When it comes to taking a public position on any given issue, companies must constantly weigh the risks and possible outcomes, both positive and negative. A 2023 Bentley-Gallup Business in Society Report found that 41% of Americans felt businesses should speak out on current events, a 7% drop from 2022. The report also found that Americans who are 18 to 29 years old are more likely to support businesses taking a public stance, which represents a “significant tension between younger consumers and the older executives who run many U.S. businesses.”
As a result, depending on an organization’s public or private pronouncements, their reputation, credibility and possible longevity are more precarious than ever. Unfortunately, there is not always a right way to do something or a one-size-fits-all solution. Each decision has distinct surrounding factors, significance and frame of reference. However, the following five considerations should always be top of mind as organizations assess whether to take a public position:
- Decide if making a declaration makes sense. The first question that organizations should always ask is not when to make a statement—it is whether they should make a statement at all. Not every organization needs to weigh in on every issue. It is essential to have the right people in the room as part of the decision-making process as feedback from diverse perspectives always helps shape the ultimate course of action. This group may include representatives from senior leadership, strategic communications, legal, human resources and employee resource groups. Some companies have created and implemented scorecards or decision frameworks to help ensure a successful strategic process. Whatever an organization decides to do, it is helpful to build response plans in advance, making sure to anticipate potential repercussions. Ideally, organizations should do this before a crisis that requires implementing such plans.
- Choose the right person for the pronouncement. Once you have decided to make a statement, either internally or externally, it is essential to decide who will actually speak on the company’s behalf. It could be the CEO, the chief communications officer or a team of executives. Once this is decided, make sure the statement is authentic and consistent to their voice. People are very good at detecting insincerity, and in a recent business.com poll, 75% of respondents said they think companies often take positions on issues “for appearance rather than to effect social change.” As both observers of the public conversation and experts in media, communications staff can be invaluable here.
- Let ethics lead the way. Honesty, transparency and other ethical behavior must be part of all companies’ DNA. According to the 2024 PwC Trust Survey, 90% of business executives think customers highly trust their companies, but only 30% of consumers actually do. It is vital to realize and remember that constituencies have more outlets than ever to use to express themselves, and they are not only paying attention, but talking back. Do not get caught off guard.
- Knowledge is power. Before making a statement, make sure everyone involved is as educated as possible on the issue at hand. There is a lot of misinformation and disinformation out there, and it is always consequential. Also, be wary of “missed” information, such as lack of research, decisions made in the heat of the moment or inattention to detail.
Note that missed information is not the same as unavailable information. Once you have put out a statement, new data may come to light that was not known at the time. If that happens, do not retract what you announced or say that your spokesperson made a mistake. Also, avoid saying “no comment” as that is, in fact, a comment. Be forthright and state that you were working with what you knew at the time, and now that new information has come to light, the perspective has been revised. As Maya Angelou once said: “Do the best you can until you know better. Then when you know better, do better.” - Immediate does not equal impact. It is always what you say, not how fast you say it, that counts. Once you have engaged the public, it is vital to stay engaged, but wisdom and timing are more effective than urgency for its own sake. Make sure to adhere to your own timeframe, and if you do not feel confident that you have gathered all the information needed to move forward, then get back to work and make sure that you are confident before taking another step.