From the Ukraine conflict to the recent and horrifying shooting in Uvalde, Texas, it might seem like there's nothing we can say or do that will make a huge difference.

Even if the temptation to stay silent appeals to you, I encourage you to practice sensitive communication. Here are three tips to help you do that:

#1 Avoid Platitudes. "Our thoughts and prayers go out to XYZ" often falls on deaf ears. Speaking from personal experience, when someone tells me their thoughts and prayers are with me as my mom navigates the end of her life, it often leaves me feeling worse.

#2 Share Helpful Resources. In lieu of platitudes, offer links to free counseling services or to subject matter experts who are trained in helping people cope during a particularly traumatic event.

Example: "We reached out to some of our counselor friends in the area to see where we could find helpful information about coping during trauma. Here's a link to some resources [insert link]."

#3 Admit You Do Not Have the Answers. A better way to communicate your support in tragic situations is to simply express that, while you may not have the answers, you are open learning more that will deepen our understanding so that our actions can follow our words.

Example: "The mass shooting in Uvalde leaves us feeling scared and uncertain. Because this tragedy just occurred on Tuesday, we are taking time as a team to reflect on how we can best support this Texas community — as well as our own — very soon."

These gentle ways of communicating help people understand that you are first and foremost human beings with complex emotions. But reacting in a slow and purposeful way shows emotional intelligence, which pays wonderful dividends for your brand reputation no matter what industry you work in.