(Don´t)Send In The Clowns

3 Tips for Leadership Communications in times of Crisis 

You’ve probably noticed that Vladimir Zelensky’s speech to the Russian people is well on its way to becoming a truly defining moment in the story of leadership communications:

It’s true, authentic, and he owns his story.

He’s worked hard to disown the ‘clown’ narrative which previously surrounded him, and his career story clearly shows why he’s considered the go-to example for leadership communications. Being a comedian which is different from being a clown, requires the ability to analyse sharply and inspire people in a smart and authentic way. That seems to be part of his magic: Not taking himself too seriously. This is how you gain time for doing extraordinary stuff which makes an impact on freedom and humanity. 

Many of my clients and followers on LinkedIn have been asking me how to communicate as a leader in this unprecedented time of humanitarian crisis. 

So, I've made this newsletter short and to the point, in an attempt to help you with some very basic tips if you find yourself struggling with communications, like literally everybody these days seems to be. Of course, war is horrifying enough. Our brave new world of social media and cryptos isn’t much better. We’ve witnessed firsthand how every single person has the potential to help in this time of humanitarian crisis, as well as the impact tech is beginning to make on our global lives. Never is this more crucial than now, especially when it comes to defining what’s true and who we should trust to deliver reliable news in a war that’s littered with duplicity and deceit. 

On the other hand, social media is a curse for the "normal" business leader when international panic strikes; they feel under pressure to respond in a manner that’s both fast and furious, empathic and inspiring. So, here are a couple of questions I’d like to answer: 

Do I have some tips for good crisis communications? 

Yes, I do. 

These tips are meant for people who, for whatever reason, do not have a communications person that they rely on. If you have a communications team, please let them do their work. If you don´t trust them, consider refreshing your team after this is all over.* 

So, here are my quick tips on how to handle communications in what has become a difficult time for all of us: 

Tip Number 1: You are not important 

Social media has the nasty habit of leading us to believe that we could be a UN spokesperson, even though we are most definitely not. So, first of all, check your position. And while we all have a part to play on a grassroots level by helping, supporting and donating, there are very few people on the planet right now who are actually important enough that they should be stressed out about communicating in the right leadership language. 

Tip Number 2: Think before you comment on the war 

As demonstrated by this handy (see: aesthetically pleasing) diagram: 

Tip Number 3: Give your gut the final say

Communications don’t feel right and you’re not sure what to do? There’s your answer: Don´t share it. This is a time to be kind, logical, and put others’ needs before your own. Ensure that everything you release not only shows support for the Ukrainian people but actively encourages your readers to do the same, ideally in a practical way. Only press the send button if you think you’re using your platform in a responsible manner. This isn’t just about posting a picture with a blue and yellow ribbon pinned to your lapel; we’ve got to do our best to spread truth, important information, and crucial aid details to those who need it most. Think your piece of communications might provide even a small amount of clarity for confused truth-seekers or those keen to expand their fundraising efforts? Post it and make it count. If not, hold off. You’ll be glad you did. 

War in Europe is something we presumed, and indeed hoped, would never happen again; tragically, this is not the case. And in these unprecedented times, the best thing we can do is take a step back and offer the stage to those without a voice, to support those who need it, and to spread honesty in a world that is increasingly built on misinformation. This is about knowing when to shut up and when to speak out; if you can put your skills as a leadership communications professional to good use, you might just help someone else pursue their own search for truth. 

There are many many brave people and organizations who help and support at their best now, I chose to recommend you a few friends and colleagues to follow whom I personally know and trust them for doing their best to let Ukrainian people own their voices and far more, to protect their lifes, with the help of media and technology: 

Julia Singh, Voices of Ucraine

Paula Schwarz Paula Schwarz 3000

Mike Butcher Techfugees

and please also support the bravest voice of Ukraine, Vladmir Klitschko here on Linked In

After all, we’ve got a long way to go when it comes to counteracting dangerous narratives in the Russia-Ukraine War, but it’s a start.  

#weareallUkrainians #standwithukraine #Ownyourstory #ownyourvoice #techfugees #voicesofukrainians #klitschkofoundation #stopwar #stopputin #StopRussianAggression #stopwarinukraine #ukraine

#StandWithUkraine

#UkraineWillResist

#StopRussianAggression