The untimely death of George Floyd has sparked protests and demonstrations around the world. Black people showing up to work this week are experiencing a multitude of different emotions. Employees and consumers alike have been looking to corporate leadership for guidance and a public display of support for racial equity and justice. And while many companies like Nike, Amazon, and Delta have issued public statements admonishing racism, some people have noted that within their own organizations there has been considerable silence. “In times of tragedy and national crisis it is absolutely imperative that organizations be present in the moment by communicating with their employees about what is going on and what their stance is related to the event,” shares Dr. Candace Parrish. Dr. Parrish is an assistant professor and the Director of Strategic Communication at Sacred Heart University. She is also the owner of a consulting agency, Textured Eight, where part of her work involves helping organizational leaders navigate crises, including race-related crises. “It means everything,” Parrish indicates, “to the relationship of the organization and its employees to be present, caring, transparent and protective. If an organization can exemplify these qualities during a time of tragedy or national crisis, they are likely to boost employee morale in dark times and also gain the loyalty of their employees, who are essentially your brand ambassadors on the front lines. It completely matters what your employees think of your culture and how you treat them. They will communicate these qualities, whether good or bad, consciously and unconsciously.”