When our country endures a tragedy like the Orlando shooting or a natural disaster like the flooding in West Virginia, we get completely wrapped up in the stories, the people and the emotions. We want to show our concern, to connect with each other to mourn together and, of course, we want to do something to support the victims. 

Immediately after the Orlando shooting a few weeks ago, we saw people changing their social media profile pictures, expressing their support and starting fundraising campaigns. Because of the nature of the tragedy we also saw a flurry of conversation around gun control, intolerance and other social issues that played a role in the shooting.

As a country we were horrified, afraid, angry, sad and struggling with our feelings of helplessness. We expressed all of those reactions for many days following the shooting.

My guess is that if your social media channels are like mine, some people expressed themselves more eloquently than others. And some, it seemed, talked to talk, as if they didn’t want to be left out.

But the people who really touched my heart and inspired me were the ones who didn’t say very much but they did something. They donated blood or shared a link to a site collecting donations.  They found a way to help and quietly did so.

Brands can probably take a lesson from that observation. After all, organizations hurt and feel compassion in the same way we do. They want to express their support as well. After all, they’re just big groups of people.

Much like our friends and family, some companies express their support better than others.  There’s a thin line between solidarity and trying to capitalize on a tragedy to position your brand or organization in a good light. 

Don’t get me wrong. I think it’s very bad form for any organization to use a crisis or tragedy as a marketing tactic. But you sure don’t want your well-intentioned gesture or words to be labeled as self-serving or an attempt to capitalize on a tragedy.

If your company wants to conduct itself in a way that’s above reproach, follow these guidelines.

Say very little, do something meaningful: JetBlue and Allegiant Air both offered free flights to and from Orlando for the families and domestic partners of the victims. Local Chick-Fil-A restaurants, which were in the headlines a few years ago when the owner was very vocal in his opposition to gay marriage, quietly opened up on Sunday and donated food all day for people who were donating blood for the victims. Organizations like Disney, Wells Fargo and Darden Restaurants (parent company of Olive Garden) all donated hundreds of thousands of dollars without any fanfare.

Mourn together: Target acknowledged that two of the Orlando shooting victims had been Target employees. To honor them and all of the victims, all of the company’s stores across the country observed a shared moment of silence.

Show your support: Many companies and entities (including the Eiffel Tower, the London Eye and One World Trade Center) displayed the colors of the rainbow on their buildings. Buildings all over the world showed their support and solidarity the week of the shooting.

Help others offer a helping hand: Verizon initiated a program that allows people to text a code that activates a $10 donation to be added to their monthly phone bill. UnitedHealthcare is providing free counseling via its Optum Help Line 24/7 for as long as necessary to anyone affected by the shooting.

These companies all showed their compassion and humanity. It’s worth noting that none of their gestures require a lot of talk. In times of tragedy and when people are hurting, actions definitely speak louder than words.