Key Takeaways
- Know your values
- Prepare your policies
- Speak transparently
With the presidential election still looming, the first half of the year has already seen a tremendous amount of upheaval and protests. On a national level, campus protests about the war in Gaza (and administrators’ reactions) reflected deep passion among students. The demonstrations, especially when they involved large encampments, forced administrators to balance important factors like safety, diverse views and protecting regular operations against the ideal of supporting free speech.
In Oklahoma, a rally about House Bill 4156 led some restaurants to close for the day. Some stated clearly why they made the decision, while others were circumspect about why their doors were locked.
In the past, many brands would have declared themselves neutral and steered clear of controversy. But today’s consumers and top talent consistently say corporate values matter to them.
What’s an employer to do in such a highly charged atmosphere, with some factors pushing them to take a stand, and others pointing toward just focusing on work?
Because almost any choice can be condemned by someone, leaders must think carefully about what matters most to them. In other words – their values. Is it better to focus on encouraging people to express themselves, or to prioritize focusing on areas where everyone agrees? Does the organization want to stay in a certain lane, or does it feel a greater responsibility to shape society? Are employees solely judged on their work product, or does what they legally say and do elsewhere affect their employment?
As with social media policies, companies will likely have to stick to general principles. Rather than saying what people can and can’t talk about, guidelines can focus on reminding their teams that – whether they’re in the office or on the clock – they always represent the brand.
Because legal and constitutional concerns come into play, attorneys may need to be involved. But brands also need to think about their culture and how it could be impacted based on any new policy. If employees who previously felt empowered to talk broadly about public matters suddenly feel stifled, will they start looking for other jobs? How will it affect productivity if members of the team feel offended or threatened?
Once leaders agree on the path forward, the next step is sharing what’s been decided and why. It’s a chance to demonstrate openness, and to acknowledge no policy can cover every situation. Staff may not fully agree with the decision, but they will appreciate knowing what factors were considered and the ability to shape their behavior.
It’s not possible to head off all crises or controversies. But, as with many sticky situations, preparing in advance and communicating clearly can help avoid PR disasters.
