Internal Communication and the Efficiency of Enterprises. The Employee Perception of the COVID-19 Pandemic Technological Transformation

In this paper, the author traces the causal relationship between the COVID-19 pandemic and the changes that have gradually been introduced in organisational internal communication since 2019. To make this possible, he briefly presents the relevant notions: the stakeholder approach, internal marketing and business communication model based on efficient business communication standards. All of them are designed to underscore that internal communication in an enterprise is not just a necessity but a competitive asset in itself, being recognised and applied by practitioners. The COVID-19 pandemic has explicitly shown that while organisations could not follow the guidelines offline, they were forced to make up for it online. Accordingly, the idea is confronted with the statistical data collected by three recognised institutions (Eurofound, Eurostat and Gallagher Communication). They examined six parameters in total, which can be encompassed under the umbrella of printed and digital communication streams. Although the modalities involved both traditional and innovative approaches, the latter category seems to have gained a significant advantage, proving its effectiveness.