Now, more than ever, communications professionals in the public sector and the military face a difficult challenge: balancing transparency with security, as every message can be both a bridge to trust and a potential trigger for crisis.
At a panel discussion during the Communications Without Borders PR marathon, experts explored how to prevent misinterpretations and protect communications from so-called ‘jackal experts.’
Daria Cherkashina, CEO of Havas PR and strategic communications expert, shared her insights during the discussion.
How should we approach sensitive topics amid a full-scale invasion, when certain messages or statements can unexpectedly spark a crisis? Increase the number of filters: test ambiguous topics with focus groups and build a strong internal visual and communication experience.
The first and most important filter is self-censorship — grounded in our core values and those of our team. Communication is a responsibility shared by the entire company, not just the PR department. While communicators possess the tools and technologies, the whole organization is accountable for the meaning, tone, and content of its messages. Thus, everyone should critically evaluate what is said. The CEO, other departments, and specialists form the first internal focus group.
The second filter consists of stakeholders, partners, and the target audience — especially our ambassadors, who support, trust, and understand our mission. These allies can help shape complex communications, formulate key messages, and grasp the wider audience’s needs.
If such ambassadors are lacking, they must be identified among opinion leaders within our field and engaged through individual conversations — to meet, discuss goals transparently, answer questions, and invite cooperation. It’s much easier to explain complex topics to trusted individuals than to the general public. Subsequent communication formats may include off-the-record media briefings, focus groups, and roundtables. Over time, these individuals become valuable partners in message testing, crisis prevention, and message delivery.
The third filter is professional monitoring and analysis — not only tracking news and crises but critically reviewing each case. Pay particular attention to official communications: what messages were conveyed in initial releases or posts, and how were they intended to be perceived? Then analyze public and stakeholder reactions. Consider whose interests, emotions, and concerns were affected, and whether the crisis could have been anticipated. This professional curiosity strengthens strategic thinking and enhances readiness for future challenges.
Despite these multiple filters, not every crisis can be foreseen. However, how we navigate difficult situations and correct mistakes is strategic work that shapes our reputation. If you have a strong foundation of core values and a values-driven team, you can weather crises with minimal reputational damage.
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