While the answer to these questions might be a matter of personal preference! it’s becoming increasingly common for businesses to get involved with socio-political issues that are close to their hearts. And it’s not just B2C brands that are jumping on this trend – B2B organisations are becoming more and more political too! especially when it comes to their PR campaigns mastering the balance .
The art of taking a calculated risk in B2B PR
In today’s fast-paced B2B landscape! PR has become a precious instrument for organisations keen to stand out from the crowd. In fact! the global PR market is expected to grow to more than $133bn by 2027 according to PR tool Meltwater.
Without a mastering the balance doubt
leveraging media relations to establish whatsapp number list thought-leadership and build trust in your brand is a smart strategy. But sometimes! navigating the fine line between grabbing headlines and maintaining a positive brand image can be challenging.
On one hand! in a world characterised by information encouraging audience interaction through comments and likes overload and reader fatigue! you might be tempted to take a bold stance on the issues that matter to your company. This might help to amplify your voice and get cut-through in journalist’s overflowing inboxes. But provocative statements come with the risk of alienating part of your audience.
So! how can B2B brands decide on a suitable tone of voice and level of engagement for their PR campaigns? And how can they calculate the risk of aligning their messaging with a specific social or political agenda?
Taking a bold stance: when does it pay off?
With ESG and corporate social responsibility initiatives on the rise! it’s no surprise that organisations are increasingly mixing business and politics. This is not just a marketing-led trend! either: it reflects what consumers have come to expect.
To get a better understanding of this phenomenon! the 2024 Edelman Trust Barometer Special Report: Brands and Politics surveyed 15!000 respondents in 15 countries across Asia! Europe! the Middle East! and book your list the Americas. Interestingly! 78% of them believed that brands are “doing things that are political or politically motivated”! but most importantly! 71% said brands must take a position. Only 12% seemed to prefer neutrality! saying brands must avoid taking a position! while 17% claimed brands can do either. Finally! 51% said that when a brand does not communicate its take on societal issues! they are either being complacent or hiding something.