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How to ‘Speak’ Purpose without Rocking the Boat: Six Smart Tips
July 31, 2024
Companies face a unique challenge in a culturally and politically charged environment: aligning business objectives and strategy with purpose-centered efforts. What can “feel” like the right thing to do may unintentionally quickly threaten to fracture customer relationships. Purpose and Social Impact is far more than “it feels right to do,” or “this will be good for our visibility.” When it comes to corporate reputation, these decisions are central to business objectives, strategy, and customer expectations.
The social climate has changed and the tools that engage people to share their opinions have been democratized. Now, one powerful voice in objection can rally the multitude to join in the conversation and share polarizing opinions. Companies that “either hold their ground” or “retreat” suffer the pain – lost confidence in management, stock value decline, product boycotts, and even pop-up protests.
Like any other difficult decision in business, purpose-based decisions that elevate business value to current and potential customers, investors, and even regional and national policymakers require the same commitment to market research, understanding audience expectations, and evaluation of whether to be part of a powerful coalition or go it alone. The chief communication officer and communication team are charged with making savvy decisions on the foundation sustaining and strengthening corporate reputation.
Plenty of surveys make the case that businesses should take the lead in tackling social and environmental disparities. For instance, a recent “Hunger Matters” survey from HelloFresh showed that more than two-thirds of Americans believe more should be done by brands and organizations to combat hunger and food insecurity. These types of data entice companies to embrace tasks that address a wide range of pressing issues. But companies can’t sidestep the basics – those issues aligned to a company’s business “purpose” to exist and market expectations. Companies absolutely do have the ability to make a difference. That “difference” must remain rooted in business objectives.
Here are general tips for corporate social responsibility, communication, foundation, and C-Suite leaders to consider before taking the plunge into purpose and social impact.
1. Align to Core Objectives and Market Value
To integrate purpose and social impact into a company’s communication efforts, leaders must start by considering objectives, strategy and customer value. This involves aligning social initiatives with the company’s core values and mission. Study the market, customer, and investor landscape; examine what worked and didn’t for other companies that acted as if doing good things correlated with sales outcomes without greater consideration. Developing a purpose-centered idea or campaign requires doing the homework with employees, customers and other market influencers. It’s possible to get started by testing the waters without reputational risk.
2. Listen To and Engage with Stakeholders
Open a line of communication with stakeholders—including employees, customers, and the communities the business serves and operates in – to understand how initiatives will be received and make necessary adjustments.
Regular feedback mechanisms, such as surveys and focus groups, provide key insights into how these efforts are perceived and where adjustments should be made. That engagement secures confidence that the effort is not happenstance or craven.
3. Consistently Measure Impact
Before engaging in any external effort, ensure you can monitor short-term and long-term goals and review progress as a standard business practice. The concept of “ESG Reports” is going through its own swirl. Still, tracking a company’s pathway on sustainability, community impact and responsible management is a long-required process. In a world that increasingly demands corporate transparency, operational accountability suggests commitment to social impact. Regularly reviewing these practices—shared according to business needs with stakeholders— will build collaborative bonds for ongoing efforts.
4. Build Internal and External Coalitions to Support Efforts
Employees can be powerful advocates for a company’s purpose-driven initiatives. Grassroots advocacy from employees can be more impactful than top-down communication. When employees genuinely believe in and talk about their company’s values, it resonates more deeply with the public and appears less like corporate propaganda. Companies should also look at coalition building from within to the outside world. Outside the organization, forging alliances with nonprofits and community organizations – the willingness to unite to advance a social impact effort – reinforces that a company working with others is prepared to share the credit to amplify change.
5. Amplify Stories at the Right Moments with the Right Voices
The C-Suite leaders are the company’s “storytellers” and must be willing to champion internally and externally any purpose effort and amplify the company’s purpose-driven mission internally and externally. Leadership can employ storytelling techniques when speaking with employees, key customers, the market or investors. Sharing personal and (with permission) employee stories in company blogs, internal newsletters, and social media channels focuses on the journey and the people behind the initiatives rather than the outcomes. And most importantly, lead with partner voices on the frontlines of change who have powerful impact stories to tell. This approach emphasizes authenticity and personal connection.
6. Adapt Communication Strategies
In a politically charged environment, companies must be prepared to adapt their communication strategies to changing circumstances. This includes being ready to respond to crises or criticisms thoughtfully and measuredly.
Having a crisis management plan for every proactive communications strategy that includes clear guidelines for addressing social impact-related issues can help navigate potential backlash. This proactive approach ensures that the company’s values are upheld even under scrutiny.
Social Impact, Reputation, and Business Success
Building a purpose-driven reputation in a politically charged environment requires a strategic and nuanced approach. Global companies must focus on aligning their efforts with core values, leveraging subtle storytelling, empowering employees, forming strategic partnerships, and maintaining a long-term perspective. This approach mitigates the risk of backlash and fosters genuine and lasting change. In a world where actions speak louder than words, these principles guide companies in making a meaningful difference while navigating the complexities of today’s socio-political landscape.
Originally posted on O’Dwyer’s on July 31.
POSTED BY: Amy Terpeluk
