In today’s rapidly changing and increasingly polarizing world, businesses face increasing pressure to engage with and comment on current events and social issues. This dynamic landscape makes corporate communications more challenging than ever. Companies must carefully balance their public responsibilities with their primary obligation to shareholders. But how on earth can businesses navigate this delicate tightrope act?
As a crisis communications and public relations expert, I’ve put together some best practices to ensure that your corporate communications align with your company’s values and mission while addressing national and global events:
1. Be authentic and consistent
Your company’s stance on social issues must be in harmony with its core values and principles. Consistency is key; actions should mirror your stated values, and messaging should align with your actual practices.
2. Be transparent and open
Openness about your intentions, actions, and challenges fosters trust. Whether you’re embarking on diversity and inclusion initiatives, sustainability efforts, addressing current events, or are simply at a loss of what to say or do, transparency is your ally. Be open.
3. Engage your employees
Your employees serve as your most valuable ambassadors. Encourage them to contribute their perspectives on how the company should address social issues. Make sure they feel comfortable sharing their views by fostering a respectful, safe environment.
4. Use clear and compassionate messaging
Simplicity is powerful. Use plain language that a broad audience can easily understand. Steer clear of jargon and hyperbole. When addressing sensitive topics, always convey empathy for those affected.
5. Avoid being performative
Substance should always outweigh rhetoric. Engage in meaningful community involvement related to the issues at hand, whether through volunteering, charitable contributions, or partnerships with relevant organizations. Be authentic. Be real.
6. Continuously evaluate and adapt
The business landscape and public sentiment are ever evolving. Regularly assess your communication strategies and adapt as needed to remain relevant and effective.
By following these best practices, your company can communicate effectively on national, global, and social issues. Simultaneously, you can build trust with your stakeholders and make a positive impact on the world. Navigating the intricate web of corporate communications in today’s world may be challenging, but with authenticity, transparency, employee engagement, clear messaging, substantive actions, and adaptability, businesses can still thrive while contributing positively to the global discourse.
