400 Emotionality and Attitude in International Internal Communications Quantitative Measurement, Evaluation and Interpretation of a Worldwide Internal PR Program within a Large Multinational Tourism Group Holger Sievert Macromedia University of Applied Sciences, Cologne, Germany Alexander Wilke komm.passion GmbH Abstract Due to digitalization and globalization, multinational groups and organizations face new challenges, most of them notably also in their internal communication. Evaluating and interpreting internal communications is one of the major challenges for communication professionals, especially with regard to social media use for internal communication What has previously been a major matter of interest for external communication is now becoming relevant for internal communications. As different studies have shown, emotionality and attitude are success factors for social media communications. This study focuses on a multinational tourism group. It evaluates and interprets the group's internal communication, paying special attention to the use of emotionality and attitude within the organization.