SFor years, company bosses have been increasingly confronted with moral requirements that go beyond their narrower entrepreneurial sphere of responsibility. They should stand up for the values of their company – from diversity to migration to social justice. However, the potential gain in reputation is offset by substantial risks. If the attitude represented by bosses collides with actual company practice or the views of the public or important groups, there is a risk of loss of credibility and public punishment, up to and including a boycott.
The turning point and the escalating geopolitical conflicts have again significantly increased the risk. This is by no means just about reputation – now it’s about the whole thing: about supply chains, about sales markets and sometimes even about the entire business model. This forces a readjustment of communication, first and foremost for the executive floors. Because at the latest when it comes to the whole thing, clever positioning is a must – and a matter for the boss. Explanation of one’s own position is unavoidable right now and by no means hopeless. So how should bosses communicate in the trilemma of value orientation, economic constraints and geopolitical constraints? Five landmarks can serve as orientation:
2023-05-01 19:10:04
#companies #communicate #turn #century
