If your company wants to write a public note about the current situation in Ukraine – or any other crisis for what matters -, make sure that falls into one of those two categories.

• You are letting your audience know about something deeply impactful you are doing, or plan to do, that could change the situation for the better for a good portion of the people involved.
• You are directing the attention of your audience towards someone or some other organisations that can actually do something deeply impactful and might need additional support.

And always remember, even at a time like this, silence is an option.

Stay strong.