Corporate Voices Through Crisis: Length, Readability, and Tone Shifts in Integrated Reports Pre-, During-, and Post-Pandemic

This study examines how South African companies adapted the language and tone of their integrated reports during the COVID-19 crisis, focusing on three periods—before, during, and after the pandemic. Using Kruskal-Wallis and Mann-Whitney U tests, the integrated reports of Johannesburg Stock Exchange-listed companies were analysed for changes in report length, readability, narrative tone, and net sentiment. The findings reveal increased report length and more accessible language post-pandemic, aligning with stakeholder theory by addressing the need for transparency. During the pandemic, companies balanced positive and negative language to reassure stakeholders, consistent with impression management theory. Post-pandemic, reports exhibited more positive language and net sentiment, signalling optimism and recovery. This study contributes to the literature on corporate crisis communication in emerging markets, demonstrating how companies strategically adjust narratives to foster trust and resilience during crises. Practical implications guide corporate leaders in enhancing stakeholder communication during turbulent periods.