War In Ukraine: Communications Recommendations for Southeast Asian Companies

War has reached Europe and, like the last time it did, it has far reaching global consequences in an always-on world. This crisis comes after two years of our societies' fatigue and the emotional stress of the COVID-19 pandemic and lockdowns. As the war in Ukraine escalates, there has been a sharp increase in civilian casualties, a worsening humanitarian situation, and growing pressure on companies to act in support of the people of Ukraine as well as increasing calls for companies to curtail their commercial activity in Russia.

The impact of this war has already rippled outward beyond Ukraine and Eastern Europe. This is also a high-risk moment for companies that seek to do business in a now global world. Action, or inaction, both come with risks. Action, or inaction, is also being communicated at a much faster rate than ever before, and much farther.

Singapore, as a global financial and business hub, knew this, and spoke/acted swiftly to maintain this status and its reputation among many stakeholders in different areas. Generals in Myanmar have claimed that this was "the right thing to do" for Russia. One would do well to emulate the former's response.

But in spite of this marked difference in diplomatic response from ASEAN members states, the global response has been largely united and the connected youth of the region are certainly more active politically than any time in its history. So it would be good for Southeast Asian companies to be aware of some guidelines when/if communicating about the Ukraine crisis:

Firstly, here is a non-exhaustive list of what we at ERA are seeing many firms do well in the early days of the war in Ukraine, and guidance on what companies might consider as it further evolves:

• Companies should aim to speak with one, unified voice in their communications, but recognize that some parts of their workforce –especially employees located across Eastern Europe –may have a more passionate interest in a strong corporate response.
• The United States, European Union, United Kingdom, Japan and other countries have imposed economic and financial sanctions on Russia, and more may be announced in the coming days. Sanctions will make it more difficult for global companies to operate in Russia. Companies should assess how these actions impact their operations and prepare to fully comply with all legal mandates across all relevant jurisdictions. 
• Companies should reconsider the timing of large-scale marketing and advertising campaigns that could be viewed as trivial or inappropriate during an international crisis. 
• Monitor the emotional impact of this conflict on employees and customers as people are touched, saddened, inspired or angered bythe videos and stories they are seeing on social media and in media coverage.
• Ensure that human resources, communications and other teams are conducting listening exercises to allow employees to share any concerns about their organization.
• Prepare for different scenarios in the event the escalating conflict results in employees or customers reacting with visible forms of protest.

When developing communications about Ukraine there are several style points to follow.

• Always refer to “Ukraine” and not “The Ukraine.” The latter is a legacy term and diminishes Ukraine’s right of self-determination and sovereignty. Always use “Kyiv” never “Kiev”. Kyiv is the Ukrainian spelling of the city’s name, while Kiev is the Russian version. If you are referring to other locations in Ukraine use the correct Ukrainian spelling.
• Be clear about the fact that this is “aggression” or an “invasion” and avoid trying to play down what is happening in Ukraine by watering down this language.
• If assigning responsibility for events, avoid implying that all Russians are behind the invasion. Many Russian people oppose this act. Instead, communicate about those who are responsible including “Russian military,” the “Russian government” or “President Putin.”