Navigating Corporate Communications in Politically Charged Times
In today’s highly charged political climate with an election weeks away, organizations face increasing pressure to address social, political, and cultural issues. During a recent webinar hosted by our very own Sara McGovern, VP of Public Relations and Communications at Slice Communications, key strategies were shared for managing communications and navigating these sensitive topics. Below are the most powerful insights I took away from this timely and important conversation.
Silence is Not Always an Option
The current political climate shows no sign of cooling down, and remaining silent can be detrimental to an organization’s reputation. Before deciding whether to speak out, consider the potential impact on your employees, customers, and stakeholders. Silence, especially on issues directly tied to your company’s values, could damage your credibility and brand.
While speaking out has its risks, staying silent on certain issues can also be detrimental. If an issue significantly impacts your employees or industry, not addressing it may lead to distrust or disconnection from your workforce and customers. Assess the risks of silence against the potential for backlash before making a decision.
Have a Decision-Making Rubric
Before making public statements, organizations should ask several critical questions:
If the answers suggest a strong connection to the business and its values, it may be worth addressing the issue publicly. However, if the issue is tangential and does not align with core values, it may be better to remain silent.
Authenticity is Key
When choosing to speak on controversial topics, authenticity matters. Tie your message back to your company’s values and actions. Organizations like Patagonia are often cited as examples because they regularly speak out on environmental issues, in line with their longstanding mission. Being consistent in your messaging reinforces authenticity and avoids perceptions of opportunism or "jumping on the bandwagon."
Balancing the expectations of employees with what is strategically sound for the organization is a challenge. Ensure that internal communications provide context for decisions made at the executive level. Open dialogue with employees about the company’s stance on certain issues, without becoming overtly partisan, is essential for maintaining a respectful workplace environment.
Be Prepared for Backlash
Anytime an executive or organization speaks out on a controversial issue, there is a risk of backlash. Ensure that your organization’s internal practices align with the message you’re putting out. Speaking out on an issue without addressing it internally first can lead to accusations of hypocrisy. For example, advocating for sustainability while failing to implement green practices within your own organization can damage your credibility.
To mitigate this risk, prepare in advance by developing holding statements and responses for stakeholders. Monitoring how your message is received is also crucial. It’s important to balance the potential fallout against the risks of remaining silent.
Conclusion
Navigating political and social issues as an organization requires careful thought, planning, and authenticity. By aligning with core values, preparing for potential backlash, and communicating clearly, organizations can maintain their reputation and contribute meaningfully to public discourse. These strategies help ensure that your company’s voice is heard while minimizing unnecessary risks.
For more on this topic or to get a recording of Sara's webinar, contact me directly here on LinkedIn or at www.SliceCommunications.com.