When There Are No Words...

We’re all reeling today. And as professional communicators, we all want to use our megaphones to express our anger and anguish.

But let’s remember that the tragedy in Texas is not about you or your organization’s brand.

Organizations and companies everywhere are using their social channels and email lists to share their thoughts and prayers, convey their sorrow, and push for change.

However, unless you’re directly related to the affected community or have a mission that connects to gun control, combatting violence, or mental health, your expressions are unlikely to add to the conversation.

There are, however, some things you can do. Here’s what we suggest:

1. Amplify the voices of others — Rather than expressing your own sentiments or opinions, use your social channels to share the words and ideas of those who are more directly connected to the tragedy or the issues related to it.

2. Offer practical information — During times of tragedy, people want to feel like they are doing something to help. You can use your communications to point your audiences to ways they can donate or take action.

Since we do a lot of work with community foundations, we’re using our channels to point folks to the Uvalde Strong Fund and the Uvalde Strong Survivors Fund at the San Antonio Area Foundation.

We invite you to do the same — or to share information about other causes.

3. Review communications you have scheduled — If your organization schedules social media posts and email marketing messages in advance, don’t forget to look at what’s on tap for today and tomorrow and consider hitting the pause button and sharing it later.

Chances are, your message can wait.

4. Communicate internally — We often overlook our internal audiences — namely our own employees and peers — in the wake of tragedy. Consider a message from a respected leader that acknowledges that we are all hurting, and possibly suggest some resources to help deal with what they are experiencing.

5. Check in with your team — As communicators, it’s our job to keep up with the headlines. On a day like today, that can be overwhelming. Let your team know you understand the challenge of processing such horrific news, and let them know you are there for them.