Whitepaper: How politically should companies express themselves?
The second Reputation Experts white paper deals with the question of whether and under what conditions companies should speak out on political issues. It provides concrete points of reference for strategically sound decision-making by the board of directors and management.
The increasing expectations on companies to take a stand on social or political issues raise questions about the opportunities and risks for reputation. In a new white paper, Hans-Jakob Boesch from Hjb and Sabrina Huber from Sabrina Huber Consulting provide decision-makers with guidance. The two are part of the "Reputation Experts" network.
Three criteria are central to a well-founded decision: Relevance of an issue for the company, acceptance by the stakeholders and a clearly recognizable benefit. "And companies should certainly not allow themselves to be put under pressure by third parties on this issue, but should decide solely on the basis of their own interests," Hans-Jakob Boesch is quoted as saying.
The guidelines are aimed at board members, management boards and communication managers. It addresses both strategic consideration and the operational implementation of political statements. "Nothing is more dangerous than loud talk or loud silence without a plan and substance," says Sabrina Huber.
The white paper includes food for thought, identifies risks and contains a checklist for implementation. It is available on Reputationexperts.ch ready for download.
Reputation Experts published a white paper back in February. In it, Susanne Müller Zantop advocated the introduction of a "reputation board" in companies.
