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Timely insights from the Marketing & Communications Center
As companies address a stream of new executive orders and presidential actions, they face a dual challenge: Making the required changes to their business policies and operations and—just as important—deciding on how to communicate these changes effectively to multiple audiences.
Why it matters: Public companies are required to disclose actions and changes to shareholders that have a material impact on the business. However, whether and how companies should communicate changes that are not legally required involves marketing and reputational considerations.
As always, companies must satisfy various stakeholders: customers, investors, employees, suppliers and partners, communities, and government officials—up to and including the President. But, more than ever, communications to one group are likely to reach others, so companies need to consider the impact of all messaging on all stakeholders.
The TCB take: In this polarized environment, the stakes are higher—as is the scrutiny. Every response to Washington policies can be seen as political and quickly shared across social and traditional media. How to avoid the fray:
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