In this divisive era of outspoken messaging, PR’s best days are yet to come

Public relations pros today have a unique opportunity to dictate and determine corporate messaging—if they’re willing to step up and speak out.

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Divisiveness is the watchword of the day, and no one is immune.

Organizations large and small are increasingly compelled to speak up regarding societal and industry crises. Those of us in PR and corporate communications are uniquely qualified to shape, guide and mediate that discourse. We are the storytellers, and we are the ones who can craft delicate messaging with authenticity and objectivity. It’s just a matter of being willing to step up and speak out.

Of course, it’s not just about what we believe and what we would like to say. It’s about communicating with your audiences—internal and external.

For example, Nike’s highly controversial Colin Kaepernick campaign did not arise out of nowhere. Painstaking research preceded the campaign. Nike’s leaders were well aware of the blowback the company would face, but they determined that the benefits of featuring Kaepernick would outweigh and outlast the backlash. So far, the gamble seems to be paying off, which will surely embolden other companies to follow suit.

3 reports to inspire and guide your efforts

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