Written by intern: Elexis Hipp
PR firm Weber Shandwick recently published their third annual nationwide poll of consumer opinions on CEO activism. It found that more consumers expect CEOs to take definitive stances on controversial issues. They note that CEOs and their companies can have significant influence over government policies.
For example, earlier this year, United Airlines told federal officials that it would not allow them to use their planes to transfer migrant children who had been separated from their parents at the border. CEO Oscar Munoz said the Trump administration’s policy of separating families went against what the company calls its “shared purpose” of connecting people and uniting the world. Alternatively, United Airlines volunteered to fly reunited families to their next destination as they await processing by partnering with the nonprofit FWD.us.
Advocacy for social issues from the brands that they trust is increasingly important to stakeholders and consumers. At CommCore, we prepare our clients to communicate their brand messaging clearly to their targeted audiences and the media.
Here is what other organizations can learn from United Airlines:
- Tie your stand on any controversial issue to your brand promise.
- When you take a stand, also offer proactive actions you will take that reinforce it.
- Follow your conscience, but communicate your rationale clearly to key internal and external stakeholders to minimize misunderstanding.
- Be willing to take a hit from critics.