{"id":5012,"date":"2024-11-21T19:36:31","date_gmt":"2024-11-21T18:36:31","guid":{"rendered":"https:\/\/www.essence-relations.ch\/?p=5012"},"modified":"2024-12-17T08:55:17","modified_gmt":"2024-12-17T07:55:17","slug":"what-to-do-when-a-brand-becomes-political","status":"publish","type":"post","link":"https:\/\/www.essence-relations.ch\/en\/2024\/11\/21\/what-to-do-when-a-brand-becomes-political\/","title":{"rendered":"What to do when a brand becomes political?"},"content":{"rendered":"\n

Why does (almost) every action carry explosive potential today?<\/strong><\/p>\n\n\n\n

Our society has become increasingly sensitized, with heightened awareness and urgency regarding issues like inequality and climate change.\u00a0Decisions are publicly and critically evaluated, especially through global interconnectedness and the dynamics of social media, where missteps can quickly go viral and be judged; anyone can become part of the discourse. Consumers and employees are increasingly linking ethical standards to brands, while the influence of activists and NGOs continues to grow. Companies are being pulled into the public arena and must learn to communicate effectively within it. On the one hand, this prepares them for potential reputational risks; on the other, it creates space for what truly matters \u2013 their product or service.<\/p>\n\n\n\n

Every action can ignite a political and public discussion. How do I, as an SME, prepare for this?<\/strong><\/p>\n\n\n\n

The key is to continuously observe societal developments and proactively identify issues that could become relevant to the company. Clear positions should be developed and aligned internally. Building strong networks with associations, NGOs, and other multipliers provides a solid foundation for targeted influence and knowledge exchange. Most importantly, communication must be active and open. Those who seek dialogue, handle criticism (and the media) constructively, and act transparently build trust and defuse conflicts before they escalate.<\/p>\n\n\n\n

What are the essential points I need to keep in mind in the event of such a crisis?<\/strong><\/p>\n\n\n\n

Stay calm. Take control by consciously deciding how you want to respond \u2013 whether through a clear statement, discreet background conversations, or strategic silence. Your values should always remain at the center: clearly communicate what your organization stands for and support your position with concrete examples from past practice. Show openness to criticism without abandoning your convictions. At the same time, do not neglect the internal dialogue. Especially on sensitive topics, leaders must provide direction, moderate tensions, and present a credible and unified image both internally and externally.<\/p>\n\n\n\n

For further guidance on communicating confidently in the public sphere, refer to our Guide<\/a> on Political Communication.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Actions that were once internal matters are increasingly becoming the focus of public debate. Companies are under greater scrutiny, being evaluated and morally judged. They are required to communicate more in the public sphere and to leverage networks.<\/p>\n","protected":false},"author":1,"featured_media":4940,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50,48],"tags":[],"class_list":["post-5012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","category-strategy"],"acf":false,"yoast_head":"\nWhat to do when a brand becomes political? - ESSENCE RELATIONS<\/title>\n<meta name=\"description\" content=\"Companies are under greater scrutiny and morally judged. 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