Companies commit huge amounts of time, manpower and money to conduct effective public relations crisis programs and maintain their positive reputations. However, many fail to engage, potentially, their most powerful public relations crisis engines available -- their own employees.
Too many companies fail to recognize their employees' ability to provide support as their organization's best ambassadors. Every public relations crisis initiative -- and especially every crisis communications plan -- should include a sup-plan to inform employees and other internal audiences prior to going public with news and important information.

In-person briefings show your concern for employees more pointedly than a memo or newsletter. However, written communications are often the only option. Prepare your employees with key facts so they can step up as knowledgeable public relations crisis advocates. Engage their collective voice in support of your organization's strengths, objectives and mission.

It is beyond your control, but every employee becomes a company spokesperson -- good or bad -- when they talk to their families, friends and associates. What they say and the impressions they make regarding your organization are determined largely by the amount and quality of information you give them.

For example, if your company is planning to introduce a new product, your employees should know everything about the product's features and benefits at the time of the introduction. Or if your company is advocating certain legislation, employees should know how it would benefit them and your organization.
Including your workforce in the information loop is important because it:
Enables employees to describe knowledgeably your company's products and services and its point of view on major issues.

Spares employees the belittling experience of first hearing company news from outside sources. You don't want your employees' initial exposure to true or alleged facts to occur via the news media, an Internet blog or a relative.

Enables you to explain to employees how your public relations crisis department works with reporters to develop relationships, pitch ideas, contribute background information and facilitate the inclusion of your executives' quotes in news stories. Employees and others may have no idea of the strategy, effort and professionalism required to deliver high visibility public relations crisis.
The importance of keeping employees abreast of company developments applies to virtually every circumstance. But it is particularly important when you anticipate a major news story -- positive or negative. Preparing employees for such a story gives them time to discuss it, ask questions and absorb the facts then knowledgeably present your company's point of view when the piece goes public.

By keeping your employees in the information loop and arming them with accurate and current information, you enable them to reinforce your company's mission, advocate its strengths and objectives and help to burnish the company's positive reputation.

Source: Brian R. Salisbury link