Anthony Steel

Speed and clarity are key. Even if you don't know the full picture, you will gain brownie points down the road for communicating swiftly and clearly. In terms of what not to do, deflecting responsibility is #1. See United Airlines' CEO disastrous initial response to the Dentist incident of 2017. After two corporate statements that initially blamed the customer, the third statement eschewed corporate & legal jargon in favor of more conciliatory language. Particularly for companies in the public eye, arguably the most important audience to consider is how you will ultimately be judged in the court of public opinion. If in doubt, ask for forgiveness first, not permission to be judged once all the facts are known.

With stakeholders more emboldened than ever across corporate America, corporations are being compelled to change the way they operate in many different ways. Above all, a company’s corporate purpose has never been more central to its investment thesis with stakeholders looking to invest or be associated with companies whose moral and ethical values align with theirs. Forward-thinking companies are converting employees into vocal proponents of their business and brand by encouraging them to grow their own personal brands across digital channels. The long-term success of companies depends on the long-term success of employees, and a workforce that feels truly valued by its employer, particularly during challenging times, is a powerful asset.