1st Edition

Internal Communication and Employee Engagement A Case Study Approach

Edited By Nance McCown, Linjuan Rita Men, Hua Jiang, Hongmei Shen Copyright 2023
    392 Pages 13 B/W Illustrations
    by Routledge

    392 Pages 13 B/W Illustrations
    by Routledge

    This book aims to explore the connection between internal communication and employee engagement in both educational and business settings. Through the collection of chapters contributed by leading public relations, communication, and management scholars as well as seasoned practitioners, readers will gain new insights into current issues in internal communication and employee engagement through a series of real-world case studies analyzing current issues and offering best practices in internal communication and employee engagement in specific industry and organization settings.

    Learning outcomes and discussion questions for both classroom use and business strategizing round out each chapter, providing a springboard to further inquiry, research, and initiative development in these intricately intertwined areas so crucial to employee satisfaction and organizational success. This makes Internal Communications and Employee Engagement an ideal resource for the intended audience of scholars, students, internal communication managers, and organizational leaders

    Table of Contents




    Section 1: Leadership & Trust

    Chapter 1

    HOPE International: A Case Study in Nonprofit Employee Engagement through Internal Communication, Leadership and Culture

    Nance McCown

    Chapter 2

    Exploring Internal Communication, Employee Engagement and Trust within a Government Contractor: A Case Study

    Laura L. Lemon

    Chapter 3

    Leading Institutional Change through Digital Communication: A Case Study on the Launch of the U.S. Army Combat Fitness Test

    Marc Vielledent and Chase Spears

    Section 2: Organizational Change

    Chapter 4

    Interdisciplinary Approaches in Internal Communication to Effect Successful Organizational Change: Leveraging Agile Project Management and Behavioral Neuroeconomics

    Conilyn Poulsen Judge

    Chapter 5

    Navigating Change through Chaos: A Case Study of RWJBarnabas Health’s Change Communication during Covid-19

    Yi Luo

    Section 3: Internal Issues & Crises

    Chapter 6

    The Myth of Emotion-Focused Employee Crisis Communication?

    How Information-Focused Employee Crisis Communication during COVID-19 Pandemic Job Disruption Drives Post-Pandemic Intent-to-Perform and Intent-to-Return in Hospitality Employees

    Minjeong Kang

    Chapter 7

    To Stay Silent or Speak Up Against Corporate Racial Discrimination?

    An Internal Public Segmentation Approach to Employee Voice and Silence Behaviors

    Hyunji (Dana) Lim and Young Kim

    Chapter 8

    Dealing with Employees in Crises: Examining Contingent Organization–Public Relationships (COPR) for Internal Communication

    Yang Cheng, Peiyao Liu, and Callie Burnette

    Section 4: Employee Activism

    Chapter 9

    Internal Communication and Employee Activism: Netflix’s Dave Chappelle Woes and Perspectives from the Field

    Arunima Krishna, Raymond L. Kotcher, and Donald K. Wright

    Chapter 10

    What Makes Employees Become Activists? Investigating Employee Activism in the AI Community

    Jie Jin and Leping You

    Section 5: Internal Communication & Emerging Technologies

    Chapter 11

    Internal Social Media and Employee Engagement

    Vibeke Thøis Madsen

    Chapter 12

    Nice-to-know: Role Expectations on Enterprise Social Media in the Aviation Industry

    Joost Verhoeven and Ward van Zoonen

    Chapter 13

    Management of Cybersecurity through Internal Communication

    Solyee Kim and Jeonghyun Janice Lee

    Section 6: Internal CSR/CSA

    Chapter 14

    The Roles of Internal Communication in Driving Corporate Volunteering among Chinese Employees: An Integrated Approach of Social Influence and Volunteering Motivations

    Yi-Ru Regina Chen, Minqin Ma and Chun-Ju Flora Hung-Baesecke

    Chapter 15

    Engaged Employees through Internal CSR Communication: A Case Study of Home Depot

    Chuqing Dong and Baobao Song

    Chapter 16

    The Impact of Corporate Social Advocacy (CSA): A Case Study on Building Employee-Company Relationships through Corporate Engagement in the Fight Against Asian Hate

    Keonyoung Park

    Section 7: Diversity, Equity & Inclusion

    Chapter 17

    How higher education engages employees into DE&I: A thematic analysis of strategic plans

    and Chief Diversity Officer job duties of the California State University System

    Cheng Hong

    Section 8: Remote Work, Flexible Work, & Work-Life Integration

    Chapter 18

    Rethinking the Way of Working: In Search of Sustainable Engagement

    Alessandra Mazzei, Luca Quaratino, Alfonsa Butera, and Sara Conti

    Chapter 19

    Boundary Communication: Smartphone Usage in Employees’ Work–Family Conflicts When Working from Home

    Feihong Pan

    Section 9: Internal Communication & Engagement in a Global Context

    Chapter 20

    Application of the AVID framework in a U.K. Fire and Rescue Service

    Kevin Ruck

    Chapter 21

    Revs Your Heart: How Yamaha Motors Revved up its Employees During Corporate Transformation

    Masamichi Shimizu and Koichi Yamamura

    Chapter 22


    Nance McCown, Linjuan Rita Men, Hua Jiang and Hongmei Shen


    Nance McCown (Ph.D., University of Maryland) is a professor of communication at Messiah University.

    Linjuan Rita Men (Ph.D., University of Miami; APR) is a professor of public relations at the University of Florida.

    Hua Jiang (Ph.D., University of Maryland) is an associate professor in the public relations department of the Newhouse School, Syracuse University.

    Hongmei Shen (Ph.D., University of Maryland; APR) is a professor and public relations emphasis head in the School of Journalism & Media Studies at the San Diego State University.

    "Does your organization want more engaged employees? Read. This. Book. Through diverse global case studies, it’s an encyclopedia of approaches to, and answers for trust issues, greater DE&I, crises, employee activism, new technologies, the changing workplace and more. It’s a must-read for communicators and leaders." 

    Bruce K. Berger, Ph.D.

    Professor Emeritus, University of Alabama; Founding Director of the Plank Center for Leadership in PR; and former CCO, Whirlpool Corporation and President of Whirlpool Foundation

    "In the current landscape, effective internal communication holds increased significance for organizations of all types. Drawing on recent theoretical advancements in the areas of internal communication and employee engagement, this book is a valuable resource for readers seeking new knowledge in the field. The guidance and insights provided by the book will undoubtedly play a significant role in the continuous improvement of internal communication practices in management."

    Ana Tkalac Verčič, Ph.D.

    Full Professor, Marketing Department, Faculty of Economics & Business, University of Zagreb

    Trg J. F. Kennedyja 6, 10000 Zagreb, Croatia

    "Internal Communications today boils down to smart, engaged employees who can drive sustained business success.  The concepts, models and insights presented here represent world class thinking and operational frameworks for strategic impact."


    Gary F. Grates

    Globally Renowned Expert, Organizational Communications/Employee Engagement