For months, Harvard University captured headlines for all the wrong reasons as they tried to balance competing demands from student activists and other stakeholders over Palestine. Then in May 2024, Harvard University announced a position of neutrality¹ – advising that its leaders would no longer make statements about contentious political issues.

Yet the problem of what to say and when to say it isn’t limited to universities.

Organisations of all stripes are powerful actors in society – a power that we each seek to steward wisely. Yet as the world gets more complex, it’s harder to discern the right occasions to meaningfully comment.

We also worry that, by staying silent, we could be neglecting our social responsibility. We fear turning a blind eye to the suffering of marginalised people.

It’s a challenging problem.

Diversity and cohesion

If your organisation is genuine about diversity, then among your employees, clients, investors and other stakeholders there’ll be widely ranging views on each and every social and political issue. And so, as you corral cohesion around your organisation’s values and purpose, you’re likely to want your people to focus on what they have in common – rather than what divides them.

That’s why, when contentious issues arise, neutrality can be a helpful stance to avoid a firestorm. Rather than picking a side, your organisation’s leaders can instead nurture a culture of free, open and respectful dialogue. By accepting that people have differing viewpoints, you can foster engagement across the divide. It’s giving your people the freedom to express a minority viewpoint – without fear of contradicting their seniors. And creating an environment where people can learn about different perspectives.

Because if you’re a values-focused organisation, how your people discuss an issue with each other and the respect they show may be more important than the what.

Four factors to consider when choosing when to speak

As social and political issues draw our empathy and attention, here are four things to consider as your organisation weighs up whether to make an official comment.

1. Know your lane. What is your organisation’s core mission and activity domain, and how does speaking out on the topic or staying silent relate to that mission? Is there a connection between your organisation and the issue? Will that connection be obvious to your stakeholders?

2. Get your house in order first. It’s easy to ignore our blind spots. And it’s also tempting to avoid taking practical – and often costly – action towards solving a problem. So, if you’re thinking of making a statement or undertaking public relations activities on a social or political issue, first ensure you’ve also done what’s within your means to address the problem internally. If not, you may be accused of hypocrisy and attract cynicism against your brand.

3. Know the consequences. Sometimes you’ll want to speak out on a topic. If you do, invest time to understand the complexity, know the likely consequences and be prepared to justify your position. Take steps to ensure that those of your stakeholders who hold minority viewpoints feel respected.

4. Articulate your stance in a sensitive way. Get your message right, so your brand comes across as considered and relevant rather than as simply jumping on the latest bandwagon. Because societal views shift and issues evolve, consider how your statement could be read in 10 years’ time.

For help crafting messages that strengthen your brand and encourage your employees to do their best work and thrive, email hello@craftedwriting.com