Strategic responses to crisis: how major corporations faced the COVID-19 pandemic

Résumé

Abstract

This qualitative study examines the dynamics of managerial discourse during the COVID-19 pandemic and analyses how leaders from different sectors adapted their communication strategies to the new challenges posed by the crisis. Using NVivo software, the study examined 120 letters from 30 companies from 2019 to 2022, focusing on leaders' strategic communication adaptability, responsiveness to stakeholder needs, and intentional use of emotional language. The results show that leaders have largely adopted the flexible and adaptive communication strategies needed to maintain business continuity, build resilience, and enhance organizational sustainability during a pandemic. Importantly, executive communication is not limited to responding to urgent business challenges. Leaders effectively used emotional language to build empathy and reassure stakeholders, emphasizing themes such as empathy, resilience and looking to the future. This study highlights the important role of strategic communication in crisis management. By incorporating an emotional element into their discourse, leaders can build a deeper connection with stakeholders, creating trust in the face of uncertainty. The study also offers valuable insights into effective leadership practices that can help build resilient organizations that can weather turbulent times and thrive. In summary, the analysis shows how strategic communication can shape stakeholder perceptions and organizational narratives in times of crisis and provides a model for leaders to develop their crisis management capabilities. By emphasizing the importance of adaptability, stakeholder focus, and the integration of emotional intelligence into leadership practice, this study contributes to the broader debate on crisis communication strategies. As organizations continue to face global challenges, these insights are critical to developing sound leadership structures that not only respond effectively to crises, but also pave the way for continued organizational growth and stability.

Keywords: COVID-19, strategic adaptability, organizational resilience, emotional language