The Dilemma: Communications in the Middle
Corporate communications leaders recently met to address the dilemma of how to guide their company’s messaging about the violence in the Middle East. The challenge to communications voiced by employees, on all sides of the issue, was “If you talked about that [other issues], why are you not talking about this?” Neither talking nor staying silent is an easy option.
Insight for What’s Ahead: The situation will get more complicated and could escalate as other nations contemplate involvement. Many US companies have operations in the region. The civilian casualties and the social/media portrayals of the barbarism are heart numbing, and the employees and other stakeholders of every company naturally sense a direct or indirect connection to the people affected by the conflict. In this context, communicators must lead their corporate messaging strategies with sensitivity and empathy while keeping emotions—theirs and their stakeholders’—in check.
Every company has its protocols and criteria to guide statements by their leaders, but as one communications expert put it, “criteria go out of the window when the issue hits and emotions rise.” Each company must act in line with its values and protocols. However some common steps were voiced by communications leaders:
- Be ready: All businesses, especially those with a global footprint, need to prepare response strategies for potential scenarios of de-escalation and escalation across the region.
- Be transparent: Follow your principles and protocols and be willing to explain the “why” of your actions.
- Be inclusive: Consider the appropriate tone both internally and externally, acknowledging differing perspectives.
- Be focused: Contour communications with each constituent in mind: employees, owners, customers, community.
As our Members consider and enact their communications response, The Conference Board will provide trusted insights into the unfolding situation. Stay tuned in to the Marketing & Communications Center and our Councils.
The Dilemma: Communications in the Middle
Corporate communications leaders recently met to address the dilemma of how to guide their company’s messaging about the violence in the Middle East. The challenge to communications voiced by employees, on all sides of the issue, was “If you talked about that [other issues], why are you not talking about this?” Neither talking nor staying silent is an easy option.
Insight for What’s Ahead: The situation will get more complicated and could escalate as other nations contemplate involvement. Many US companies have operations in the region. The civilian casualties and the social/media portrayals of the barbarism are heart numbing, and the employees and other stakeholders of every company naturally sense a direct or indirect connection to the people affected by the conflict. In this context, communicators must lead their corporate messaging strategies with sensitivity and empathy while keeping emotions—theirs and their stakeholders’—in check.
Every company has its protocols and criteria to guide statements by their leaders, but as one communications expert put it, “criteria go out of the window when the issue hits and emotions rise.” Each company must act in line with its values and protocols. However some common steps were voiced by communications leaders:
- Be ready: All businesses, especially those with a global footprint, need to prepare response strategies for potential scenarios of de-escalation and escalation across the region.
- Be transparent: Follow your principles and protocols and be willing to explain the “why” of your actions.
- Be inclusive: Consider the appropriate tone both internally and externally, acknowledging differing perspectives.
- Be focused: Contour communications with each constituent in mind: employees, owners, customers, community.
As our Members consider and enact their communications response, The Conference Board will provide trusted insights into the unfolding situation. Stay tuned in to the Marketing & Communications Center and our Councils.
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