Communicating in Conflict: A Grounded Framework for Comms Professionals

Public communicators frequently face emotionally charged, politically sensitive situations, whether it's a local protest, controversial policy, or global crisis. These moments aren't just media events; they impact trust, behavior, and safety.

It’s not always clear what to say—or whether to say anything at all. There are risks in rushing to respond, just as there are risks in staying silent. In a climate where public confidence can fracture quickly, words carry weight. They can build bridges or burn them. They can de-escalate or inflame.

For professionals in public information and communications roles, the challenge is to lead with purpose, not partisanship. This work is not about taking sides; it is about protecting clarity, centring people, and upholding the credibility of institutions under pressure.

TL;DR: Three Guiding Principles for Public Communicators in Times of Conflict

• Clarity – Provide fact-based, timely information without speculation or spin. Acknowledge nuance. Resist pressure to speak before facts are verified.

• Compassion – Recognise the human impact. Communicate with care, especially when communities are hurting. Avoid inflammatory language and dehumanising frames.

• Civic Integrity – Act with consistency, transparency, and respect for public trust. Do not amplify disinformation or discriminatory rhetoric. Know when to speak—and when to pause.