The Colab Brief: 021 - [Special Edition] A Voice in the Crisis

We’re coming to you early this week with the topic that’s been on everyone’s mind, the crisis unfolding in Israel.

Across our communications channels, we’re seeing a lot of confusion around what to say, when to say it, or if you should say anything at all.

We won’t pretend to have all the answers. But in times like this, as comms professionals, the onus is oftentimes on us to determine the right messaging, timing, and mediums for that messaging. In extreme cases like this, things can get complicated.

Read Time: 4 mins

Please note that today’s newsletter is not about the geopolitical background of the Middle East. This is about crisis communications and how it pertains to your business.

Oftentimes, in situations like this, it’s critical to first identify what not to do. So we’ll start there.

🔴 It’s not business as usual

The number of companies issuing press releases, continuing with marketing campaigns, and, in general, flat-out ignoring that anything is happening is disheartening. In any situation where there is a loss of lives - especially of this magnitude - “business as usual” simply can’t be the default.

Wherever possible, major announcements should be put on hold, and marketing promotions should slow or cease. There should be reverence for what is happening in the world - especially with an event of this magnitude.

🔴 It’s not an opportunity

There is no press opportunity connected with this event. No tie to your company or client warrants a proactive pitch around the conflict.

🔴 It’s not the time for word gymnastics

A recent trend of abstract, vague, say-nothing statements has taken hold over the last several years. If this is where you’re leaning, we’d advise you to say nothing at all. If you do decide to issue a statement, remember that it’s impossible to please everyone (and frankly, that shouldn’t be your goal). You’re likely going to receive backlash regardless of what you say, so you may as well stay true to your values in doing so.

Now that we’ve cleared up the absolute must-not tactics let’s dig a bit deeper.

🟡 If you’re a company that always says something, saying nothing may not be an option

There are different types of companies and different methods of communication. Some companies are outspoken about everything; some are selective about when they use their voice. As our friend Jeremy Tunis pointed out on LinkedIn, silence can speak volumes when you’re typically loud.

It’s imperative you analyze what would happen in both scenarios. If you speak out as an organization, what does that mean? If you stay silent, what message are you sending?

🟢 Leadership should lead the charge

With any major humanitarian crisis, it’s reassuring when leadership can step in with a statement, even if it’s simply an internal message. Showing support and offering resources for employees who may be struggling with the ongoing conflict or have friends and family in the region is the first foundational step. For organizations that are taking a public stance, it’s a good practice for the CEO to speak out across platforms first, followed by corporate pages echoing their sentiments.

This conflict doesn't fit neatly into any existing crisis comms plan. Most unexpected world events don’t. There is no playbook for exactly what to say and when. That’s where the human element comes in. As employees, parents, family members, and global citizens - what do we need to hear from our leaders? From the companies we engage with? Starting from a human-centered mindset driven by compassion and empathy and working your communications plan outward from there is ultimately the best strategy.

A note from your authors: Most communication goals typically surround gaining followers in one capacity or another, but who those followers are should matter. And at the risk of losing some of you here today, we feel it would be hypocritical not to let you know where we stand.

We stand with Israel, and we stand, unequivocally, with our Jewish friends, family, and colleagues all over the world. So many of you have been directly impacted by the atrocities that have unfolded over the last several days, and we want you to know we will do everything in our power and in our voice to support you and continue the fight against antisemitism.

We love you. We are here for you. We are your allies.

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