Feb. 9, 2026
Silent Risk: How Corporate Citizenship Navigates the Storm of Social Upheaval
The player is loading ...
Silent Risk: How Corporate Citizenship Navigates the Storm of Social UpheavalEpisode Summary
In today’s polarized and fast-moving world, organizations often struggle with determining when to speak up and when to stay silent. In this episode of That Solo Life, Karen Swim, APR and Michelle Kane tackle the complex issue of corporate communication during times of social unrest and public crisis. They explore the critical difference between advocacy and activism, and why ignoring major events can sometimes be riskier than taking a stance.
The discussion delves into how internal audiences—your employees—are often the most impacted by a company's silence. Karen and Michelle provide practical advice for PR pros and communicators on guiding clients through these tricky waters, emphasizing that while you don't need to comment on every headline, you must always advocate for the humanity and safety of your people. Tune in for a thoughtful conversation on navigating the nuance of corporate responsibility in modern times.
Episode Highlights- [01:53] Introduction to the topic: Navigating corporate silence during times of unrest.
- [03:08] The shift during COVID: How expectations for corporate citizenship have evolved.
- [04:26] Identifying your first audience: Why employees matter most when deciding to speak out.
- [05:26] Advocacy vs. Activism: Understanding the distinction and why every company needs to engage in advocacy.
- [06:53] The impact of local events: How safety concerns affect employee morale and mental health.
- [08:41] The bottom line: Why employee well-being is directly tied to profit and organizational health.
- [12:28] Back to basics: Using ethical principles and core values as a decision-making prism.
- [15:19] Empowering employees: How autonomy builds trust and stronger customer service.
- [19:26] The PR pro as "Risk Translator": Our role in guiding leadership through uncertainty.
- [20:58] Self-care for communicators: The importance of refilling your own cup so you can lead with clarity.
- PR News Article: Silence, Statements or Stands: What the Minnesota ICE Crisis Reveals About Corporate Activism
- PR News Article: Silence Used to Feel Safer. It Isn’t Always. Not Anymore.
- Solo PR Pro Website:soloprpro.com
That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.
Enjoyed this episode?
Don't navigate the solo life alone! Subscribe to That Solo Life on your favorite podcast platform so you never miss an insight. If you found value in today's discussion, please leave us a review and share this episode with a colleague who needs to hear it. Join the conversation and connect with your community at soloprpro.com.
That Solo Life, Episode 333: Silent Risk: How Corporate Citizenship Navigates the Storm of Social Upheaval
That Solo Life is a podcast for PR pros, marketers and communicators who work for themselves [0:18]. The episode addresses corporate responsibility during times of social and political upheaval, exploring what silence means as a risk for businesses and how companies should navigate their role as citizens [1:51].
The discussion examines how corporate expectations have evolved, particularly since COVID, when companies began demonstrating more intentionality about being active citizens in the places they serve [2:44]. The hosts argue that companies are not required to take political sides, but they do have a responsibility to advocate for their employees and acknowledge events that impact them, regardless of the company's industry [4:11] [6:13]. The distinction between activism and advocacy is emphasized, with advocacy focusing on internal employee support [5:10].
The episode highlights that corporate response should be grounded in mission, vision, and values rather than reactive statements [11:43]. When employees feel heard, cared for, and respected by their employers, companies experience better retention, loyalty, and productivity [8:21] [15:35]. The hosts stress that authentic support—such as remote work options, acknowledgment of employee concerns, and empowered leadership—matters more than performative statements [8:21] [15:35]. PR professionals play a critical role in helping companies align their actions with their principles and develop decision frameworks for navigating complex situations [19:19]. Ultimately, building trust through genuine care for employees and communities creates stronger, more resilient organizations [12:28] [16:00].
Michelle Kane (00:18):
Thank you for joining us for this episode of That Solo Life, the podcast for PR pros, marketers and communicators who work for themselves, people like me, Michelle Kane, with Voice Matters and my wonderful ever steady co-host, Karen Swim of the group that brings us all together, solo PR Pro. Hey Karen, how are you today?
