In an increasingly politically charged media landscape, brands may feel like pressure is mounting on them to wade in on political and social justice issues. While on some occasions this is an authentic and necessary response, there is a huge reputational risk for organisations who are tempted to join the conversation with style over substance.
I recently wrote an article for PRMoment, which outlined the questions brands should ask themselves before speaking out on controversial topics, and the work they must do to ensure their actions align with their communications strategies.
While global research on consumer attitudes towards brands and politics found that a massive 71% of people globally think that brands under pressure to take a side on a controversial or political issue must take a position, PLMR’s own research on consumer attitudes in the UK fall below this global trend.
Our survey of the British public found that just 32% of respondents think that companies should make public statements on political and societal issues, even if they are not relevant to their work.
How then can brands know when the right time to join a conversation is, or what the right thing to say is when pressure is mounting to speak?
When assessing when you should or should not speak out on an important issue, I would encourage brands to ask themselves two questions:
- Is this issue intrinsic to my business?
- How important is this issue to my audience?
Before deciding to weigh in on political and social justice issues, businesses must start by defining their intrinsic topics. While many organisations can be tempted to act based on their values alone, taking a step back and considering the issues that are inherently important to the function of your business can make decisions on when to comment much easier, and much more impactful.
Organisations must also ensure that they are acting in accordance with their values, staying consistent in their positions and the actions being taken on topics that are intrinsically important to their brand. Sharing a hollow statement only when pressed on an issue without any demonstratable actions on how your brand is walking the walk on the topic can quickly backfire, negatively impacting your hard-won trust and reputation.
Additionally, given that public perception is mixed on whether brands should speak on political issues, having a strong understanding of the attitudes and motivators for your core audience is essential to a company’s success. Is the issue you want to comment on of interest and important to your core audience? Or will speaking out on the topic alienate the group that enables your business to function?
When noise and public pressure to speak is mounting around an issue, focus on speaking directly to your target audience and addressing their needs and concerns to help you get your communications right.
For further advice and insights on when to speak out on contentious topics, read my article in full here:
