News and Insights
4 Questions to Consider Before Weighing In on Hot Button Issues
December 12, 2025
In recent years, corporations have teetertottered on whether to weigh in on social and political issues and use their platforms to bring awareness to an issue or take a side. Many have questioned whether to speak up or stay quiet, as either option has potential to put a company in the hot seat.
According to the 2025 Bentley-Gallup Business in Society Survey, only 51% of Americans support “companies taking a public stance on current events.” At the same time, company values are instrumental in attracting and retaining talent. With the lines between social and political issues becoming increasingly blurred, where do you draw the line on whether to weigh in or not?
Being vocal inherently comes with reputational risks, but so too may be staying quiet. Asking the following questions can help determine when to jump in.
1. Is the issue relevant to our stakeholders?
Start by approaching the issue with the question of relevancy: does this issue affect our business? Evaluate how it could impact employees, customers, stakeholders and the industry overall. External pressure can make it feel like the company must speak on every issue, but this is not the case. Being selective and purposeful about when you chime in can also lend gravitas to your perspective.
Before diving in, ensure you’re informed and up to date on the issue. Take time to research and consider multiple perspectives. Consult with other experts in your circles, such as human resources, client service and public relations professionals, who can give detailed insights into what’s important to your stakeholders and what they want to hear from you. Evaluating whether the issue is truly relevant to your organization will guide the rest of your decisions.
2. Will a stance be authentic to our organization?
Once you decide to communicate a stance on an issue, consider whether the company’s current practices are in alignment with the position. If the statement is broad and not directly connected to core business values, speaking on the issue may cause some to think you are weighing in as a form of performative activism, virtue signaling or opportunism.
It is important to remember to stay consistent in communications, in both calm and chaotic times, so that your stakeholders know the values you represent. When a company makes a statement, it should not come as a shock — the brand should be communicating and exhibiting the values that support the position daily.
Finally, think carefully about what your statement adds to the discussion. What do you hope to achieve with your message, who needs to hear it and where is it appropriate to deliver that message. Informed, thoughtful and targeted dialogue will help protect the brand while fostering trust among constituents.
3. What are the risks in stating a position versus the risks in staying silent?
To state the obvious, the challenge with speaking out on any issue is that there are at least two vantage points for every situation. By voicing your opinion, or stance, you risk alienating employees, customers, investors and other key stakeholders. A response that comes off as too extreme, not extreme enough or inauthentic could impact business outcomes and dent brand reputation.
At the same time, if a company decides not to weigh in on an issue that their stakeholders are passionate about, there is a risk people may think you don’t care, fill the void with potentially erroneous information or interpret the silence as the statement. Even when deciding not to take a position, companies should be prepared to speak on why, particularly with employees, for transparency.
Internal or external communications professionals can be a valuable resource when weighing your direction. They can help you consider what your key audiences and stakeholders may expect from your brand, and more important, how your audiences might receive the message. They may also be able to leverage AI platforms to run simulations, providing critical insights into how a response or lack thereof will be received and reacted to by digital algorithms.
These insights are critical to developing an informed communication strategy and coordinated response that is action driven and values oriented. All of which is critical as after a company weighs in, it may come under closer review, as stakeholders want to ensure its values are clearly demonstrated through action over time.
4. What is the plan to handle potential backlash?
No matter which stance or approach is taken, there will always be differing opinions. Navigating backlash from stakeholder groups can be tricky, and it is important to maintain respectful discourse. A company should attempt to make clear why it is taking a stance rather than trying to appease every side.
Backtracking on commitments usually results in negative reactions, so ensure you are doing what you say you are going to do and look inwards before publicly positioning a brand on a controversial topic that may adversely impact stakeholders. Check with teams and internal leaders to ensure everyone is on the same page and defend your position by staying true to your values as a company.
Final Thoughts
CEOs and C-suite executives are in unique positions as business and community leaders. Before weighing in on issues they must consider how and if the issue impacts their stakeholders and organization as well as how they can respond in a meaningful way.
There is no black and white answer as to when you should or shouldn’t weigh in but staying true to your values and being transparent with stakeholders will go a long way. Review each issue on a case-by-case basis, ensure you are properly informed on each issue and act in alignment with your core values. And if you choose to weigh in, choose your channels carefully. Not every comment needs to be headline news, scale your communication to the issue and statement.
Finally, start with your employees. Employees are a vital resource when it comes to reputation management and mitigating risk. By engaging them directly, you ensure they understand why the issue is important to the company while also positioning them to serve as ambassadors for the message.
POSTED BY: Shannon Riggs
