B2B PR: mastering the balance between boldness and safety
Would you like your favourite brand of cereal to comment on the Government's environmental agenda? What about your gas supplier, should they have an opinion on it?
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.
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 doubt, leveraging media relations to establish 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 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 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.
This data demonstrates that taking a clear position on socio-political issues can be a great way to connect with your audience and retail its loyalty. In fact, another interesting figure from the Edelman Trust Barometer shows that six out of ten respondents would either keep buying from or boycott brands based on their political views.
This does not just work for B2C brands – B2B companies can also get great results when taking a clear, coherent stand on issues that truly align with their company values. An example? Our client Xoserve recently partnered with the Fuel Bank Foundation to raise awareness of the tragic consequences of fuel poverty. The goal of the campaign was to bring this critical issue to the attention of decision-makers in the industry, using an immersive event aimed at involving the five senses. From listening to the stories of people supported by the Fuel Bank, to completing everyday tasks with cold hands, to budgeting for the week with a very limited disposable income, participants had the chance to experience what it really means to live in fuel poverty.
Download the case study: Xoserve and Fuel Bank Foundation, “The Price of Warmth”
Event-based PR can be a great way to engage your audience in a socio-political theme your organisation cares about, but there are a variety of other possible approaches. For example, brands can rely on a spokesperson, like the CEO, to be vocal about the values they embrace. This offers excellent opportunities for thought-leadership, including the chance of giving interviews, writing editorial pieces, or using personal social media accounts as platforms to amplify the company’s marketing activities.
Learn more about how to boost your CEO’s personal image.
Discover why thought leadership is a vital part of your PR strategy.
Choosing a balanced approach
Despite the benefits of taking a stand, there are cases where this might not be the best possible approach. For example, wading into controversies that have little to no connection to their core values can be detrimental to brands. Forcing a stand on a loosely related issue just to grab headlines will appear inauthentic and might quickly lead to backlash.
Another case where a neutral stand might be better is when the key business stakeholders are known for having opinions that clash with those your campaign supports.
It’s also important to consider coherence and consistency. If your brand decides to speak out on a sensitive topic, ensure its position aligns with your existing communication and can be sustained long-term. Avoid contradicting past messages or abruptly changing your opinion in the future. If you can’t ensure this will be the case, not getting involved is probably a wiser approach.
Like anything in PR, taking a stand on socio-political issues requires careful consideration and a nuanced approach to achieve the desired results. If you’ve read this far and are still wondering whether your brand should speak out or hold its peace on a potentially divisive topic, the questions below might help you make up your mind.
Be bold or play it safe? 5 questions to help you decide
What are your audience’s political views? What socio-political issues do they care about, and are you sure you know their position on them?
Is the issue you’re taking a stand on truly part of your brand identity?
If you take a stand, do your CEO and key stakeholders share the values your brand is supporting?
How will taking a stand impact your brand’s reputation in the short run? And in the long run?
Can your brand withstand potential backlash?
If you’d like some support in deciding the right direction for your upcoming PR campaign, our award-winning PR specialists can help you take your comms strategy to the next level. Get in touch today for a free discovery meeting.