What is a recommended action to take when dealing with content during a serious global event?

Pausing the publishing schedule during a serious global event is a recommended action because it allows brands and organizations to assess the situation and respond appropriately. In times of crisis or significant global occurrences, it’s crucial to ensure that any communications are sensitive to the context and the emotions of the audience. This pause provides an opportunity to regroup, evaluate the appropriateness of ongoing campaigns, and determine whether the messaging aligns with the current sentiments and needs of the community.

By halting scheduled content, businesses can avoid appearing tone-deaf or insensitive, which can lead to backlash and damage to their reputation. This approach also allows for a more informed response, giving the brand time to craft messages that show empathy and support instead of simply pushing out content that may no longer resonate.

Continuing with the original posting schedule could lead to uninformed or inappropriate content being shared, while purging older posts without context might create confusion or inconsistency in the brand's messaging. Appending comments about the event in existing copy may still come off as opportunistic if not handled with care. Thus, pausing and reassessing provides a thoughtful approach to content strategy during sensitive times.