Corporate Communications: What to Say (and Not Say) About the News

When you're paid to communicate, keeping silent can be difficult - but sometimes it's the best decision.

Did you read what happened in the news today?

Actually, it doesn't really matter what day you're reading this because this has been a year of one outrageous news story after another. And I'm sure you've got something to say about it. In fact, I'd bet it's a viewpoint that they're not covering on your favorite news station. Or it's a comment so insightful, that it needs to be said to set the world straight.

Don't say it.

Facebook seems to the choice to voice unwanted opinions and pontificating. So much so, that I think they need to rework the logo to include a soap box and mic. Instant freedom of speech. So if you want to debate the guy in your 10th grade social studies class about the political climate, by all means enjoy. I shall choose to mute you both until you post photos of your dog or a yummy dessert I may want to try.

But when it's your job to provide communications for your company - be it social media posts, internal newsletters, emails, blogs - the urge to comment or influence can be overwhelming. Many have news backgrounds and were trained to report the good, the bad, and the ugly regardless of repercussions. But just because you have it in your power to reach millions about your company's product and services doesn't mean your two-cents should be on the wrapper.

But isn't that part of the privilege? Isn't it our responsibility to comment? Or better, isn't the whole idea of marketing and advertising to be topical and zero in on the minds of consumers?

Nope. (Google "opening up a can of worms.")

Look, I've heard a lot of clever, irreverent, and flat out brilliant comments from the late night hosts that have resonated with me about what is going on in the news, but they have no place in business communications.

It's policy for HR and legal departments to review every piece of public communications prior to posting (much like a press release) in many larger organizations. But that may not be practical for many so if you have any reservations about a post, by all means run it by other departments. Scratch that. Run it by them regardless as it's always a good idea to have a second set of eyes review everything that goes public.

As for internal communications, you don't want to portray an attitude that obliviously ignores what's going on. Simply address safety, acceptable and unacceptable behavior, as you normally would. Or if you haven't, start. Either way, simply do not reference the news. Present the policy for what it is: to provide a safe, comfortable, and equitable work environment.

As for public communications, this is not about choosing to be politically correct or not. It's about being savvy enough to know the difference between appropriate and inappropriate; topical and toxic; tragedy and a ticking time bomb. And always err on the side of caution.


Follow Frank Bocchino, a digital marketer who helps brands use strategic digital marketing tactics to exceed their business, and marketing communications goals using the latest tools for marketing automation, SEO, and social media.

Contact Frank Bocchino for business opportunities. 
 

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