Communicating during Conflict

March 21, 2022
By Kendell Fitter and Carina Davidson

During the past two years, organizations have navigated an environment filled with unprecedented and complex challenges. Around the world, the pandemic, racial injustice, and social unrest tested the stability and resiliency of markets, borders, institutions, and government bodies. Throughout this period, corporate leaders have faced heightened demands to take a stance on headline issues, whether out of their own sense of civic duty or because they felt pressured by one or more stakeholders to do so. We know, for example, that 61% of consumers want brands to take action on societal issues, according to a recent McKinsey study. Whether executives spoke up or stayed silent, they have unwittingly found themselves at the center of polarized debate, often with significant business consequences.

2022 seemed to provide hope of a return to something resembling normalcy, but heightened political unrest related to Russia’s invasion of Ukraine and the corresponding sanctions have unsettled the global economy, and society, once more. Yet again, business leaders and corporate values are being tested, with pressure coming from multiple directions to take a stand that is aligned with the values of their organization. Should they publicly express support for Ukraine during this devastating situation? What is the best way to demonstrate that support? Should they publicize those efforts, and if so, how? Whether they want to or not, companies are talking about the war in Ukraine. We’ve seen a 59% increase in mentions of the war in public filings or conference calls in just the last week, and mention of the war in roughly 10% of the earnings calls during the past 30 days.

While there is no exact playbook for these times, we can learn from the lessons of the past two years. Based on what we have observed across our client base and through our research, we offer a few guiding principles to consider when it comes to business leaders communicating around the current war and humanitarian crisis in Ukraine:

1. Action: Do you have operations in Ukraine and/or Russia? Where the answer is yes, will you suspend or shut down your business in both regions? In one region and not the other? For how long? How will you treat affected employees including those on the ground in Ukraine and Russia? Whatever the steps taken, clearly articulate why you are taking them and refer to that action as appropriate regarding what it means for your company over the short and long term.
2. Precedent: It is critical to consider whether you have previously taken a company position on international conflict. On the one hand, companies have identified this crisis as an unprecedented situation with extraordinary pressures to say and do something to help those in need, whereas others who are speaking on this matter are receiving criticism on social media for past silence on previous humanitarian crises and war. Also be mindful that by publicly communicating your company’s stance now, you likely will create an expectation for updates on this matter or comments about future issues.
3. Efforts: Ahead of communicating a company stance, consider whether you also will implement measures that support your values outside of related business operations. Symbolic gestures like yellow and blue banners on websites and peaceful protests as well as philanthropic action like donations to relief funds are all part of current efforts that appear to be resonating with broader stakeholder groups, but the tone and cause need to be carefully managed.
4. Language: Consider the importance of every word when communicating with key stakeholders. Over the last few weeks, language that has been used consistently by business leaders across industries to convey their position on the war in the Ukraine include “unjust,” “unprovoked,” “condemn,” “punish,” and “support.” However you choose to convey your company’s stance in written or verbal communication, ensure that your words match up to your corporate values.
5. Forum: Who needs to hear from you and how? Speak directly to your stakeholders and work outward from there. We’ve seen companies communicate with their employees in the form of written employee letters that are then shared more publicly via social media and picked up my news outlets. This cadence maximizes authenticity and brings employees into the decisions made before they are publicly announced, rather than having employees read for the first time about what their business is doing on Twitter or in the media.