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How your business should be communicating about the war in Ukraine

With the current situation with Russia and Ukraine, the world is in a state of conflict. And as businesses, we’re unsure of what to say or do about it. Do we stay silent? Do we contribute to the conversation? How do we avoid coming off as insensitive or tone-deaf?

Have you heard of altruistic motivations? Altruistic motivations are when someone does something good for others without expecting anything in return. And this is what we should be striving for as businesses when it comes to talking about the current situation. We shouldn’t be looking to benefit ourselves, but we should contribute positively to the conversation and help support those affected.

Look deep inside yourself. Why do you want to say something on this topic? Are you looking to make a social statement? Are you trying to voice an opinion on the matter? Are you trying to do something good for others – to help inform or educate people about what’s happening?

If your intentions are pure, then, by all means, go ahead and speak up. But if your motivations are selfish (such as wanting to make a profit or capitalize on peoples’ fears or you’re just doing it because everyone else is), then please, just don’t. If you don’t have anything thoughtful to say, then don’t say anything at all.

If you do want to get involved or show your support for those affected, here is a list of responsible and thoughtful ways for businesses and employees to take action:

  • Donate to relief funds and encourage employees to do the same.
  • Use your social media platforms to spread awareness about what’s happening and how people can help.
  • Share articles and information from reputable sources.
  • Share actionable steps your organization is taking to make a difference.
  • Provide aid and support to employees or customers who have been affected by the invasion.
  • You may have employees that have friends or family in eastern Europe. Check in on them and recognize they may have anxiety about the situation.
  • Volunteer time or resources to help with relief efforts, especially with local refugee resources.

Did you notice anything about the recommendations above? We didn’t mention any self-promotion or catchy ads. In a time of crisis, businesses need to put aside their own agendas and focus on what they can do to help.

If you came here looking for a way to make an impact, here are two organizations that are making a difference in the current situation:

Save the Children provides essential humanitarian aid to children and families, including food, water, hygiene kits, psychosocial support and cash assistance.

Kyiv Independent is an independent media outlet that continues to work, bringing the world trusted and important information about the facts on the ground from Ukraine.

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