When there is a major crisis like a war, it is understandable to have doubts about sending certain press releases. Is it appropriate to bring attention to your company news when such serious events are occurring in the world? The short answer is: yes, but with caution.
Since the war in Ukraine in 2022, which is currently at a critical point, the media have understandably been highly focused on reporting the conflict and its consequences. However, this doesn't mean there's no room for other news. Especially over time, editors start to make space for broader topics again, particularly in local media, trade journals, and lifestyle magazines. They remain interested in relevant news that resonates with their readers; this is not the focus of this blog.
Pay attention to tone and timing
The key word in PR during a sensitive period is subtlety. Thoroughly check whether your message might be received the wrong way. For instance, if you're launching a light-hearted campaign or coming out with a festive product, ask yourself if the timing is suitable. This prevents awkward situations where your message could be perceived as insensitive. If your company is organizing an event or has a message connected to the current crisis, make sure it is completely sincere and comes across that way. Do not use major events to commercially put your company on the map. Authenticity makes the difference between positive attention and a PR fiasco.
If you do send a press release to a particular news editor during a crisis, explicitly mention in your message that you understand they likely have many other matters to deal with at the moment. Show understanding and empathy; this not only creates goodwill but also increases the chance that your message will be taken seriously.
Golden examples
In 2022, many companies, both large and small, successfully drew attention by organizing actions in aid of Ukrainian refugees. For instance, bunq offered free bank accounts and SIM cards to refugees, while smaller businesses like Spirited Union donated their profits from certain products to war victims. There was also a Fortnite campaign for the construction of a hospital in Ukraine, which garnered 1.3 billion views, and Roda JC and De Graafschap dedicated their match entirely to supporting Ukraine. The province of Zeeland did a lot as well, up to this day (read: Three years of war in Ukraine). These kinds of initiatives were gladly shared by the media because they were sincere and relevant.
In short, it is indeed possible to reach out to the press during a war or other crisis moments, provided you do so with an understanding of timing, tone, and sincerity. Keep this in mind, and your press release will find its way to the right editors even in challenging times.
