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When an employer mishandles its messaging during redundancies, sometimes the "reputation of the business just cannot recover", a communications specialist says in the wake of a "completely avoidable" PR disaster.

During any major restructure, internal communication should be occurring "early and often", with extra care taken to avoid mixed messages, Pure Public Relations founder and MD Phoebe Netto tells HR Daily, following Collar Talent Group's experience this week.

(The company entered voluntary administration on Monday and retrenched 20% of its workforce – about 30 employees – read more here.)

After confirming via numerous sources, HR Daily can report the timeline of events was roughly as follows...