My wife works for a fairly large publicly-traded technology company here in San Diego. Over the weekend, she got a couple of emails from the higher-ups talking about what they did to reach out to any of their employees that might need support from the horrific synagogue shooting that took place in San Diego’s suburb of Poway

I thought this organization provided a great example about how an business can take proactive communication measures in a crisis situation that may not even directly impact them, but certainly could impact teammates who knew somebody.

In the process, the company articulated the values that the company possesses in caring for their employees, making sure that their well being remained intact, and offered to anything that they could. Kudos to the organization, whose name I’ll withhold for personal and privacy situations. But their actions, at least from a personal standpoint, did a lot to certainly buoy my brand awareness of and perception of them.