Karen Swim, APR (00:36):
Hello, Michelle. I'm doing great, thank you. How are you?
Michelle Kane (00:40):
Doing all right. Doing all right. We're still in the frozen tundra of this never ending winter, and as of this recording when we are recording this, it is Groundhog Day and of course, that lovely little rodent. Of course, he's calling for more winter. How could you not? We've had nothing but winter this winter.
Karen Swim, APR (01:02):
Yes. And we all knew that before the groundhog told us, so we were sort of braced for it. I think maybe this year we were just hoping that it would be different news so that we could say, okay, none of the forecasts are right and it's not going to be cold forever, but
Michelle Kane (01:23):
That's sort of an allegory for our times, isn't it?
Karen Swim, APR (01:28):
I feel like we're having the winter that tracks for this entire year. Yeah, this is about, this is exactly the backdrop that fits the times that we live in.
Michelle Kane (01:42):
I said Shakespeare, I'm probably going to get this totally wrong. This is the winter of our discontent.
Karen Swim, APR (01:49):
There you go.
Michelle Kane (01:51):
But that brings us to our topic today. We definitely want to address with everything that is going on in our country and people are speaking up, we are going to cover what this means for your clients, what this means for corporations, when is silence the biggest risk? So we're just going to navigate that a little bit because again, we say this time and time again as communications professionals, it is really our professional and ethical duty to be leading the conversation on this because while it's certainly a time for clarity, nuance always plays a part, and to do that with the most impact does take thought and really measured planning.
Karen Swim, APR (02:44):
Yeah, it's a really interesting arc of communications because during COVID is when there emerged this new direction and more intentionality about corporations being citizens, the places that they serve. Now, while that's always been true, it has not always equated to activism or advocacy, but COVID shifted things. And so we began to really strengthen frameworks and decision grids to guide companies when to respond to external events and when not to respond. So that continues to evolve, right? Because remember in the old days, sometimes the advice was say nothing,
Michelle Kane (03:43):
Right? Right. Say nothing. And now there's a certain expectation, and it's not about taking sides necessarily. Not that I'm going to wade into both sides because what
(03:55):
Is happening around us right now, there's certainly a heavy morality to it, but it's really just for companies to understand this new landscape and the expectations around their company voice. I mean, we expect it from Ben and Jerry's because they've led with that as part of who they are. But if you're just a company that makes copiers or something, it's like, do we have to weigh in? Well, yeah, because you think your first audience is external, but your first audience are the people that come either to your building every day or who log on every day, your employees.
Karen Swim, APR (04:42):
So there were two things that happened as of this recording. There is the Minnesota Ice Incidents, and then there was a coalition of CEOs organized by the Minnesota Chamber of Commerce that got together and put out a statement which was critiqued. And I think that PR news did some great articles on both of those situations. And we will of course have links in our show notes. And I think that something that was pointed out that's really important for us as professional communicators to remember there is advocacy and there's activism.
(05:26):
Every company may not have to be involved in activism, but advocacy really does cover your internal people. And so I would hope that companies always lead with their guiding principles, their vision, their values, their mission. I am fairly certain that every corporation values their employees and wants to create safe spaces for them, wants to make them feel heard and seen and wants to respect them. And I can share some examples of when that doesn't happen and how that then affects your external customers. So if you live in Minnesota and you're a Minnesota company, as Michelle brought up, it doesn't matter if you are a dairy fan or a copier company. You have people that live there and are absolutely impacted by the events that are happening. And that's not a political position because it doesn't matter how you feel about what's going on, you're impacted because you live there and these protests and this is happening. You talked about nuance, Michelle, and right into it.
