On Thursday 24th February, the world awoke to the horrific scenes of bombing and tanks rolling over borders in Europe. Scenes which many hoped we would never see again. As the crisis continues to unravel, the global impact is increasingly felt.
Many businesses and individuals in neighbouring countries rushed to help people seeking refuge, and we expect to see more help from private organisations in the coming days. However, as a business, knowing what to say and do in times of crisis can be tough – especially for companies with a global presence. Any political conflict is complex and multifaceted, and communicating in an effective, meaningful, and respectful way can be tough balancing act.
Here are a few things companies need to consider when it comes to internal and external communication:
- Employees-first: The main priority for companies must be support of their people. Even if your company has no presence in the region affected, the global nature of society means employees could be carrying concern about friends or relatives. Organizations with teams in Russia and Ukraine need to remember that they are receiving very different information than those in the west. We recommend providing a relevant update to employees on any major operational changes necessary based on the current situation. Communications should be intentional with language to avoid implying that a position has been taken that could alienate global employees.
- Consider if and when to communicate: Organizations must assess the risk of communicating publicly or privately about the conflict and should be advising employees to take care on social media. Depending on the nature of a business, it could be that current sanctions put in place by one or more global government will have an indirect impact on operations and businesses must be ready to communicate about their compliance. Any public position must be credible and carry minimal business risk.
- Reassess campaigns: All campaigns and communications should be examined to see if they are appropriate considering the conflict. This is not simply a case of if the campaign should be run in Russia but if it is appropriate given the vulnerability and priorities which many across the world will feel as a result of the current situation.
- Prepare for disruption: There is growing concern over the likelihood and impact of a cyber-attack, however due to the prominence of Russia in the global energy market and of Ukraine in global food supply chain, businesses across the world must make contingency plans to ensure a flow of goods. Oil prices have already reached $100 a barrel and the is trading at an all-time low. Companies must scenario plan and be ready to react to changes, especially as pressure increases on those with a stake in Russian companies. Executive teams must be able to reassure stakeholders of the stability of their business.
- Consider how employees may want to engage with protests and on social media: People across the world have been protesting against the war. Consider what is your business standpoint on this and whether this contradicts any company policy. Be prepared to have conversations about this with your employees should the need arise.
These are only a few pointers as different businesses will have different needs.
Above all, it’s important companies remember conflicts and wars will affect people in different ways, and in such times it’s key to remain flexible and understanding. If as a business, you have noting to say, don’t say anything. But if you know your employees are and will be affected by the crisis, communicate directly and efficiently, leaving no room for interpretation.
If any of your employees are currently in the affected areas, make sure they receive as much clear guidance as possible.