Decision Fatigue

As companies continue to grapple with pressure from various stakeholders to weigh in (or not) on politically charged issues, FGS DC partners offered some insights on a panel with corporate chief legal officers and directors about how to make good decisions. 

Major geopolitical unrest; a fundamental change in how information is distributed and consumed; inequality and wage stagnation and changing demographics have brought us to this moment of polarization and distrust in political leaders, among other things.

As a result, pressures on businesses to offer moral leadership are coming from a panoply of stakeholders with important constituencies vehemently disagreeing on when and how a company should engage.

What you thought you knew about which stakeholders would fall on which side of an issue has changed multiple times over the past year. Current research shows major divides between older and younger Americans as well as divisions along racial and party lines.

That leaves companies with a few important lessons. Know who you are and what you stand for and don’t be swayed as the political weather changes on a daily basis.

We recommend three guiding principles for thinking about engaging on divisive issues:

• Authenticity. Is the area your company is engaged in authentic to your brand and the business/industry you are in?

• Consistency. Are you in it for the long haul? Is your investment real and meaningful? Despite pushback from some of your stakeholders, will you hold the line?

• Rigor. Have you done the work to understand the why, the who and the where? In a moment where your employees, customers and investors may come at issues from very different vantage points, have you mapped where all of your stakeholders are? Do you have a process internally – with the right people at the table to make decisions about engagement?

Newsjacking is a common media strategy where a company or organization tries to inject itself into a breaking news story. When used correctly, this approach can be an effective way to land media coverage. If your organization is looking to join a fast-moving news conversation, keep these tips in mind:

• Add value to the conversation. Reporters want to speak to experts who can offer new insights, data or a unique perspective that will help move the story forward.

• Be ready to act. If a reporter expresses interest, you’ll need to move quickly. Get your ducks in a row before reaching out by confirming your spokesperson has availability for an interview and preparing them to answer any tough questions that may come up. If possible, try to get approval from senior leadership and legal in advance so you don’t hold up the reporter or the story later on. 

• Think local. If you’re trying to crack into a big national story, consider how this might impact the local communities where you work and if there’s an angle to the story that you could comment on.

• Assess the risks before jumping in. If the news is around a tragic event or controversial topic, it may be best to take a beat before deciding whether to weigh in. Ask yourself: 

  • Does your organization work closely in a space relevant to the issue at hand?

  •  Can you help educate or add to the conversation without coming across as insensitive or politically divisive? If your role in the story could be seen as inconsiderate, it might be better to not be part of it.

To sign up for Health Media Insights, email health@fgsglobal.com.

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The bill that passed the House of Representatives last week banning companies operating in the U.S. from hosting the TikTok app unless it is divested from its Chinese parent company ByteDance faces an uncertain future in the Senate. 

Lawmakers have raised concerns about the app’s national security vulnerabilities, expressing fears the Chinese government could access the data of U.S. users. President Biden has indicated he would sign the bill if passed by Congress, while former President Trump, once in favor of banning TikTok, has wavered in his position, citing the potential benefits to rival Facebook. 

Senate Intelligence Committee Chairman Mark Warner (D-VA) and Vice Chairman Marco Rubio (R-FL), have endorsed the House bill, while Senate Majority Leader Chuck Schumer (D-NY) has not yet made any public commitment. Senate Commerce Committee Chairman Maria Cantwell (D-WA) has indicated an interest in moving TikTok-related legislation but wants to review the House bill and potentially make changes. 

It appears there is growing momentum to limit the influence of the popular app, but senators have yet to coalesce around a policy proposal that could garner 60 votes. With limited floor time during an election year, and an all-out campaign by TikTok and many of its American users in opposition to the bill, it’s unclear if the momentum will last long enough to bring a bill over the finish line. We should know soon if it continues.