Michelle Kane (06:50):
Yeah. I mean, sometimes the goal isn't to make a bold statement, it's to just make sure that your people know what's up essentially. And especially when we have small businesses to large companies with people afraid to leave their homes because of this behavior and how, I mean, you thought with COVID, we were afraid to leave the house. Yeah, it impacts, it impacts everything. It impacts morale. I mean, really, it gets to your basic humanity. Whether or not you, and maybe this is a bold statement. I don't know whether or not you're going to do right by the people that you rely on to carry out the everyday tasks that keep your corporate mission afloat. And that doesn't necessarily need to be a statement, but I mean, you order in pizza for every other silly occasion. Maybe that's as much as making sure employees who are at risk have food for the night. It's just thinking through all those things because whether or not we like it or want it or don't want it, it's here. And so we really need to deal with it as carefully and responsibly as possible. And I think never losing the sight that we are all fellow human beings in this. And if you're sitting at the top of the C-suite, that is a lot of responsibility. It really is.
Karen Swim, APR (08:21):
It is. And I know that there are people that feel like companies don't have that responsibility for their employees mental health and wellbeing.
(08:32):
However, even if you are just profit minded, your profits will suffer if your people are suffering. So we're not suggesting that you have to hold in-house therapy sessions, but you should at least acknowledge the things that are impacting both your internal audiences and your external when your people feel heard and cared for and know that their employer understands that they are a whole human being, that you're not a machine. You don't come to work and work in a silo. And if there are riots on your drive to work that you can't just put that out of your mind and come to work and be like, hi, can I help you today? Can I solve your problem?
(09:23):
Humans not like that. So as much as you may want humans to be machines and to block out everything else, life does impact them. And the way that you help them through it is acknowledging that there is something bigger than work going on and maybe offering practical support. Can they work remotely if they don't feel safe coming into work? Maybe they are illegal immigrant, but still don't feel safe. And I must tell you that many people who are US citizens native, US citizens don't feel safe. So this is a real thing that companies need to acknowledge, but there's many other issues. The world right now is full of big, heavy things, and you don't have to make a statement about absolutely everything that's going on, but you absolutely should be advocating for your people.
Michelle Kane (10:19):
Yeah, definitely. It's definitely about walking your talk, pairing actions with words, and honestly just being a responsible citizen. And I think you nailed it, just acknowledging that this is going on because I'm sure we've seen the social posts, and I know I feel them. I go to the grocery store and then I see something horrific has happened, and then I write a press release about a great donation a client has made, and then I see something atrocious that's been released from those files. And just the dissonance that creates and truly the low home exhaustion that takes on your psyche and your soul. And I can't imagine that honestly, it's got to be just a small percentage that affects somehow no matter. And again, I hate to say this in the terms of where you stand politically, because some of this is just really, but I think as corporate leaders, as professionals working with clients, we certainly need to look at this.
(11:28):
And if either you sense something needing to happen within a client or just have the conversation of like, Hey, how's everybody doing there? Do you need any ways to couch things? How can we help? Honestly, at the end of the day, how can we help? And so what does that mean for us as PR pros? And a lot of times, Karen, you say it all the time, right? Mission, vision, values, it all goes back to that. If you've already established that, then you have that prism through which to work any situation, and it's just a matter of living up to those in Word. Indeed.
Karen Swim, APR (12:09):
Yeah. Isn't it amazing that in the face of so many changes, technologically, structurally, politically, economically, we live in a time where the basics really matter and they matter more. So as PR pros, we adhere to ethical principles. And again, as you said, we talk about your ethics really leading how you show up as a company and really living that out, not just having it be pretty posters or something that you put in your employee brochures, but really living it and holding yourself and everyone in your organization accountable to it, allowing feedback and correction around that. So doing those basic things gets back to what's really important to every single company, and that's trust. If people trust you, they will fight for you. Whether they are your internal employees or your external publics, they will stand up for you when you are coming under attack. And being a trusted workplace means that you can attract the best of the people, people that want to work there, and it shows up externally.
(13:33):
I've been spending a lot of time over the past couple of years in hospital systems, and I can walk into a facility, and I know when the leadership is strong and when people are happy because it's shows, there's a brightness, there's a lightness, there's dedication to wanting to do their job when they're being treated well. What do you think that means? I think it means that people choose them because they see that. But I've also been in places where I think, please shut this place down, shut it down hard, wipe it off at the face of the earth because this is terrible rotten care. These people are miserable and something is not right here.
