ABSTRACT
Purpose - This research explores approaches to, impacts of and reflections on the Covid-19 pandemic for professional communicators in the English National Health Service. It was undertaken in order to understand and analyse their lived experience and make recommendations for improving future system-wide performance. Design/methodology/approach - Given the work pressure and additional commitments that communication practitioners have when working in crisis, the researchers chose a single data collection method. Qualitative and quantitative data collection was undertaken using an extensive self-completion survey instrument. Findings - Ten distinct themes covering four time phases: crisis preparedness, entering the crisis, pandemic peak and post "first-wave" are discussed. They examine crisis readiness, to shifts in priorities and communication approaches to system-wide leadership and integration and the re-positioning of communication as a central player in pandemics. Practical implications - The research outlines a number of areas for improvement along with practical recommendations for actions in the health system in readiness for future pandemics. Originality/value - This is the first time the lived experience of communicators working through a pandemic at all levels in a national health system has been researched in the public relations literature.