This crisis brought about by the coronavirus pandemic provided internal communication the space to play a strategic role. That insight preceded the pandemic. Dewhurst and Fitzpatrick (2019) refer to internal communication as a behaviour driver and asset grower of an organisation, along with being a content producer and supporter/facilitator.
As far as crises are concerned, the coronavirus pandemic is like no other. At the onset of the pandemic, employee trust in leaders was low (Syed 2020). As the workplace moved to a virtual space, traditional command-and-control leadership could not function effectively.