PR Ethics: How to Lead Responsible Communication in Uncertain Times

As wars rage, the climate deteriorates, and political and economic tensions rise, many of us feel increasingly uneasy about the state of the world. 

If you’re a PR professional, you stay more attuned than most to news and events. And when it feels like the world is on fire, you may question the power and relevance of digital PR and how to communicate your brand messages authentically and ethically.

In uncertain times, brands sometimes need to step forward deliberately and with empathy. At other times, it’s best to take a step back.

In this article, we share six ways in which to develop ethical brand communication to help you strike the right balance between stakeholder expectations and moral responsibility in uncertain times.

1. First, pause and assess

Speed is an advantage in the age of digital communication, but in times of crisis, brands often benefit from a deliberate pause. Could this be true for the brand you represent?

Encourage your team to consider:

• Who is affected by this crisis?
• Is our planned PR campaign still appropriate?
• Will our communications risk sounding tone-deaf?
• How would we respond if the situation worsens or affects us directly?
• What does ethical brand communication look like in these circumstances?

You may need to create or update your crisis communication plan to inform your next steps. 

(Note that our Pioneer Academy offers a great course in crisis communications. Also, check out our latest crisis communications guide.) 

2. EQ now counts more than IQ

Empathetic messaging is often critical when a crisis strikes or tension is high.

Note, however, that this type of communication doesn’t involve “purpose-washing” or reactive solidarity statements that lack depth or humanity. Instead, it acknowledges genuine human emotions, such as fear, grief, or uncertainty, to communicate with dignity and relevance.

Not quite sure what this looks like? Here’s an example:

The Red Cross is inherently on the front lines during crises, given its role as an aid organization. Yet, its humanitarian efforts were significantly impacted by the pandemic. The organization’s adaptive response stands out as a must-read case study for PR professionals who want to develop effective crisis communication plans. 

A key takeaway from the Red Cross experience is that effective communication in turbulent times hinges on a PR team’s ability to respond to new information and shifting circumstances. Here, it helps to prepare alternative messages and responses for various scenarios so you can adjust your campaigns instantly.

The Red Cross example also demonstrates that empathetic communication requires careful listening. As a crisis unfolds, it’s crucial to sit down with stakeholders to have authentic conversations, as this helps your PR team to understand unspoken concerns and needs.

3. Be visible, not opportunistic

If your PR team listens closely during conversations with stakeholders, you’ll also pick up on subtle verbal and nonverbal cues that can be incredibly important for effective communication. Explore the context and tensions that arise when you determine how to respond (or not respond) in a crisis.

Silence, especially in times of war or crises, may seem like the safer path, but it can easily be perceived as a lack of concern or empathy.

Ask these questions to determine your team’s PR response:

• Is our communication helpful?
• Is it necessary?
• Is it grounded in our brand values?

If you seek brand exposure for its own sake at the wrong time, you might turn your campaign into a textbook case of tone-deaf marketing examples. A good response could simply be to make space for campaigns that assist those affected by the crisis. 

4. Consider adjusting your tone of voice 

When global events create uncertainty, it’s common for PR professionals to scale back communications out of concern for brand reputation. But complete silence can also undermine your audience’s trust in your brand.

Instead of staying mum, consider subtle adjustments to your tone of voice. It may, for example, be necessary to refine your language or tone down humor to better resonate with your audience’s state of mind during sensitive moments. Ultimately, however, your brand voice and identity should still shine through.

This could be a tricky balance to achieve. If you feel stuck, PR.co’s AI Assist feature can help you define and maintain a tone that feels natural, professional, and true to your brand even when the stakes are high.

5. Adjust or reframe your PR campaigns

Next, consider how your planned campaigns can evolve to stay relevant and respectful during the crisis. What felt fine two weeks ago might not land well today. Before you launch anything new, ensure your approach is thoughtful and attuned to your audience’s current realities.

Context-blind promotions may appear self-interested, while content shaped by awareness can help you earn trust and credibility with your target audience.

Revisit your campaign messages and creative with fresh eyes, and ask yourself:

• Does your campaign and creative still align with the current mood?
• Can your brand meaningfully support people at this time?
• Is there an opportunity to serve rather than sell?

Remember: The Red Cross campaigns didn’t disappear when Covid-19 struck; they simply changed.

If you’ve already pitched to journalists, and the world suddenly changes, follow up gently. Acknowledge the moment, demonstrate empathy, and leave room for future engagement. Our FAQs at the end of this article explain how to navigate this tension with professionalism and compassion.

6. Care for the communicators 

The people behind the crisis communications strategy and messages also often deal with uncertainty, grief, and exhaustion. These PR professionals act as emotional filters that absorb fear, deflect pressure, and constantly try to “strike the right tone.” The emotional labor is real. 

If your team is in crisis communication mode, it’s important to create space for reflection, rest, and dialogue. This support will help them navigate the crisis with more confidence. Additionally, a supportive internal culture will reflect outward in the authenticity of your communications.

Empathy doesn’t just live in your brand messages but also in how you treat the people who do the work. 

What works for PR in global instability

When the world deals with several major crises, the instinct to “say nothing” can be strong. Yet these are precisely the moments when a brand’s communication can carry the greatest weight. 

If your brand shows up confidently yet empathetically, it can demonstrate leadership, reassure your audience, and reinforce your credibility.

Ethical PR during crisis times isn’t about silence or spin. It’s about recognizing the weight of the moment. Use your voice thoughtfully and respond with care and emotional intelligence. 

Use PR.co’s AI Assist tool to your advantage

PR.co’s AI Assist feature makes it easy to apply your brand voice to AI-generated content. 

Once you’ve added your guidelines, the tool helps create press releases, pitches, and newsroom updates that sound on-brand and natural. It saves time, boosts consistency, and ensures your PR content feels personal and professional, even in crisis times. 

Keen to see the tool in action? Book a demo today.

FAQs 

• Should I pitch my brand in a major political or other crisis?

It depends, but probably not right away. When high-stakes political moments or significant events make headlines, journalists focus on urgent coverage. 

Unless your story is directly relevant (e.g., the company offers aid, access to data, or expert insights), it’s often better to wait.

• How should I follow up on a pitch in tense or uncertain times?

Gently, and with awareness. If you’ve sent a pitch and world events have shifted dramatically, it’s okay to follow up. But reframe your message. 

Instead of a standard bump, acknowledge the moment and give the journalist space. 

You can always adapt and use this message: “I realize you’re probably dealing with a lot at the moment, but I wanted to gently bring this back to your attention in case it fits future coverage. Please let me know if you’d like more details.”

• Should I pause all communications when the world is in crisis?

Not necessarily. Silence can feel safe, but in some cases, it may come across as indifferent or disconnected. 

If your brand has something relevant, responsible, or helpful to say, speak up. If not, it’s okay to hit pause on your comms, listen, and re-evaluate your messages and campaigns.

Now may be a good time to use your owned channels to amplify relevant brand voices, support your community, or share valuable information. Ultimately, it’s less about whether you communicate and more about how you do it.