Ukraine - 5 practical steps for PR now

This week has been unlike any other in my three decades of Tech communications. We have been counselling multiple clients with teams in Ukraine, Russia and Belarus about how to react to events on the ground. Despite emotions running high, it is a time for cool heads. Some of the 'standard playbook' suggestions we have seen coming from corporate PRs, could actually endanger colleagues and it was this, rather than any need to comment on a bad situation, prompted this list of five suggestions.

1. DO NOT claim 'Business As Usual'. This was the suggestion of one comms consultant who clearly missed the point that all working age men in Ukraine were being urged to fight. In this case against citizens of other countries where this company also had employees. Imagine how old that would look in the light of casualties?

2. DO NOT share your plans at this stage. Several of our clients have active evacuation procedures in place to ferry Ukrainian families to safety. While these are ongoing, it is simply not smart to detail the logistics here. Avoid the temptation to look good, you may be putting a target on a colleague's back.

3. DO NOT mention 'the war'. This conflict has two sides, whether we personally agree or not. This week we needed to remove the phrases 'unprovoked attack', 'War' and 'aggression' from public statements from companies with employees in the theatre. An employer who endangers its staff, is not helpful.

4. DO over-communicate with customers. Unbelieveable at it seems, the current conflict will resolve. Your customers need to know you have a plan, again NOT Business As Usual, to ensure products are still developed and supported. The most heart-warming message this week was from our Ukranian adtech supplier, quietly ackowledging they were working their way through these times and not giving up on us. We will be customers for life.

5. Support Humanitarian efforts. While it is not the time to 'ambulance chase' or make crass statements which could provoke strong feelings amongst affected clients, there can be no issue with supporting displaced civilians. After a thorough review of where we could contribute, we opted for the UK Government's Disaster and Emergency Committee. It is a drop in an ocean of blood, but it is one positive action which cannot hurt your team-mates.