Mark Malinowski at Cone inc. makes some very good points about Getting Involved with Controversial Subjects:
- Be authentic: When choosing a controversial subject, be sure that it fits completely with the companys values and mission. The larger the gap between the issue and the values of the company, the more room for backlash.
- Be honest: Consider why youre really getting involved. Is it to display a public commitment to an issue that matters or is it to garner media attention? If the issue does not relate back to the companys mission, it will be perceived as insincere and considered a media stunt.
- Stand your ground: Be willing and able to support the issue completely. If youre going to take a stand, you must support it through and through.
Be prepared for negative feedback: Not everyone is going to agree with your stance, or the fact that youre taking one. Consider how your position will affect your partners, employees and customers. Realize that your actions may cost you customers in the end.
The last one is something that a lot of people are not quite prepared for, but should brace themselves for, since there will always be negative feedback, even with non-controversial subjects.
{ 0 comments… add one now }