Business is changing rapidly, and the demands on executive leaders are greater than ever. In our Ask a Chief series, Chief members and senior executives share their invaluable insights and expertise on the business-critical issues shaping today’s leadership agendas.
Today’s article features Cheryl Overton, founder + CXO of Cheryl Overton Communications, an award-winning collective using creative strategy and storytelling to help brave brands impact culture and win with consumers. Overton answers the following question from a communications leader: Everything feels so divisive today and it’s hard to know if there’s truly a way to please everyone. How can I decide what issues are worth me and my company responding to? And how can we create space to address sensitive topics?
In today’s increasingly divisive landscape, it’s easy for leaders to feel as though they should have a well-crafted response to multiple issues at once. But navigating brand messaging and communications requires a strategic approach grounded in authenticity and empathy. Drawing from my 25+ years of experience as a Brand Marketing and Communications leader, my insights from the Chief network and my lived experience as a Black American woman, here are a few reflective tools to help you navigate complicated communications in a way that serves your organization — and your own humanity.
Align With Your Company’s Values and Mission
Clients will ask, “Should we speak out on conflict [X] or headline [Y]?” when the better question is, “How do our core values and mission inform our POV and messaging?” Just as with personal integrity, company values and mission should ground and guide all actions. Such authentic consistency helps stakeholders — employees, investors, customers and community — better understand your actions, even if they disagree or as pressure mounts. When actions reflect corporate values, long-term trust and alignment can develop.
Listen to Your Employees
Employees should be provided space where they feel heard, respected and able to speak their truth, regardless of their beliefs. Exposure to diverse perspectives benefits everyone; the best ideas come from listening to and learning from one another. Traditional power structures weren’t designed to honor all voices so, for far too long, valuable perspectives from underrepresented voices were silenced. But today, it’s more advantageous for leaders to provide employees with platforms like employee resource groups and listening sessions, which provide space for expression and conflict resolution. This also promotes transparency and illuminates the state of the corporate culture in real time.
Lead With Empathy
Whatever the company position, it’s critical to thread it with empathy. While leaders must make clear, confident decisions, they must also show compassion for their teams’ diverse perspectives. Clear and thoughtful communication is crucial in addressing sensitive issues. Reference specific policies, factual evidence and data (versus personal preferences) in formal statements for credibility and neutrality. This provides a foundation to mitigate escalation and maintain a tone in keeping with corporate values and mission. This also helps in deflecting accusations of bias or partisanship.
You CAN Steer Your Brand Through Polarized Times
As leaders, we must manage business operations while maintaining morale and productivity. Aligning with our company’s core values and fostering a workplace environment inclusive of diverse perspectives are crucial first steps. By integrating these strategies, you can effectively steer your brand through a hyper-polarized climate with confidence and empathy.
