How should brand managers respond to tragic events?

Many are still reeling from shootings in Dallas and other U.S. cities that took place last week. For those wanting to respond, here’s advice.

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Recent tragic events in Louisiana, Minnesota and Dallas have caused many to speak out—including organizations large and small.

Andrea Hardalo, Entrepreneur’s social media editor, reported:

On Tuesday, Alton Sterling was shot by police officers in Louisiana after receiving a call regarding Sterling allegedly carrying a gun. The graphic video of his death has gone viral in what appears to show Sterling, a black man, shot in the chest after being restrained by police officers.

The next day in Minnesota, Philando Castile, another black man, was shot and killed by a police officer after being pulled over for a broken taillight. His fiancee, Diamond Reynolds, broadcast the aftermath of the shooting on Facebook Live, which has also gone viral.

On Thursday evening, five police officers were killed in Dallas during a protest against police brutality. This sniper attack is said to be the deadliest incident for U.S. law enforcement since Sept. 11, 2001.

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