Michelle Kane (14:13):
And there is something, it's not only special, but it's essential in that, right? When you create that workspace of we are here to help each other,
(14:22):
And that gives your employees the autonomy to make those small decisions on behalf of your mission, rather than saying, well, I need to check with my manager to see if I can get you this, that, or the other. Oh, you know what? I see this problem before you even come to me with it, and I'm going to make a suggestion and I'm also going to help you make it happen. That is a huge difference, especially in our modern times where people feel disconnected and unheard and unseen. Those small acts can move mountains in someone's mind. And yeah, that's great for your bottom line, but gosh, it's so nice that you're also helping make our communities better places just by being good people and doing the right thing, doing right by each other.
Karen Swim, APR (15:14):
Yeah, and I mean, you said something like, we often cite Chewy, right? NPR as a great case example of customer service, and they actually empower their employees to make customers happy, so they have some budget that they can utilize towards doing extra things for customers. They've been empowered to do that. Imagine what happens, and I've seen this as well, where companies empower leaders to support their people. When your leaders don't have to work through a bunch of red tape to support an employee in need or support a community, that makes a huge difference. And you'll have much stronger leadership, you'll have a lot more retention with your employees. You'll have loyalty, you'll have hard workers because those are the residual effects when you do the right thing and you do it genuinely, you're not doing it because you want to get something out of it.
(16:13):
You're doing it because you respect people and you build that trust. So now is the time I think, not just to advocate and to decide whether or not to make a statement, but to really look at your infrastructure beyond communications and ensure that your infrastructure is strong and that you are set up to weather these times because they're not ending soon. And we continue to be faced with things that are complicated and that are highly charged for many people. I mean, I think about the situation in the Middle East and you have Jewish people that work for you and you have Palestinians that is an environment that is highly charged, that needs to be navigated with care for both people's respect and humanity. So can you make a big open statement supporting one side or the other? I would not advise that, but can you support your employees in a real tangible way that acknowledges their very real feelings, challenges, and stress around the situation that's happening that may involve family members? You absolutely can do that,
Michelle Kane (17:38):
Right? It really comes down to making sure that every employee feels safe and that their dignity remains intact. And I think that's, and you can't stay silent on that stuff. You really can't. So it comes down to good management as well, how well you work with your people and realize that yes, you go to work every day and your employees come in and you want them to make sure they're moving the company in an upswing, but we're not yet a robotic workforce. We're still people. And with that, we bring a certain special mojo being humans, but it also brings friction at times, and that's valid. So it's not easy to navigate, but it's essential. You need not ignore it. That will be trouble for you. And I think as long as companies are forthright, don't hide behind flowery speak. Don't create meaningless events in the face of trying to sugarcoat what might really be going on within. I think just real talk, your employees will respect you. Your external audiences will respect you, and at the end of the day, you'll find it works in your favor rather than not. Don't be afraid.
Karen Swim, APR (19:19):
Yeah, I agree. And as PR practitioners, it's always been our job to manage risk. I like the term risk translator because that's us. We look at situations and we have to translate, and then we have to provide guidance on how to handle that. And so we have to coach brand leaders, and we have got to make sure that companies before something happens are really aligned with their principles and that they have a decision framework that aligns with that. So
Michelle Kane (19:58):
Definitely
Karen Swim, APR (19:59):
I think in all of this, once again, the role of the PR shines brightly. For me. I'm always so proud to do this job, particularly when I look at colleagues and some of the different things that they have to manage and the things that they face in the roles internally, if they're in-house or if they're like us and external consultants, we have a strong opportunity in these times to help to shine the light through it. And in doing that, let's not forget PR pros that we also have to make sure that we're living by those same principles and that we are caring for ourselves so that our cup is full and that we are able to do our jobs with excellence, and that we are able to stay focused and be clear, operate with clarity. But you can't do that from an empty cup.
