7 Elements of an Authentic Online Crisis Statement

Businesses across all industries are taking a public stance on issues of racism and equity in response to the tragic deaths of Breonna Taylor, George Floyd and Ahmaud Arbery and the countless instances of injustice and prejudice that have occurred over several decades in America. #BlackLivesMatter demonstrations around the world continue to drive conversations and activism both online and offline around the dismantling of oppressive systems, need for increased awareness around discrimination and options for increased accountability within all aspects of business.

This movement is leading to a rapid change in consumer interest in understanding things like C-Suite leadership diversity, supply chain and eco-friendly business practices, and organizational ethics. People want to know more about where their money is going and whether or not that aligns with their personal values. This online statement from B-Corp organization Ben & Jerry’s ice cream was recently celebrated for being transparent, showing how their operations have continued to support equity and that their business history reflects this. There are many other statements, however, that consumers have rightly called out for being problematic, hypocritical, tone-deaf and formulaic.

Clearly, speaking out and speaking up for what matters continues to be an essential part of demonstrating transformational leadership. You may be thinking right now about the best way to communicate with your stakeholders in a way that focuses on authenticity and transparency. Here are seven elements of an authentic online statement that can support your messaging toolbox as you connect with your online audience and seek to maintain trust. To find more available resources and educational guides in support of the #BlackLivesMatter movement, visit https://blacklivesmatter.com/resources/.

1. Keep your response direct. Don’t speak in platitudes or generalized LANGUAGE.

People are perceptive to language that is intentionally vague for the sake of avoiding potential conflict. Don’t use terms that are ambiguous or general. Have a few colleagues read through the statement and share their perspective on clarity before sending.

2. Aim to provide transparency around your history of business ethics.

Whether your business history is public or private, provide specific examples of the ways your organizational ethics had led your decision-making. From hiring practices to salary information and production, those who are supporting you should know your long-term commitment to leading with integrity.

3. Seek to fully understand the complexity of the issue and respond to stakeholder feedback with empathy.

Public statements are not intended to “win over” your audience. Their purpose is to be informational and to clearly state the intention for future business actions. Embrace any backlash that may come up as an opportunity to engage in dialogic communication from stakeholders who want their voices heard.

4. Keep messaging centralized not on the business, but the issue at hand.

While including information about organizational history and future action is important, don’t lose sight of why the statement is needed in the first place. Commenting and taking a clear stance on the issue should be at the core and guide all aspects of the message.

5. Clearly state the business actions that stakeholders can immediately anticipate.

Stakeholders should understand why the previous way of doing things has or has not served the public well in response to current needs. This needs to be followed up with which changes can be expected that will influence consumer decisions moving forward.

6. Don’t be afraid to acknowledge and take responsibility for previous missteps or learning moments that have transpired.

Remember, no business is immune to controversy. By acknowledging what went wrong, whether or not an organization is completely culpable, is important in regaining stakeholder trust in the midst of uncertainty. This shows humility, compassion and understanding of the impact of the crisis.

7. Realize that there is no such thing as a “perfect statement”.

Writing any statement with the expectation that the message will be received and interpreted as being flawless is misguided. The best statements are those that focus on substance, not style or format. They achieve acceptance because they are able to make stakeholders feel seen, heard, cared for and ultimately, understood.

WordSpark Digital Consulting is ready to connect with social impact clients to execute an effective digital marketing strategy and deepen their connection with relevant audiences and drive leads. Interested in collaborating? Let’s connect.