The Daunting Effort of Communicating During War & The Importance of Pushing Through

We’ve written a few articles about how to communicate in times of crisis, mostly during the COVID-19 era and the many lockdowns we’ve endured. 

Now we’re in times of war, we don’t feel safe in most places but somehow, those of us who can, are trying to navigate these extremely difficult times as best we can. Business owners are constantly worried about a few things: Their business continuity and ensuring the livelihood of their staff, what and how to communicate during such times and how to take into account the dreadful situation of those who have been displaced. This is from a top level perspective, because everything in business during war is much more complicated than that. 

Let’s break things down and see how we can help remedy (as much as possible) the situation for businesses and brands. 

In our previous articles, we’ve often highlighted the importance of brands being there for their communities and remaining a source of comfort, especially in the face of adversity. You know, brands who play it right actually rise in difficult times, if they communicate with impact, empathy and grace. 

There are a few basic tricks to abide by: 

1. Acknowledge the Situation and Show Empathy:

• Be authentic: Express genuine concern and understanding for the challenges your audience is facing.
• Use relatable language: Avoid jargon or overly formal language. Speak directly to your audience using language they can understand.
• Share personal stories: If appropriate, share personal experiences or stories related to the crisis to connect with your audience on a deeper level.
• Offer support: If it makes sense, let your audience know that you are there for them, whether it's through providing resources, offering discounts, or simply listening.

2. Prioritize Employee Well-being:

• Create a safe and supportive environment: Ensure your employees feel valued, cared for, and safe during this difficult time.
• Offer flexibility: Provide flexible work arrangements, such as remote work or reduced hours, to accommodate their needs.
• Provide mental health support: Offer access to mental health resources or counseling services for employees who may be struggling. This could be in the form of a workshop (online or live). See what works for you.
• Show appreciation: Recognize and reward your employees for their hard work and dedication during challenging times.

3. Contribute to Relief Efforts:

• Partner with NGOs: Collaborate with reliable local or international NGOs to provide aid and support to those affected by the crisis.
• Donate a portion of your proceeds: If feasible, dedicate a portion of your sales or profits to charitable causes related to the crisis.
• Organize fundraising events: Host events or campaigns to raise funds and awareness for relief efforts.

But more importantly, and here’s a bit of controversy that really shouldn’t be: 

Businesses should keep marketing & communicating! 

Businesses, like people, shouldn’t feel bad about going on with their lives. If businesses stop, they will sell less, if they sell less, they won’t be able to retain employees, pay rent, etc. If that happens, they will close shop, people will be left jobless, retail spaces will be empty…so what would be the point of going down such a road? 

If there’s one thing you want to retain from this article it’s that pulling through in difficult times equals continuity, which should be our holy grail to be able to weather the storm. Businesses shouldn’t feel bad about communicating and selling, just like on an individual level, people shouldn’t feel bad about consuming (whether online, in-store, in restaurants, in supermarkets, in sports or other activities, …). The economic cycle should be allowed to prevail. Business owners should not feel guilt ridden for fighting for their businesses and consumers shouldn’t feel ashamed for seeking some form of normalcy (and even a little happiness) where they can. It is by doing so that we will uphold what is left of our economy and build on it for the future. 

A psychologist at a local school told students that war is defined by time, and that after war, there will be peace. Let’s try to focus on that whenever we can. 

Just keep in mind that businesses and business owners have to be more agile and flexible than ever, ready to shift strategy and messaging depending on the evolution of the situation at hand. 

Other than that, we encourage you to stay active and engaged in your communications while remaining aligned to your brand values. Your consumers and yourselves will thank you for it. 

If you want to discuss how you can communicate in times of crisis, get in touch and let’s chat.