The following best practices have never been more relevant than today:
No more “thoughts and prayers”: Express compassion without spouting the same trite and empty phrases. Shareholders, customers and employees want to hear genuine words of comfort. These should be sincere and well-timed – nothing lengthy and repetitive. Offer support with actions and resources. Press conferences are to deliver facts, not for self-aggrandizement, repetition of false information or the same talking points or “I” statements. The best use “we,” not I
Don’t make promises that can’t be kept: Even high-profile leaders can be haunted by their own words. Before leading rehabilitation efforts for last week’s catastrophic fires, LA Mayor Karen Bass was accused of breaking her pledge to cut back on international travel by traveling to Ghana. Making that promise didn’t help her then or now. Now is the moment to be transparent, clear and even apologetic, but once it’s out there, it’s front-page news.
Update your social media: A company’s social media feed needs relevant and timely messaging, particularly when a crisis strikes. Adjust and change pre-scheduled posts with inappropriate messaging, like referring to “getting lit” or using a natural disaster to promote a certain product.
Read the room: If your company claims to prioritize people, show it. Even Beyoncé knows it’s the wrong time to make concert announcements. Hold off on your “year-ahead” newsletters and refrain from distributing any promotional content to project an understanding of the current climate. Better to stay silent than to do damage control later.
Have a crisis plan: Disaster, like our current Los Angeles fires, often strikes without warning. A proven way to mitigate it is preparedness. A crisis plan should include a designated spokesperson, holding statements, potential social media posts and a roadmap for alleviating the situation. Any plan should be easy to access and reference so teams can quickly pivot and respond.
Honesty, authenticity and compassion are all we have in the aftermath of crisis. But solid and transparent communication builds trust and, most importantly, strengthens communities. We’ll get through this together.
Resources for Fire Relief
Please find the following links to state and local property tax relief for our clients, family and friends:
SBA low-interest federal disaster loans available to Southern California businesses, homeowners, renters and private nonprofit (PNP) organizations – https://www.sba.gov/funding-programs/disaster-assistance
State Board of Equalization – https://www.boe.ca.gov/proptaxes/disaster-relief.htm
Los Angeles County Assessor’s office – https://assessor.lacounty.gov/tax-relief/disaster-relief
The Los Angeles Times’ guide to giving back – https://www.latimes.com/california/story/2025-01-08/how-to-help-victims-of-pacific-palisades-eaton-and-hurst-fires
