Interest in social issues and societal change is at an all-time high, and we're seeing engagement on those issues come from a larger and more diverse group than ever before thanks in great part to the power the internet and social media provide.

Today people can find other like minded folks without regard to distance or divides, and individual voices can be amplified to a degree never before seen in human history. This, combined with a constant barrage of events that force hot-button issues into daily conversation, means the question of whether your organization will engage in discussion of social issues has become one of "When?", not "If..."

I'm not going to deep dive individual issues here, and I'm not telling you what your position needs to be. What I'm telling you is, like it or not, you will be talking about these types of issues sooner rather than later. The form it takes may differ - many of you out there may mention them via internal communications or in direct conversations with team members, while others may be engaging publicly with the issues and deliberately becoming a vocal supporter - but it's going to happen, and before it does you need to be informed, aware, and prepared for potential outcomes.

Regardless of how well intentioned you may be, or how necessary the conversations become, you'll never please everyone, and being ready to deal with negative reactions (particularly ones that are likely to be driven by strong emotions) is critical to preventing or mitigating as much potential for damage as possible.

So how do you make sure you're going into this difficult arena with your eyes wide open? It's really Crisis Management 101. First, listen to your key stakeholder groups! This includes your own employees and business partners, along with your customers or client base. What do they care about, and why? Listening well will help you to determine which conversations you should be a part of, and which you're better leaving to others.

Don't forget the option of simply asking various groups what they think about issues you're considering too, while tools that measure social media sentiment and similar are extremely powerful today, a simple survey can often bring you direct feedback from known stakeholders that you won't find anywhere else.

Once you have a good handle on what people want and how they feel, determine how much your brand is willing to engage on the issue. For example, will you be voicing a quiet message to staff acknowledging there are issues and opening up a conversation, or will you be sponsoring major events and purchasing ad space to publicize your stance? Avoid the instinct to try to sell while taking a stance at all costs - while social stances can build your brand equity, you'll sink yourself quickly if you make it a cheesy profit grab.

Next, select your key messages carefully, and, just as carefully, work to understand what you'll say in response to any negative feedback. Consider all audiences and communication mediums here too, after all what you say on Twitter to an outside party is likely not the exact same thing you ask team leads to share with your own employees!

Your work isn't done when your first set of messaging rolls out either. Continue to keep the lines of communication open, adapt as needed depending on early reactions, and be open to admitting fault or learning from missteps if they occur. This isn't a one-time deal, and you can safely assume interest in social issues will continue to be top of mind for publics the world over for some time to come.

I feel a lot better knowing the lay of the land before my feet leave the ground, and you will too. Take a good look now, because we'll all be making the leap eventually.

Erik Bernstein
erik@bernsteincrisismanagement.com

Bernstein Crisis Management is a specialized firm dedicated, since January 1994, to providing rapid, highly effective strategies for preventing and managing crisis situations that harm people, property, business continuity, reputation and the financial bottom line. We guide our clients through every step of the crisis management process, from preparation to response, and are available 24/7 for assistance. Our more than 30 years of experience assisting clients worldwide makes us an absolute authority on preventing and responding to crisis situations.

www.bernsteincrisismanagement.com