Since no one prepared us for communication during the war, we have to learn and develop new rules literally on the fly. This type of communication can be classified as crisis communication, so while writing this material, I relied precisely on its principles.

So, what should be taken into account and what should be paid special attention to when communicating during the war?

Speed

Just like in crisis communication, speed is a significant factor during war. Have all advertising campaigns and planned communications been suspended, and how quickly was your business’s position communicated? Or perhaps it hasn’t been communicated yet? If not, it needs to be done immediately. Also, make sure that inappropriate materials do not appear on your page.

Clarity of Position

No half-measures. It’s time to finally put all the dots over the “i’s” regarding Russia, if you haven’t done so since 2014, and communicate it to your audience. Black images, peace dove emojis, and flags are not enough. A certain manifesto is needed that calls events in our country by their names. If your business also operated in Russia, compromises are also inappropriate this time: your audience won’t forgive them.

Relevance of Information

Some business pages on social media have turned into chaotic news feeds, and stories have become unchecked reposts of calls for help. Just like in pre-war communication, you need to understand what exactly you want to convey, to whom, and in what form it will be relevant. Choose one communication vector. After all, everyone is subscribed to dozens of news channels now, so duplicating information from them is pointless.

Public Relations Disguised as Volunteering

If your business has suspended its primary activities and shifted to providing assistance to the Armed Forces of Ukraine, territorial defense, and anyone in need, you should avoid preparing daily posts about it for social media or press releases to capitalize on the situation. Of course, if your activities are not related to the type of volunteering that should reach the widest possible audience, such as distributing food, medicine, or clothing. Even in these cases, try not to brand the content and minimize mentions of your business name.

Visual Communication

Images of happy people from stock photos and witty captions are taboo in wartime. Although we can now see thousands of memes spreading across social media pages and becoming central elements of outdoor advertising, such as “Russian ship, go to ***.” However, businesses should be cautious not to overdo it with positive emotions and bright colors. It’s better to use a restrained color palette and messages.

Community Management

An important component both during peacetime communications and during the activation of Kremlin propaganda and bots. Comments like “Where were you for these eight years?” can come from anyone, and you need to have scripts of algorithms and responses. Of course, there’s no point in arguing with bots, but you need to be prepared for such attacks.

And finally, what I would like to add is: bring your business back to life if you’re safe, and communicate this to your audience – through the personal stories of your team, the challenges and victories, and also through your role in ensuring the rear support of Ukraine.