By Diane Streleckis - This highly charged election cycle can be particularly fraught for communication professionals. Leaders often want to share their policy perspectives or feel pressured to do so by expectant employees or stakeholders. But the risks to the company’s public perception, as well as a leader’s individually, can be high if a message goes awry.
Using these three tips from Bonnie Caver, founder and CEO of Reputation Lighthouse, a global branding, reputation, change management, and training consultancy with offices in Denver, Colorado and Austin, Texas, can help you guide your leaders through the landmines of communicating during an election—or any time.
Join Bonnie Caver in person or online on October 17, 2024, 5:30-7 pm ET. You’ll get hands-on practice applying Bonnie’s process for creating a decision tree to guide your leadership on taking a stand. Save your spot for A Leader's Guide to Taking a Stand on Social Issues: The Rubik’s Cube of Reputation |
Stay above policy discussions
While some organizations that are tied to policy topics might have to speak on them, Caver recommends that those that can steer clear do so. “As a general rule, the more you can stay above the fray of political agendas and be more focused on moving toward your purpose, the better off you’ll be,” she said.
Match messaging—and actions—to your purpose and culture
Leaders can’t say they believe in something but fail to back it up with action, Caver noted. She cited diversity, equity, and inclusion (DEI) as an example. “After 2020, some wonderful work was happening. But then the issue became part of a political agenda, which eroded the work many organizations were doing,” she said.
“Organizations focused on their core purpose have a much better success rate in driving social change,” she said. “It’s a mistake to step into topics that don’t align to what they do, say, and are.”
She stressed the powerful opportunity organizations have to build trust by living their brands. Doing so starts with leaders backing their rhetoric with action.
Know—and listen to—your audiences
As with all effective communication efforts, leaders and communication professionals must know who they’re trying to reach. “You have to know your internal and external stakeholders,” said Caver, “and that includes the challengers and detractors who you’ll need to bring along.”
A crucial way to know their audiences is through listening. “Many organizations aren’t listening to their stakeholders,” Caver said. Listening is the key to knowing what matters to your audiences, as well as what types of messages can alienate them or sew distrust.
She often jokes about “crisis money,” which is the higher cost it often takes to clean up the mess when a leader goes rogue on messaging and says something that doesn’t align with the company’s purpose or actions.
Don’t miss attending Bonnie Caver’s session on October 17, 2024, 5:30-7 pm ET. The interactive program provides an opportunity to learn by doing, plus pick up ideas from other communication professionals. Register: A Leader's Guide to Taking a Stand on Social Issues: The Rubik’s Cube of Reputation |
Diane Streleckis is a writer and content strategist dedicated to using the power of words for good. Understanding what makes people tick and then sharing practical ideas to help support their needs and concerns is Diane’s mission. She’s applied this mission mindset across industries for more than 30 years.