Christine Korn examines negative mass media coverage of employers and its effects on their employees. On one hand, the employees are part of the organization and thus also subjects of the reporting. On the other hand, as media recipients, they are simultaneously observers and potentially affected by the negative consequences of the coverage. Through qualitative and quantitative surveys, the author analyzes the reactions of employees within this tension on cognitive and emotional levels, as well as in their behavior, and develops a model of impact. She places particular emphasis on the influence of internal communication. It becomes evident that effective internal communication can turn employees into ambassadors for their organization.