OFF-MUTE 🔈
🇺🇦 Ukraine is still under attack by Vladimir Putin.
🌍 And the world is stepping up to help and putting major sanctions on Russia.
💥 Destruction continues to unfold and threats of nuclear attacks loom.
⏰ The future is unknown, but here’s what you can do right now as a communications professional:
☑️ Think before you speak. When considering media outreach, pause and ask yourself, is the perspective I have to offer helpful? Is it relevant? If the answer is no, or even maybe, hold back.
☑️ Save irrelevant news for another time. Wait until your audience has space to hear it and reporters have time to write about it. This war will dominate headlines for the foreseeable future and may impact coverage for your announcement. Rethink your proactive media campaigns or simply push out deadlines. Remember, you only get to launch once.
☑️ Offer real expertise. The world needs to hear from true experts. If you or your spokesperson can illuminate what’s happening on the ground, or comment on the economic, humanitarian, political or technological impacts, then engage. For example, our #client Capella Space has been working around the clock to provide real-time transparency into the invasion of Ukraine using its satellite images.
☑️ Communicate with empathy. Particularly if you operate in Ukraine or have Ukrainians as partners or employees. Even if you don’t, communicate as if you do.
☑️ Share facts. Regardless of the type of information you disseminate, make sure you have the facts. Who are you retweeting? Where does your data come from? How credible is the source? The Washington Post offers these smart tips to spot and avoid spreading misinformation about the conflict in Ukraine.
☑️ Give support. Donate to a verified charity or support their journalism to keep Ukrainians informed.
☑️ Wait and see. It’s too early to make any predictions about what’s going to happen.