Communication managers’ perspective on informal communication: risks, opportunities and challenges of remote work environments

Purpose The study explores informal communication from the perspective of communication managers, aiming to understand their perceptions of these interactions. It examines the opportunities and risks associated with informal communication and investigates the measures organizations implement to encourage such interactions. Additionally, the study explores how informal communication can be nurtured in remote work environments. Design/methodology/approach Qualitative interviews were conducted with 14 communication managers recruited via LinkedIn. The data were analyzed through qualitative content analysis. Findings The results indicate that while informal communication is considered important, it is often inadequately supported. Communication managers see opportunities in informal communication, such as fostering a positive organizational culture, promoting integration, building social relationships and enabling knowledge sharing. It is also valued for facilitating feedback, gauging employee sentiment and providing space for employees to share opinions and experiences. However, respondents identified risks such as misinformation, gossip, and the uncontrolled dissemination of sensitive information. These risks present challenges for communication managers, who must mitigate them while leveraging the benefits of informal communication. In addition, the study shows that managers perceive remote and hybrid work environments as significant challenges to informal communication. Originality/value This study is one of the first to examine informal communication from the perspective of communication managers, considering the specific challenges of remote work contexts. The findings provide new insights into how organizations can foster informal communication more effectively in distributed work settings.