Shift toward empathy and support

After a tragedy, Zhang said marketing teams should be focused on acknowledging trauma and offering aid rather than pushing products or services. He said one example of doing this right happened after the 2018 Camp Fire in California, when Airbnb activated their Open Homes program, allowing hosts to provide their homes for free to relief workers and displaced families. 

“Their marketing was focused on rallying their community to help rather than on profit,” Zhang said. 

Collaborate with different organizations to provide aid

It might be a cliche, but it’s still true: We achieve more when we work together. 

That’s why collaborations between different organizations have become more common, and they’re often announced through joint marketing campaigns that highlight the efforts being taken to help victims recover. 

Zhang highlighted one such collaboration between the Red Cross and Anheuser-Busch, which periodically pauses beer production to can drinking water in disaster zones with aid workers helping to distribute the cans to people who need fresh water.

Don’t forget about the power of social media

A bad social media post after a tragedy can be a public relations disaster, but Zhang said companies shouldn’t forgo this important tool – especially if there’s a way to use it wisely. 

“A high-profile example of the proper way to use social media after a tragedy is Facebook’s Crisis Response tool, which activates during large-scale disasters and allows users to mark themselves safe, donate to relief efforts and access real-time information about the disaster,” Zhang said.

Being a good partner requires long-term commitment

Recovering from a disaster often lasts far longer than a trending hashtag, which is why being a good community partner requires long-term support. 

“For example, after Hurricane Harvey in 2017, JPMorgan Chase committed millions to aid in recovery,” Zhang said. “Their communication highlighted this sustained support rather than making a simple one-time communication and moving on.” 

What ethical considerations should businesses keep in mind after tragedy?

When in doubt, Zhang said businesses should keep four things in mind: 

1. 1. Sensitivity: Given the trauma associated with losing homes or even loved ones, marketing messages should avoid language that might appear to capitalize on someone’s misfortune. 
   2. Relevance: Marketing campaigns should promote products or services that are relevant to the immediate needs of victims, such as temporary housing, recovery services or rebuilding efforts.
   3. Pricing: It’s never ethical to inflate prices in response to increased demand following a disaster. Pricing should be fair and not take advantage of victims’ desperate circumstances.
   4. Honesty: Promises in marketing communications must be fulfilled – doing anything otherwise can further traumatize victims.