We completed our seventh year during a time that may one day be considered the beginning of an era of unprecedented activism. A large and growing number of companies have taken high-profile stands on a variety of political and social issues. And employees are increasingly empowered to go public about a host workplace or social issues. This activism can have both positive and negative corporate reputation implications.
Both forms of activism and their impact are explored below in two essays I authored for The RepTrak Academic Collaborative titled, “Take a Courageous Stand – A Leadership Dilemma for CEOs,” and “Employee Activism – One of the Greatest Threats to Reputation.”
This important topic was also the focus of this year’s Global Communication Report from the USC Annenberg Center for Public Relations titled, “The Future of Corporate Activism.”
Time will tell if these trends will continue given inflation, ongoing supply chain challenges, and an impending recession forcing companies to focus more on their financial performance. Impending workforce reductions may create fewer opportunities for employees who may feel more fortunate to have a job and less likely to criticize their employers publicly.
Following is a brief highlight of our work this past year as well as our continued engagement with USC, including the USC Annenberg Center for Public Relations, which I serve as a member of the board of advisors, the USC Annenberg School for Communication and Journalism, where I continue as an adjunct professor, as a senior fellow of the Marketing and Communications Center of The Conference Board, and now as a member of the Academic Collaborative of The RepTrak Company.
Our Work
Corporate Communications
Created scenario planning, media and message strategy, and stakeholder identification for the board of a high-profile non-profit regarding a possible executive change
Developed media and message strategy and announcement materials for two senior management changes and the appointment of an independent lead director for a Fortune 500 company
Assisted in a search for a high-level head of external relations in partnership with the outside executive search firm; screened and interviewed candidates and provided feedback
Crisis and Issues Management
Continued to provide litigation counsel and support, including scenario planning, messaging, and content creation for a Fortune 500 company
Prepared media and employee communications materials regarding the accidental death of an employee of a major commercial landscaping company
Provided strategic communications counsel on employee protests, media coverage, and social media backlash regarding a company’s employee vaccine mandate
Continued to support a leading apparel brand on a host of issues ranging from WFH and RTW policies, changing Mexico labor union laws, DEI business strategy, global sourcing, and Ukraine operations
RepTrak Academic Collaborative
This past year I was invited to join a group of senior-level practitioners and academics on reputation, public relations and communications called the RepTrak Academic Collaborative. Organized by The RepTrak Company, the preeminent reputation research organization, the collaborative includes professors from American University, University of Louisiana at Lafayette, University of Florida, NYU, Columbia, Notre Dame, and the University of Southern California.
As part of that organization, I authored a piece titled, “Take a Courageous Stand: A Leadership Dilemma for CEOS.” Today there is increasing pressure for companies and CEOs to take public stands on high-profile political and social issues, which carry with it some expectation of reputation and brand lift. However, to do so without understanding the political landscape, the changing expectation of stakeholders, and the need for a disciplined approach to engagement can be a risky reputation proposition.
In exploring the major reputational risks faced by companies today, I also authored a short essay on “Employee Activism – One of the Greatest Threats to Reputation.” The article provides some specific actions companies can take to minimize the need for employees to go public.
There’s Never Been a Better Time to Be a CCO, Or a More Challenging and Demanding One
As part of my role as a senior fellow of the Marketing and Communications Center of The Conference Board, I authored a short piece exploring the expanding role of CCOs, who over the past two years have been at the center of helping their organizations manage a host of extraordinarily complex business, social, and political issues. You can read the full essay here.
USC Annenberg Center for Public Relations Global Communications Report 2022
This year’s 2022 Global Communication Report from the USC Annenberg Center for Public Relations, “The Future of Corporate Activism,” continued the exploration of polarization, societal issues, and their impact on the communications function and professional communicators. The research found that 93% of public relations professionals say they are spending more time in their jobs navigating societal issues than five years ago, and they expect these challenges will increase. Understanding how to navigate this new reality facing our profession is critical.
Kenneth Owler Smith Symposium
The Kenneth Owler Smith Symposium, which I helped found along with several others 32 years ago, is USC Annenberg’s annual overview of the public relations industry. It has been the premier event for public relations students and practitioners in Southern California since its inception in 1990.
This year’s theme was “The Future of Corporate Activism.” The program and discussion reviewed the 2022 Global Communication Report research and featured corporate leaders from companies that are actively engaged in communicating about and supporting social justice issues, including Patagonia, Lyft, Rare Beauty, and Ben & Jerry’s.
Teaching
Once again, I had the privilege of teaching a second-year graduate student course at USC Annenberg, titled, “Corporate Public Relations and Reputation.” The class explored the full range of the corporate communications function with a particular emphasis on managing reputation. The class came to life with guest lectures from senior communications executives at Moderna, Meta, Levi Strauss, Mars, CAA, Eli Lilly, USC, lululemon, and The RepTrak Company. I continue to be amazed at how bright and dedicated these students are. Rest assured the pipeline is filled with exceptionally talented prospective employees anyone would be proud to hire.