There is no shortage of PR professionals and experts offering advice on how companies should respond to controversial social issues. Company executives ask if they will take on a public position. If so, should they speak proactively or only in response to media questions, or should they discuss the issue with employees only internally?
Historically, companies have avoided making public comments on controversial social issues. However, today’s stakeholders are demanding more from companies.
The answer is simply that this is not a 50/50 issue. For example, speaking up can alienate half of your employees or customer base. Nor is it as simple as just keeping your mouth shut.
Decisions about whether to take public positions on sensitive topics should be made with urgency, prudence and insight, based on mission and values. Decisions must be made at the highest levels of the company, such as the board of directors and senior management. Consider involving PR professionals, ethicists, other consultants, or even devil’s advocates to provoke higher levels of critical thinking and provide objective opinions on difficult questions. please.
While it is important to consider stakeholder positions and expectations, managers must proceed with caution. It is important to avoid allowing outside forces to influence the timing and publication of commentary and policy positions.
- When deciding whether to comment on social issues, consider the following:
- Has the company received inquiries from stakeholders or the media about its stance or lack thereof?
- Are companies willing to respond? Why or why not?
- What does a company gain by taking on a public position?
- What will the company lose?
- Do your mission statement and core values closely align with one aspect of the problem?
- Is the problem related to the company’s product or service?
- Do you know how your employees and other stakeholders feel about this issue?
- Is your position consistent with or inconsistent with that of your employees and customers?
- Has the company or its executives ever taken a public position on this issue?
- Are your actions consistent with your proposed position on this issue?
After thoroughly considering the answers to these questions, management still faces a choice. Do you talk about it publicly or only internally? Of course, there is little or nothing left inside anymore. But even if the company’s decision is to remain silent about the issue, this exercise is invaluable to leadership. It helps build the ability to think carefully and make informed decisions about important social issues. Please rest assured. In the highly divided world we find ourselves in today, more is on the way.
– Deb Heilman, SCMP, is president and CEO of the Crisis Management Institute.