Brand communications strategies during disasters

In times of disaster, the first question brands should ask is not “What should we say?” but “What can we actually do?”

Pausing commercial communications, postponing campaigns and steering clear of humor are the basic rules of conduct.

If relief efforts are underway, they may need to be announced; however, the purpose of the announcement should be coordination and a call to participate, not visibility.

Internal communications are just as important as external communications. Employee safety and keeping employees informed come first.