Navigating Tumultuous Waters: Careless Companies Sink, Thoughtful Companies Swim

Over the past months, various corporate blunders have made headlines, which may tempt companies to avoid getting involved in potentially contentious matters. However, that isn’t the nature of public relations professionals.

A recent Gallup survey revealed that the United States is almost evenly split on whether businesses should take a stand on social or political issues, with 52% against and 48% in favor. Younger individuals and Democrats are more likely to support businesses engaging in such matters. To effectively address controversial issues, companies must adopt a strategic approach with careful consideration.

• Does the issue align with our brand identity?

  Companies cannot possibly address every issue out there. Before engaging in a contentious matter, businesses should evaluate whether the issue aligns with their mission and values. It’s essential to select an issue that resonates authentically with the brand.

• Are we practicing what we preach?

  Before diving into controversial social issues, stakeholders expect companies to demonstrate their commitment through tangible results. Organizations should examine their employee policies, hiring practices, corporate social responsibility initiatives, and more to ensure they are consistent with their public stance.

• How will our stakeholders respond?

  Understanding stakeholder reactions to a controversial issue is crucial before taking a stand. Companies should consider surveying stakeholders and genuinely understanding their perspectives. It’s important to recognize that disagreement from some stakeholders doesn’t necessarily mean it’s the wrong decision, and conversely, a popular stance isn’t always the right fit for a company. The key is to anticipate potential backlash and prepare accordingly.

• How will we convey our position to stakeholders?

  If the chosen issue is controversial for some stakeholders, it’s essential to communicate the company’s stance effectively. Align the position with core values, demonstrate empathy, and showcase its importance without alienating existing stakeholders. Consider gradual changes to guide stakeholders through the desired transformation.

• Have we consulted people with opposing views?

  Engaging with individuals who hold opposing opinions can provide valuable insight. By forming a diverse group of individuals with differing perspectives, companies can better understand the reasons behind differing views and avoid falling into the trap of labeling those with opposing opinions as uninformed.

• Can we make a meaningful impact on the issue?

  To avoid being perceived as hypocritical, companies must ensure they have the resources and expertise to make a difference regarding the chosen issue. It’s vital to select a cause where the organization can genuinely contribute and execute effectively.

• Do we have the support of our entire team?

  It’s crucial to have the backing of the company’s leadership and internal teams before engaging in contentious topics. Ensuring top executives understand and support the plan is necessary, along with presenting a contingency plan that outlines potential risks, rewards, and responses.

• How will this affect our employees?

  Employees are a vital stakeholder group, and according to the Edelman Trust Barometer, 54% of employees worldwide believe CEOs should address controversial political and social issues. They want their leaders to use their influence to bring about positive change.

Gallup’s survey also found that 88% of Americans think businesses should strive to make the world a better place. However, only 24% believe they do so effectively.

In conclusion, businesses have an opportunity to make a positive impact on the world around them. But it’s essential to do so in a way that is authentic, positive, and unifying. So, take a step back and think carefully before jumping into the fray.