Writing a Press Release

Over 300 companies have announced their withdrawal from Russia in the past two weeks.

If you’ve ever managed a brand during tough times or crises, you know that a PR statement is not about asking your PR manager to write a few diplomatic lines. For some brands the process goes like that maybe, but those brands are taking a big risk in doing so.

Whether it is a small or a big topic, every brand conflict and every press release requires a careful evaluation between cross functional management teams.

Nowadays I am observing how the brands are reacting, what they are writing on these statements, who is releasing it and what actions they are taking. It’s a unique time and it’s like a case study.

For example, Amazon AWS shows us what NOT to say:

“Given the current events and the uncertainty and lack of credit available in Russia right now, we’re not accepting new Russian A.W.S. customers at this moment”

Lack of credit. Seriously Amazon? You could have added a little more humanity and diplomacy to those lines.

In the meanwhile, another tech giant, Apple states it much better:  

“We are deeply concerned about the Russian invasion of Ukraine and stand with all the people who are suffering as a result of the violence. We have taken several actions in response to the invasion. We have paused all product sales in Russia. We join all those around the world who are calling for peace.”

Although they have been criticized for lagging behind other companies, McDonald’s statement from yesterday was well written. It is a comprehensive letter from their CEO including actions to protect their employees.

“McDonald’s has decided to temporarily close all our restaurants in Russia and pause all operations in the market. We understand the impact this will have on our Russian colleagues and partners, which is why we are prepared to support all three legs of the stool in Ukraine and Russia. This includes salary continuation for all McDonald’s employees in Russia.”

A professor from Yale Management is keeping an updated list of companies daily. People around the world are following these actions closely.

In the bigger picture, this is not about PR statements, it is about managing brands through rough times.  

As Albert Camus said, “Peace is the only battle worth waging.” 

I hope we’ll get there soon. Happy Wednesday,

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