How to be a Good Corporate Citizen in Social Crisis

Right now, America is hurting. Not only have people and businesses been ravaged by the effects of COVID-19, but the horrors of racial inequality have reached a fever pitch. Many companies, understanding they are a part of the larger communities in which they operate, are rightly lending their voices to the cause.

In the context of corporate social responsibility, it was said by co-founder of Hewlett-Packard, David Packard, that “a company’s purpose is ‘to make a contribution to society, a phrase which sounds trite but is fundamental’” (Moon, 2014, p. 13).

In this turbulent time, companies can and should use their power and prominence to showcase their values and stand with their communities.

Of course, this display of corporate citizenship comes at a cost, particularly if the company is perceived to be paying lip service to the issue.

Given the potential for advocacy communications and CSR-based initiatives to go awry, what principles should companies follow to show their support while protecting their reputation?

Suggestions for Doing it Right

Do the work. Don’t simply say you’re “standing in solidarity.” That’s great to take the socially responsible step, but your company’s well-crafted statement isn’t a solution to systemic social issues. Tell your customers, stakeholders, and followers what you’re doing to help, and what they can do too. More on how to navigate this below.

Expect criticism. Haters are going to hate, no matter how much you are doing to help the cause or how great your CSR efforts truly are. Especially in politically charged environments, not everyone will be on your side. Listen and learn from the replies and vow to take action if the feedback is less-than-stellar. This is also where your company values come into play. Are you acting strategically and aligning your communications to company goals and values, and the values of your customers? If not, you may want to rethink what you’re saying and doing.

Partner and amplify others’ voices. Engage with your employees and with NGOs and community-based organizations at this time. If you don’t already have relationships in place, think about short-term and long-term goals when you identify opportunities for partnerships. Ask what community-based organizations need and how your company can help. Lean on and amplify their voices.

“The connection between employees and CSR is relevant in the broader context of the ‘war for talent’ in an era when lifetime loyalty cannot be taken for granted. Employees are likely to switch employers whether for renumeration, work content, life-style or, as companies appear to believe, the values that companies operate by” (Moon, p. 79).

Twitter’s reliance on Twitter Together and Twitter Blackbirds, employee advocacy and resource groups, to share the following message and Twitter thread (with legitimate steps toward action) was particularly skillful. It’s important to note that this message didn’t come without criticism. Most socially and politically-charged commentary from companies will spark a certain amount of outrage.

This is why leaning on and partnering with NGOs and community-based organizations is a good idea. Companies bring financial and organizational resources, and NGOs bring legitimacy and specialist knowledge (Moon, p. 82).

It can be hard to know what to say, especially as a company within a country in turmoil. But following your company values, listening more than you speak, and leaning on others who are best equipped to provide legitimate solutions to social issues are crucial elements to being good corporate citizens.

Stay safe out there, everyone, and never underestimate the power of speaking and acting from the heart.

Citations

Moon, Jeremy. Corporate Social Responsibility: a Very Short Introduction. Oxford University Press, 2014.