When Standing Up Could Mean Standing Out

The historic events of the 2024 election cycle have reignited the age-old debate of if and when an organization and its leaders should speak publicly on polarizing issues or in times of crisis. Historically, most Americans weren’t interested in hearing what a brand or CEO had to say on political or cultural issues. And for many, keeping public commentary to a minimum was a safe space to reside. 

But as social media and society have evolved, many now prefer – or even demand – to hear what an organization thinks and what it’s doing to drive change. Communicators now face the difficult decision of counseling their organizations and C-suite executives on when to stay silent or when to speak up. 

As this public pressure mounts for leaders to play a role in social commentary, take the time to discuss your approach with your communications team and leadership. 

Consider these five points when determining if and when to speak out:

1. Align your message with the company’s values and overall mission. 

Is the reason you’re speaking out reflective of your company, or driven by personal bias? If personal, consider the risks of both staying silent and speaking out. We know authenticity is key in today’s digital world, but as a representative of the organization and industry, take the time to be thoughtful with what is said and how it’s framed.

2. Consider the moment and the impact. 

Is what’s happening a brief moment in time or something that is an ongoing issue? Have you spoken out on this issue before? If no, determine if now is the moment to start.  

3. Lead with authenticity and as needed, solutions. 

If your organization or leader has a personal connection to the moment, or is an expert and can offer credible guidance, be thoughtful about if now is the time to offer solutions or just a moment to display empathy to avoid coming across as self-serving.

4. Determine the right voice and channels. 

If you do choose to speak out, should it come from your organization or a specific leader? Certain situations won’t make sense for a brand to speak to, but perhaps your leaders can represent your mission. Be cautious about sharing personal, more authentic opinions through the organization’s channel where it may seem as though you are speaking on behalf of employees. 

5. Don’t neglect your internal stakeholders. 

Even if you might not think there is a direct impact on your employees, consider how your statements could affect them emotionally and mentally. Communicating with employees when the country is facing multiple polarizing and emotional events is a chance to bring calm and clarity to a time of chaos. Even if you are just offering compassion and understanding, it is likely to inspire and bring people together.

The Adfero POV 

For decades, communicators have worked carefully to craft strategic frameworks that help their organizations make decisions. As the world and expectations evolve, don’t disregard a well-established process just because you’re feeling pressure. At the same time, take advantage of the opportunity to dust it off and see if you can or should evolve with the times.