Here are the three things executives should keep in mind when commenting on controversies.
1. Stick to issues you know. Comments from executives are better received when the issue bears some relevance to the executive’s business.
2. Before commenting, start with your practices. It is one thing to make a public comment on an issue, but actions often speak louder than words. Make sure your company’s practices are in line with the values you publicly tout.
3. Remember the public is composed of people, not just consumers. Most people can see through opportunistic corporate attempts to humanize their brand through strategic comments on social issues. Be honest and genuine in your comments, and the credibility will follow.
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