Communications Room Talk #12: Back to the roots? About corporate attitude and how it really makes an impact

In this thought-provoking episode of Communications Room Talk, hosts Mark Derbacher and Hartmut Hübner are joined by Christoph Lautenbach, Managing Partner of Lautenbach Sass. They delve into the increasingly discussed topic of corporate attitudes towards societal and geopolitical issues. The discussion explores the implications of expressing or withholding corporate stances, the role of company values, and how these decisions impact trust and stakeholder relations.

Key Takeaways:

• Businesses remain the most trusted institutions and are expected to drive positive societal change, as indicated by studies like the Edelman Trust Barometer. This is an obligation to fulfill responsibly in respect to their own success.
• ⁠Companies need to assess the relevance of issues before making public statements, focusing on those that align with their business, their core values and purpose. Any communication or stance should be deeply rooted in the company’s established purpose and values.
• ⁠The involvement of company leadership, especially CEOs, is critical in shaping and communicating the company’s stance on various issues. CEOs and companies must ensure that their actions are consistent with their communicated positions to maintain credibility.
• ⁠Effective communication requires a shift from an inward-looking focus to understanding and addressing the perspectives and needs of stakeholders. Managing stakeholder expectations is essential, even if their interests do not always align with the company's
• ⁠Companies must be cautious about becoming overtly activist or partisan, focusing instead on an open and constructive dialogue that supports a culture of trust and transparency, which is crucial for both internal and external relations.
• ⁠Communicators should employ critical thinking to evaluate when and how to engage on sensitive topics and not just reactively follow societal trends. Companies should avoid building (activist) boarders against certain groups of people but instead promote their own values and thus invite others to join in.

Connect with us:

LinkedIn: 

@Hartmut: https://www.linkedin.com/in/hartmuthuebner/
@Mark: https://www.linkedin.com/in/markderbacher/

Email: 

office@hartmuthuebner.com
mark@derbacher-communications.de   
lautenbach@lautenbachsass.de

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