Leak-proof? The new reality of internal communication
Internal messages are no longer private
What do PwC, Optus, and Atlassian have in common? They’ve all learned that internal messages rarely stay internal. It used to be rare for a company email to make headlines. Now, Slack messages, internal videos, or policy updates can become tomorrow’s news before the working day is over. The boundary between internal and external communication has dissolved.
For communication teams, this shift isn’t just a risk to manage, it’s the new operating environment. When any message can make its way into the public domain, corporate communication must evolve. Organisations need to speak with clarity and confidence, navigating transparency with the need to balance authenticity and risk.
Why leaks happen and why they’re here to stay
Leaks rarely happen by accident. They emerge when trust fractures: staff feel unheard, confused or frustrated. Sometimes it’s a whistleblower acting on principle; other times, it’s simply a belief that the public deserves to know.
It’s not just about individuals. Broader cultural dynamics shape this reality. Whistleblowers are celebrated as truth-tellers. The media thrives on insider information. One screenshot can shift a narrative in minutes. That’s the new normal.
Take the 2023 case of PwC Australia. Internal emails revealing plans to monetise confidential government tax information triggered public outrage, damaging the firm’s reputation and triggering multiple parliamentary inquiries.
Or consider Optus, where its delayed and unclear internal communication during its 2022 data breach, was quickly leaked, fuelling public anger and escalating media coverage.
The new standard for communication teams
The principle is simple: Communicate with intention. Be clear, direct and values-driven and most importantly own your message.
Also, know your platforms. Slack may feel casual, but nothing shared internally is truly private. Staff updates circulate. Emails get forwarded. Town halls can be reposted. Even accidental sharing can reshape perception in mere minutes.
This isn't paranoia. It’s about realism.
How to communicate honestly without losing control
You can be honest and transparent without sacrificing strategic intent:
Write with clarity and warmth. Ask yourself: If this appeared in tomorrow’s headlines, would you stand by it?
Avoid spin. People recognise when they’re being managed, and they rarely appreciate it.
Think long-term. What feels clever in the moment may not stand up tomorrow.
Prepare your leaders. Senior voices are always quotable, intentionally or not.
Atlassian’s former co-CEO Scott Farquha offered a strong example when he publicly shared internal communications about his transition out of the business. His communication demonstrated alignment, transparency and confidence, all qualities that serve both internal culture and external reputation.
Internal communication builds or breaks reputation
When done well, internal communication is one of an organisation’s strongest reputational assets. It builds trust, shapes culture, and reduces the likelihood of by proactively answering employee questions.
Done poorly, it invites confusion, frustration and backlash. Vague wording, inconsistent tone, or unclear intent leave a vacuum that external narratives quickly fill.
The most sophisticated organisations don’t fear leaks. They expect them. And they write every message knowing it could become public record.
It’s a bit like rehearsing on a stage where the curtains might lift at any moment. You don’t have to be perfect, but you do need to be ready.
Be ready, be real
The future of communication isn’t about saying less. It’s about saying what matters, and saying it well.
If your internal comms strategy isn’t built for this reality, we should talk. Let’s prepare now for the conversation we don’t want to have later.