MediaCat: Scared of taking a stand
In an article published by MediaCat, Speak Media’s managing editor, Laura Smith, shares why it’s more essential than ever for brands to take a “tangible” stand on social issues.
“There is nothing more reckless than not standing for anything.”
This has already been an eventful year for social activists. With content linked to LGBT+ History Month, Black History Month in the US and International Women’s Day flooding media feeds lately, brands have been quick to claim their commitment to these causes.
But in an article published by MediaCat, Laura writes: “Platitudes simply won’t cut it anymore. Audiences need authenticity and will soon sniff out an easily-dropped statement that doesn’t align with a company’s activities.”
If the idea of taking an authentic and tangible stand sounds scary, Laura says, “the reality is that you should be even more scared of not taking one”.
“Yes, there are risks in being brave on the issues that matter, and social media can leave brands open to public criticism. But not taking a stand can also leave you open to criticism – and ultimately irrelevance.
“Provided you get the ‘do’ bit right – then the ‘say’ part comes a lot easier – and I guarantee that what you say will be significantly enhanced by positive corporate action. Having real world action to draw on will make your editorial content shine.”
You can read the full article here.