Empathy should guide every brand during a crisis – Cecil Ato Kwamena Dadzie
As floodwaters swept through parts of Accra, homes disappeared beneath muddy water, businesses counted devastating losses, and anxious families searched for loved ones, one thing became clear: crises do not only test the resilience of a city—they also test the character of those who communicate with it.
The article emphasizes the importance of empathy in brand communication during crises, using the example of floodwaters in Accra, Ghana, to highlight the impact on individuals and businesses. It argues that while social media can provide crucial information and emotional support, brands should be cautious not to capitalize on or ignore the situation.
The article suggests that empathy is not just about expressing sympathy, but about understanding the emotional reality of the audience before deciding what to say or not say. It also cautions against relying on algorithms to make these decisions, as they cannot comprehend human suffering. Instead, it recommends that communication professionals take a proactive role, pausing their schedules to assess whether a post could cause harm during a crisis.
Brief written by urgent.news from MyJoyOnline Ghana's own syndicated text. Machine-written — may contain errors; check the original before relying on it.
