Knowing when to join an industry conversation and when to sit it out
originally posted to www.carnsight.com
I’m sure you’ve already been there.
A story breaks.
A debate starts.
Your industry is all over the news. People are talking and you begin to feel like you should be too. The pressure to have a view and share it builds fast.
But we all know, sometimes it’s right to speak out and sometimes it’s wiser not to. But knowing which approach to take can be tricky.
Here are some key things to come back to when deciding whether to join a public conversation:
If you can add clarity, context or fresh insight on a topic that helps others understand what’s happening better, that’s usually a good sign you should get involved. Maybe it’s some data you have, some experience or challenges you solve on the regular. If this is your area, then it’s definitely time to offer up your expertise
If the issue is something your business regularly talks about, genuinely invests in and stands for, then of course ensuring you’re using your brand voice reinforces those values. It’s never a good idea to sit out of a conversation you’ve been all too happy to shout about before. You need to ensure you’re consistent and in turn you’ll grow long term trust and clear positioning.
If the conversation has a clear impact on your clients or customers, they will expect to hear from you. In this instance, staying silent can leave your audience feel abandoned which will have a detrimental impact on brand loyalty and trust.
Some issues are so closely tied to your sector that saying nothing leaves a lot of room for assumptions. When clarity is needed, adding a measured comment can help protect against confusion.
If you have nothing to add to the conversation, no expertise or value to offer, then it’s usually better to wait for a moment when you can offer something more authentic and original to you. There’s no need to add to the noise. Comment should be adding clarity and moving the conversation forward.
I’m an emotional thinker, so I really understand the pull to jump in based on emotional instinct, but it comes to PR, you just can’t rush in without aligning your head and your heart first.
If the topic has frustrated or surprised you, give yourself time before speaking. Personal reactions and considered brand commentary are very different things.
Just pause.
Just because competitors are commenting, doesn’t mean you automatically should. Your brand has its own voice, purpose and audience. Decisions should be based on your strategy, not someone elses!
If the link between your business and the issue is thin, you getting involved could very well be seen as opportunistic. Sensitive subjects in particular require a very high level of care, consideration and relevance.
Before you start prepping any comment or thoughts, ask yourself honestly, why? What am I actually trying to achieve here? Why do I need to be a part of this discussion? Why do I want to say something? Are you trying to inform, reassure, guide or correct something? Or are you simply trying to be involved?
Even if there is no clear reason not to speak, it’s still worth asking if the brand needs to say anything at all.
The strongest brands are the ones that chose their moments with intention, not the ones who comment on everything, and not the ones who disappear until the dust settles.
Joining a conversation can be powerful, sure, but choosing not to is also a strategic decision. The key is to know when to speak up, and when to bow out.
At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.
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