What does it take for a business to take a stand on a controversial or political topic? CVM’s Gretel Going joins other marketing experts in offering some advice on Forbes.com.
Be Educational, Not Angry
This is a delicate situation. A client who’s eager to take a stand on a topic usually has a personal connection to it. This is powerful because it ignites passion, but can be dangerous because it can incite anger. Communicating from anger takes the focus off the content and places it on the delivery. The marketer’s job is to channel the passion and anger into a campaign of education and awareness.