Though the question of discussing social issues has become a "when" rather than an "if", it's still critical to look before you leap in.
Sharing this month's most popular content and crisis management insights.
Volume XXIII | June 6, 2022
Just A Thought...
"Let our advance worrying become advance thinking and planning."
— Winston Churchill, former UK Prime Minister
From The Editor
Discussing Social Issues: Don't Leap Before You Look!
I doubt anyone's surprised at the topic of today's newsletter. Interest in social issues and societal change is at an all-time high, and we're seeing engagement on those issues come from a larger and more diverse group than ever before thanks in great part to the power the internet and social media provide. Today people can find other like minded folks without regard to distance or divides, and individual voices can be amplified to a degree never before seen in human history. This, combined with a constant barrage of events that force hot-button issues into daily conversation, means the question of whether your organization will engage in discussion of social issues has become one of "When?", not "If..."
I'm not going to deep dive individual issues here, and I'm not telling you what your position needs to be. What I'm telling you is, like it or not, you will be talking about these types of issues sooner rather than later. The form it takes may differ - many of you out there may mention them via internal communications or in direct conversations with team members, while others may be engaging publicly with the issues and deliberately becoming a vocal supporter - but it's going to happen, and before it does you need to be informed, aware, and prepared for potential outcomes. Regardless of how well intentioned you may be, or how necessary the conversations become, you'll never please everyone, and being ready to deal with negative reactions (particularly ones that are likely to be driven by strong emotions) is critical to preventing or mitigating as much potential for damage as possible.
So how do you make sure you're going into this difficult arena with your eyes wide open? It's really Crisis Management 101. First, listen to your key stakeholder groups! This includes your own employees and business partners, along with your customers or client base. What do they care about, and why? Listening well will help you to determine which conversations you should be a part of, and which you're better leaving to others. Don't forget the option of simply asking various groups what they think about issues you're considering too, while tools that measure social media sentiment and similar are extremely powerful today, a simple survey can often bring you direct feedback from known stakeholders that you won't find anywhere else.
Once you have a good handle on what people want and how they feel, determine how much your brand is willing to engage on the issue. For example, will you be voicing a quiet message to staff acknowledging there are issues and opening up a conversation, or will you be sponsoring major events and purchasing ad space to publicize your stance? Avoid the instinct to try to sell while taking a stance at all costs - while social stances can build your brand equity, you'll sink yourself quickly if you make it a cheesy profit grab.
Next, select your key messages carefully, and, just as carefully, work to understand what you'll say in response to any negative feedback. Consider all audiences and communication mediums here too, after all what you say on Twitter to an outside party is likely not the exact same thing you ask team leads to share with your own employees!
Your work isn't done when your first set of messaging rolls out either. Continue to keep the lines of communication open, adapt as needed depending on early reactions, and be open to admitting fault or learning from missteps if they occur. This isn't a one-time deal, and you can safely assume interest in social issues will continue to be top of mind for publics the world over for some time to come.
I feel a lot better knowing the lay of the land before my feet leave the ground, and you will too. Take a good look now, because we'll all be making the leap eventually.
The Big Question: Are You Protecting Your Reputation With A Plan?
Global executives say a massive 63% of their company's market value can be directly connected to its overall reputation, so why are so many brands operating without any type of crisis planning at all? [Read More]
5 Things You Should Never Do When You Get A Bad Review
There are lots of articles out there about what you should do when you receive a bad review, but how about a list of major do-nots from our experts who have been handling these tough cases head-on? [Read More]
Want to Learn More About Crisis Management Services? Our Experts Are Ready To Help
We offer a free no-obligation consultation to anyone who would like to discuss their needs or learn more about how BCM's four phases of crisis management - planning, training, simulation and response - can better protect their organization in a world where the outrage machine makes headlines every day.
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