As the country heads into the 2024 election season, many brand leaders may be wondering if they should consider entering conversations of politics and policy, or if staying silent has a greater impact. During high-traffic news cycles— including social and political global events—many brands may feel obligated to join the thread and contribute to the trending story, feeling mounting pressure for their corporate teams to comment on headlining news. But inserting a brand’s voice may not win over audiences or guarantee a media hit, nor may it positively impact your brand’s reputation.
According to the second annual Bentley-Gallup Business in Society Report, consumers are less interested in wanting brands to comment on key sociopolitical issues. They are becoming more marketing savvy and can spot inauthenticity from brands—making them think twice about purchasing decisions, which should make brands think again before entering politically charged conversations.
To help make this decision, PR pros can consider five key questions when advising brands on entering (or staying out of) news cycles ripe with divisive stances.
1. Is there an authentic connection to the brand?
Before expending energy and time figuring out how to enter the conversation, first consider if it even makes sense for the brand to join the thread. Does the issue or topic at hand have an impact on the business? Does it align with its corporate values? Will it make sense to its audience why the brand in particular spoke out, or will it just appear tone deaf? If this issue impacts the brand's values and its stakeholders directly, then it may feel responsible to share a perspective and uphold its mission.
2. Is the brand willing to take action?
It’s not enough to just join a conversation. If brand leaders feel strongly enough to say something, they should be willing to take meaningful action too. Speaking up can reinforce the brand's values, but taking action can power its purpose.
In 2017, Airbnb expressed its criticism of a travel ban implemented by the U.S. government’s administration, at that time, that closed America’s borders to refugees and citizens from several countries. Through a series of statements, including a Super Bowl commercial, it criticized the ban—which the Airbnb CEO said posed a direct obstacle to the brand’s mission. But Airbnb backed up its stance by taking action, providing short-term housing for 100,000 people in need over the next five years and donating $4 million to the International Rescue Committee.
3. What is the potential impact to your brand’s reputation?
Joining a potentially divisive conversation inherently has some risks. Comments may rally some audiences but alienate others. Before speaking with the media, weigh the short- and long-term impact to the brand. A positive reputation takes years to build, but just one statement can ruin it.
4. Are you willing to weather any backlash?
If faced with public pushback (which is almost a guarantee in today’s digital environment), do brand leaders feel confident enough in their decision to have unapologetically entered the conversation? Are they willing to accept any negative business impact in favor of outwardly supporting the brand’s values?
Several years ago, Ben & Jerry’s defended their unwavering advocacy of social justice amidst the aftermath of George Floyd’s death. Even when the brand received backlash from customers who disagreed with their strong and direct opinion, it stood by its stance. It reinforced its well-known reputation as a socially responsible company that is willing to speak out on important social issues—and take on the consequences.
5. Should you consider other tactics instead of earned media to better control the narrative?
There’s always a risk that a media interview may not capture a brand's words as envisioned. But that risk is increasingly heightened when commenting on an already sensitive, potentially polarizing topic. To help control the message, consider leveraging the brand's owned channels like blogs or newsletters. You can still reach key audiences yet remain in control of message delivery.
When the news cycles are crowded and opportunities for your brand seem slim, don’t make a knee-jerk decision to speak out without thinking it through. If PR pros really have a brand’s best interest in mind, they can make strategic decisions to confidently stand by in the long run.
Meagan Sloan is Associate Vice President of Red Thread PR.