As we’ve seen during the recent U.S. election and the COVID-19 crisis, it’s important to carefully consider any statements you make regarding hot-button issues. Recent history shows a wide variety of public figures have learned this lesson the hard way. Saints quarterback Drew Brees and FSU football coach Mike Norvell attracted blowback from statements they made after George Floyd’s death. Social media influencers such as @traderjoeslist creator Natasha Fischer and YouTube sensation Tana Mongeau also faced backlash for their responses to the crisis. With CNN’s Don Lemon and others calling out celebrities for being too cautious and declining to weigh in, public figures, brands and business leaders alike are realizing that sometimes silence is no longer an option.
To assure you are communicating in a meaningful and effective way, we recommend practicing good social listening and being mindful of the long-tail effect your words could have. As always, authenticity is key—and the best way to achieve that is through honesty and clarity. Avoid vague platitudes and superficial lip service. For an example of carefully considered messaging that still displays unmistakable integrity, read former Secretary of Defense James Mattis’ statement calling for unity, mutual respect and a renewed common purpose during a challenging time in U.S. history. It is evergreen.