ChicExecs Senior VP of PR and Digital Marketing Kristen Wessel shares how to remain politically correct in a politically incorrect world on Forbes blog. Enjoy this highlight from the article below.
Businesses usually want to appeal to all customers and clients. That’s why so many organizations devote themselves to public relations — to develop a positive relationship with the public.
Recently, we’ve seen businesses responding to the Black Lives Matter movement in a variety of ways. In moments of crisis or during social movements, the way I see it, your business can’t afford to stay silent. Passivity will not only harm your image in the long term, but it can also put you on the wrong side of history.
Public relations is all about navigating political correctness in a politically incorrect world. While the answers aren’t always clear, your business must consider taking action. Follow these three steps when taking a stand for what’s right.
Three Steps For Navigating Social Movements As A Business
1. Know where you stand.
First of all, what does your business stand for? What are your values? What do you believe in?
If you believe in equality, for example, showing support for the Black Lives Matter movement aligns with your brand values. If you create female-focused products, your brand may stand in support of the #MeToo movement. If you sell organic, vegan products for eco-conscious consumers, supporting the animal rights movement is a natural alignment.
2. Write messaging that reflects your values.
Let’s say your values include being an anti-racist business. That’s great! But now isn’t the time to quietly uphold your values. Social movements require speaking up, especially when it’s hard to do so. There’s an inherent risk in taking a stance as a business, but if you stay true to your values, you’ll likely keep your best customers anyway.
3. Use your influence for change.
Here’s the thing about political correctness: You can be politically correct, but you still have to take action. It’s not enough to simply voice your disapproval of violence against transgender women, for example.
Your business has to take tangible action. You have to prove that there’s a sincerely held mission behind your press releases and social media posts. This is easy in practice, but in the real world, it can be incredibly uncomfortable.
Taking action could include:
• Joining Protests: Invite your employees to hit the streets at a protest. Some businesses even provide paid time off to protesting employees.
• Making Donations: Put your money where your mouth is. Donate generously and often to causes that support your values.
• Checking On Your Employees: It’s not impolite to check in on your employees, especially if they’re members of a marginalized group. Offer time off, extensions and any other support you can to accommodate needs during a difficult time.
Read Kristen entire blog here.
