In times of crisis, silence, insensitivity, or opportunism can quickly erode public trust and damage a brand’s reputation. But a thoughtful, timely response can signal genuine empathy and strengthen stakeholder relationships.
In such moments, the world turns to governments for leadership and closely watches how brands respond. In this edition of Muse, we explore how brands can communicate with integrity, empathy, and purpose in the wake of disaster.
Understand The Context First
Before issuing a statement, brands must gather accurate information; what happened? Who is affected? What is the current public sentiment? Social media, while a valuable source of updates, can spread misinformation.
While social platforms can offer real-time updates, they’re also breeding grounds for misinformation. Following the recent Myanmar earthquake, social media was quickly overwhelmed with AI-generated and deceptive content, fueling public anxiety and confusion.
In fast-moving situations, brands should wait for clarity rather than risk spreading unverified claims. Rushing to comment without verifying the facts can lead to misinformation in volatile moments. Before issuing any statement, they must clearly understand what happened, who is affected, and how the public is reacting. Brands should take the time to cross-check details with official sources, such as government agencies, reputable news outlets, and verified humanitarian organisations like the UN or Red Cross, to ensure their response is accurate and responsible.
Craft A Compassionate, Clear Message Across All Platforms
Effective disaster communication is rooted in empathy and authenticity. The message should directly acknowledge the crisis, express sincere support, and outline specific actions taken, whether through donations, partnerships, or staff mobilisation. Avoid vague remarks or overly polished corporate language. Being genuine resonates more than being perfect.
Social media enables brands to respond rapidly and emotionally, but tone and timing must be handled carefully and clearly. During the 2020 Australian bushfires, comedian Celeste Barber raised over AUD 51 million through a viral Facebook fundraiser, attracting donations from more than 1.3 million people worldwide to support the NSW Rural Fire Service, proving that positive change can occur with the strategic use of social media. Meanwhile, press releases offer structured updates, and internal communications ensure employees remain informed and aligned.
Across all channels, consistency in tone and message is essential to maintaining public trust.
Avoid Exploitation
The most damaging mistake is using a crisis for brand gain. Marketing products alongside sympathy posts, launching themed campaigns, or hashtagging disasters are tactics that appear exploitative.
Brands like Airbnb earned praise for understanding this and reactivating its Airbnb.org disaster response program to provide free housing to displaced survivors of the recent Los Angeles wildfires, showing long-term, meaningful engagement.
While financial support is crucial in a crisis, one-time donations without follow-up fail to create a lasting impact. True meaning comes from sustained support and genuine engagement. Ultimately, disaster communication is more than brand visibility—it’s about demonstrating core values. People remember which companies showed up with integrity and which fell short, not just in their donations, but in their ongoing commitment to the cause.
To discuss how Midas PR can help your organisation navigate crises with strategic, timely, and empathetic communication, visit www.midas-pr.com or contact us directly by email.