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Table 20.1 Responses of senior-level, US PR and corporate communication professionals to the
question: ‘Do you agree the events of September 11, 2001, changed how your company
communicates’ (%)
Strongly Agree Uncertain/ Disagree Strongly Mean
agree no opinion disagree
Responses from survey
of October 2001 19 50 6 23 3 3.59
Responses from survey
of March 2002 17 50 17 17 0 3.67
Note: Mean scores were calculated on five-point, Likert-type answer scales ranging from ‘1’ for ‘strongly disagree’ to ‘5’ for ‘strongly
agree’. Consequently, in this and all subsequent tables, the higher the mean score, the greater the agreement
the March mean score is slightly larger. Openended
comments related to this first research
question clearly suggest these changes will
alter many aspects of future internal and
external communication.
As far as internal communication is concerned,
immediately following the September
attacks a number of companies reviewed
their employee communication practices and
policies in an attempt to develop methods
that could help get information to employees
more quickly. Results of the March follow-up
survey provide every indication this trend is
continuing. Respondents to both surveys
pointed out more information is being
demanded by employees, and some companies
stress these employees now want it
delivered in the most expedient fashion. This
is forcing a number of organizations to reconsider
traditional internal communication
printed documents such as brochures and
newsletters in favour of email and intranet
delivered information. Respondents to the
March survey particularly stressed they have
seen an increased interest in disseminating
internal information regarding security issues
more frequently and more expeditiously since
the September 11 attacks.
Although neither as extensive nor as
immediate, a number of companies also
made changes in how they communicated
externally as a result of September 11. As one
senior-corporate officer said, September 11
‘has put many issues in a different perspective’.
Another pointed out, ‘The tone of communications
will be balanced against a
backdrop of daily reminders about how precious
and fragile freedom is.’ Several March
survey respondents stressed the terrorist
attacks appeared to serve as the catalyst to
help corporate officers recognize the importance
for organizations to have and maintain
open channels of communication. Both sets
of survey responses contained comments predicting
companies will be facing reduced
levels of urgency around certain issues, petty
matters, and small agenda items. Some anticipate
American business will show, ‘a much
stronger resolve to succeed in the face of a
difficult economy as a way of not letting
terrorism win’.
In terms of specific communication channels,
respondents to both waves of the study’s
survey suggested internet and intranet systems
were becoming more important because
they have the ability to enhance information
dissemination more quickly and more efficiently
than other communication media.
Others pointed out corporate PR and communication
professionals now are making
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors