In these difficult times, we want to express our horror over the atrocities Hamas unleashed on Israel and express our hopes to see a time of lasting peace and prosperity as quickly as possible. The war in the Middle East affects every one of us. It’s not just ‘over there.’ The tactics used ‘over there’ are the same ones learned so carefully and deployed on American soil or against our troops and citizens overseas. And the war ‘over there’ clearly has captured the attention and focus of the media. For businesses with an external marketing presence, this raises some questions regarding protocol or best practices.
Should we post on social media?
For company social media channels: Yes. You want to let your partners and customers know you appreciate their concerns. Convey that your company will persist in the face of adversity. You can go farther if you are up to it and agree – share your company’s position regarding the conflict and express solidarity with the effort. Call out selfless acts of employees and partners. Thank them for their continued work. Recognize human losses. There may be more routine posts in support of the business – life and work continues.
Should we issue news and take media requests?
We continue to do business. If you have product or technology news that must go out, by all means issue those announcements, especially those that are directed to trade media where the coverage will remain balanced between general products and technologies and issues related to the conflict. If the media is inquiring about the war in the Middle East and your business services and/or products are relevant to the conflict – sure, take that call. Just be ready for it. The same can be said for newsjacking. Not only is it good business – but you have a greater obligation to shine a light on offerings that can help.
What about other PR activities?
They should not stop. Just be respectful of the journalist’s time, strike the right tone, and do so recognizing that interviews and coverage may be pushed off or ignored for now.
It may seem like a low priority, and a lot of work. Your agency, if you have one, should be willing to help with a stepped up effort to compensate for staffing issues.
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