Organizational Management Communication Skills in Responding tothe Global Business Crisis Case Study of the Estée Lauder Companies
Keywords:
Organizational Communication, Organizational Crisis Management, Business Restructuring, Lasswell's Communication Model.Abstract
The Estée Lauder Companies has faced a global business crisis since 2023, prompting the company to undertake organizational restructuring and layoffs as part of its business transformation strategy. This research uses a qualitative approach with a case study method through document analysis of company reports, official publications, and various media sources. The Lasswell communication model serves as an analytical framework to assess the communication capabilities of organizational management in responding to the crisis. The results show that the company implemented structured communication through various official channels, emphasizing long-term transformation narratives, operational efficiency, digitalization, and innovation, thereby building investor confidence and supporting the recovery of organizational performance. However, corporate communication remains more oriented towards external stakeholders than internal communication to employees. Therefore, increasing transparency, two-way communication, and providing information regarding the impact of restructuring are aspects that need to be strengthened in organizational crisis management.
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