LaToya Evans, PR

Summary List Placement

Within hours of the siege on the US Capitol last week, a flurry of statements from business leaders denouncing the violence blanketed social media.

The range of messages — some succinctly conveying the executive’s outrage, others arguing for the removal of the US President — was a study in crisis communications, and in what makes a powerful piece of corporate messaging.

Something similar happened over the summer, when, after the killing of George Floyd, leaders across industries publicly vowed to prioritize racial equity within their organizations. At the time, LaToya Evans, a corporate communications and PR veteran who’s worked at companies like IBM and Walmart, told Insider that when a company doesn’t speak out against racism, it “will almost certainly be damaging to their business in some way.” Evans added that “‘opting out’ of being vocal during this time simply isn’t an option.”

But executives who are willing to speak out need to be sure they do so thoughtfully. Insider asked Evans, as well as two professors who have studied CEO activism, to share some critical elements of a sensitive and compelling statement.

Here’s a guide to writing corporate communications that makes a positive impact.

Move quickly

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Source:: Businessinsider – Strategy

      

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