Norway: "We will have more democracy, more openness, more humanity"

My last visit to Oslo was for a European party - as Norway hosted the Eurovision Song Contest in 2010.

The images of central Oslo we're seeing on our screens this weekend are very familiar.

A CNN reporter said one of the most insightful things about Friday's shocking events this morning (24 July) during a memorial service at Oslo Cathedral.  In Europe, he said, young people get involved in politics at a much earlier age than in the US.   Leaders often emerge young.  It's entirely possible that a future Prime Minister of Norway was murdered on Friday.   The twin attacks were an attempt to destabilise the current leadership and remove the next generation of leadership from the Labour party in Norway.

When a crisis happens, a useful guide for leaders is to remember the "3 Cs" - Care - about every detail in your conduct and words; Compassion for those affected should show in everything you say and do; and Control, making sure that you are in control of what is being said about the incident.

How have Norway's leaders measured up against this?

At the service in Oslo Cathedral this morning the King and Queen of Norway were seen to quietly wipe tears from their grief-stricken faces.  Royal families are a focal point, a unifying element, at a time of national mourning, even for those who are not royalists.  Royal families are usually trained not to show emotions, but in a small country like Norway at a time of overwhelming grief, this was genuine, moving and entirely appropriate.

Pic:Bjørn Sigurdsøn, Scanpix/Office of the Prime Minister

The Prime Minister of Norway, Jens Stoltenberg, has shown outstanding leadership during this crisis for Norway.  His words - measured, carefully chosen - and absolutely focussed on the grief and fear felt by the people of Norway.

He was asked on Saturday by a reporter if the tragedy would change Norway (known in the business as an "idiot question", another asked a survivor who described how she hid from the gunman "how did it feel?") whilst the search was still going on for survivors.  The Prime Minister replied "We will not speculate." He also said he would not get involved in questions about the police investigation. He was taking control of the agenda.

It was totally right.   The Prime Minister wanted to focus completely on the sense of national and personal grief, to gently assist a period of calm and dignity.

His words this morning in the Cathedral, broadcast around the world, could not have sent a clearer message.  How would Norway respond?  Would it retaliate?  No, said Mr Stoltenberg.  "We will have more democracy, more openness, more humanity."

At a time of senseless tragedy, people need leaders to guide them on what to do, and even sometimes on what they should think and feel.   These powerful words will help to guide the people of Norway in the coming days.

That leadership will be much needed this week, as shock, disbelief and grief may turn to anger for some.

The emotion at Oslo Cathedral is a reminder of how important it is for global companies and organisations to be aware of the news agenda round the world every day.  When a tragedy happens, it's time to immediately review launches, marketing, promotional activity, events, competitions and stunts.  Do we have a campaign in Norway? Should it be pulled?  How does it fit in with the "3 Cs rule?" If in doubt, the failsafe position is "yes".   In general, it will be right for companies also to cease non essential press activity in Norway for the time being.

Companies undertaking social media campaigns in Norway should have a very good reason to continue with them.   Check your company website and Facebook page.  You should not hesitate to change it if you are not sure.  You should never tweet during a national religious service of this kind.  Even if it is an expression of sympathy and solidarity, wait till the end. Even if genuine, beware that activity of this kind can appear promotional and must be done with the utmost care, if at all. Companies assisting with funds or facilities in a major incident should do so quietly and without publicity or logos.

Offence in a period like this lingers for a very long time.