I heard a comedian say something funny yesterday, “If you like the show Black Mirrors, check out the United States.”

Election years (especially this year) bring a whirlwind of political activity, charged opinions, and a media landscape that’s more frenetic than usual. For small businesses aiming to maintain their media presence, navigating these turbulent times can be challenging.

In today’s hyper-connected world, where social media dominates the landscape, businesses are especially vulnerable to the rapid backlash of cancel culture. This phenomenon, where public opinion swiftly turns against a brand due to perceived missteps, poses unique challenges for business owners. Here’s how to navigate this complex terrain.

At Disrupt PR, we know that staying strategic about your messaging is key to ensuring your voice remains consistent, impactful, and relevant.

Understanding Cancel Culture

Cancel culture, a term popularized in 2019, refers to public shaming or boycotting primarily on social media due to perceived ethical or political missteps by a brand or its leadership. The impact is immediate and can result in a sudden loss of customer loyalty, a tarnished brand image, and even significant financial losses.

When to Speak Up

As business owners, it’s crucial to know when to speak up on social issues. Avoiding a stance can be a missed opportunity to engage in important societal conversations. However, controversial statements can backfire, especially during critical times like an IPO or business merger. The key is to support causes aligned with your values while being prepared to face potential backlash.

When to Stay Silent

Sometimes, staying silent is the best approach, especially if your audience’s values don’t align with yours. Avoid comments that might insult a large population. As PR experts, we advise you to steer clear of potentially offensive public statements.

Proactive PR Strategy

The best defense against cancel culture is a proactive PR strategy! Here are some steps:

  1. Understand Your Audience: Regularly research and understand your audience’s values and expectations.
  2. Conduct Regular Audits: Ensure your content aligns with societal norms and values.
  3. Create a Crisis Preparedness Plan: Have a plan ready for rapid response in case of a crisis.
  4. Train Your Employees: Ensure employees understand how their actions impact the brand.
  5. Monitor Social Media: Use monitoring tools to identify potential issues early.
  6. Build Positive Equity: Invest in a strong, positive brand image.

Managing a Crisis

If a crisis occurs, respond swiftly and sincerely:

  1. Quick Response: Time is crucial. Respond the same day if possible.
  2. Acknowledge and Apologize: If you made a mistake, acknowledge it and apologize sincerely.
  3. Transparency: Be transparent about the steps you are taking to address the issue.
  4. Consistent Communication: Keep the public informed about your progress and changes.

Election years can be daunting for small businesses trying to maintain a steady media presence and navigating cancel culture requires a nuanced understanding of public perception, a swift and sincere approach to crisis management, and a proactive strategy to mitigate risks. Speak up when your heart knows it’s right, but be prepared to lose clients. By staying in tune with societal values and responding authentically and transparently, you can maintain your reputation even in the face of a public crisis.