.

Findings

Synthesized findings around changes in leadership values and important facets of ongoing internal crisis communication led to the development of the following five categories—Improvisation and Flexibility, Transparency and Trust, Ownership and Embodiment, Care and Empathy, Relationships and Resilience.

Originality/value

Using a high-value sample, the study is the first (to the best of the authors' knowledge) to focus on the crucial context of agencies and internal communication around COVID-19; diversity, equity, and inclusion (DEI); and other pandemic-era challenges. It provides theoretical implications around ongoing, internal crisis communication and practical implications for agency leaders in crisis.

Citation

Capizzo, L., Nzau, T., Oduolowu, D., Duffy, M. and Brengarth, L. (2024), "Permanent scars, improvisation and new paths forward: communication agency leadership responses to COVID-19", Corporate Communications: An International Journal, Vol. 29 No. 3, pp. 362-383. https://doi.org/10.1108/CCIJ-05-2023-0079