Strategic Communications in an Unpredictable World

Communicating as a company in a world marked by wars, climate change, wokeness, and criticism from all sides of the political spectrum can be incredibly complex — especially when everything unfolds across countless platforms. So how do you communicate in the best possible way, without sending your communications department into a stress spiral?

At times, the criticism can make it seem as though a company is responsible for all the world’s suffering — even when, internally, it genuinely feels like it’s trying to make a positive difference.

Just as we, as individuals, can’t please everyone with our limited vocabulary and imperfect grasp of the world’s complexity, companies also can’t control how every audience perceives their brand.

That’s why PR today is, more than ever, about managing what you can - and letting go of the rest.

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This can be done by:

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↗ Focusing only on the agendas where you have real influence
↗ Taking responsibility for the areas where your company has an impact
↗ Engaging in dialogue with critics — with openness and curiosity
↗ Keeping track of data, certifications, and results — they speak for themselves
↗ Ensuring a clear raison d’être when engaging in PR and advertising
↗ Focusing on your target audience and measuring results accordingly
↗ Knowing your values and standing firm where it makes sense

Speaking the truth and knowing your values provide a crucial foundation — a solid footing that allows you to proudly face the world, even if not everyone agrees with your approach.

If you work on improving areas such as reducing a negative climate footprint, addressing employee well-being issues, or correcting strategic missteps, you build trust with your stakeholders. The art lies in being open to change — without devaluing your enterprise.