Michelle Kane (21:01):
So, so true. So true. So don't be afraid to step away from the gadgets for a few hours. Even though I don't know, here in the northeast, it's still bizarrely freakishly cold. I know it's winter, but the sun is shining. I can't tell you every day that I wake up and the sun is out, I'm like, oh my God, at least we have the sun. Those little things look for the glimmers, look for the glimmer, for those glimmers. It's not like we are not in the emergency command center 24 7 of our lives and everyone else's, even though sometimes it feels that way. So you can step away and replenish. I love how, I don't know who came up with this first, but if you've ever been in a chorus, the staggered breathing, or even if you've played in a concert band practice, the staggered breathing of your life, you take a break while someone else is blowing out that whole note.
Karen Swim, APR (22:01):
I love that. I love that. That is such great advice, and we hope that you guys got some insights from this and have some things that you're mulling over and thinking about or just got validation on what you're already doing because our audience is pretty smart. So we trust you to make great decisions, and hopefully you felt seen in heard today because we want to care for you.
Michelle Kane (22:33):
Yes, our solo smarties and even Smarties who aren't solos, you are amazing, and we hope you found value in this time together today. If you did, please do share it around and check us out at solopro.com. Join the conversation over there. And until next time, thanks for listening to That Solo Life.
That Solo Life is a podcast for PR pros, marketers and communicators who work for themselves [0:18]. The episode addresses corporate responsibility during times of social and political upheaval, exploring what silence means as a risk for businesses and how companies should navigate their role as citizens [1:51].
The discussion examines how corporate expectations have evolved, particularly since COVID, when companies began demonstrating more intentionality about being active citizens in the places they serve [2:44]. The hosts argue that companies are not required to take political sides, but they do have a responsibility to advocate for their employees and acknowledge events that impact them, regardless of the company's industry [4:11] [6:13]. The distinction between activism and advocacy is emphasized, with advocacy focusing on internal employee support [5:10].
The episode highlights that corporate response should be grounded in mission, vision, and values rather than reactive statements [11:43]. When employees feel heard, cared for, and respected by their employers, companies experience better retention, loyalty, and productivity [8:21] [15:35]. The hosts stress that authentic support—such as remote work options, acknowledgment of employee concerns, and empowered leadership—matters more than performative statements [8:21] [15:35]. PR professionals play a critical role in helping companies align their actions with their principles and develop decision frameworks for navigating complex situations [19:19]. Ultimately, building trust through genuine care for employees and communities creates stronger, more resilient organizations [12:28] [16:00].
Michelle Kane (00:18):
Thank you for joining us for this episode of That Solo Life, the podcast for PR pros, marketers and communicators who work for themselves, people like me, Michelle Kane, with Voice Matters and my wonderful ever steady co-host, Karen Swim of the group that brings us all together, solo PR Pro. Hey Karen, how are you today?
Karen Swim, APR (00:36):
Hello, Michelle. I'm doing great, thank you. How are you?
Michelle Kane (00:40):
Doing all right. Doing all right. We're still in the frozen tundra of this never ending winter, and as of this recording when we are recording this, it is Groundhog Day and of course, that lovely little rodent. Of course, he's calling for more winter. How could you not? We've had nothing but winter this winter.
Karen Swim, APR (01:02):
Yes. And we all knew that before the groundhog told us, so we were sort of braced for it. I think maybe this year we were just hoping that it would be different news so that we could say, okay, none of the forecasts are right and it's not going to be cold forever, but
Michelle Kane (01:23):
That's sort of an allegory for our times, isn't it?
Karen Swim, APR (01:28):
I feel like we're having the winter that tracks for this entire year. Yeah, this is about, this is exactly the backdrop that fits the times that we live in.
Michelle Kane (01:42):
I said Shakespeare, I'm probably going to get this totally wrong. This is the winter of our discontent.
Karen Swim, APR (01:49):
There you go.
Michelle Kane (01:51):
But that brings us to our topic today. We definitely want to address with everything that is going on in our country and people are speaking up, we are going to cover what this means for your clients, what this means for corporations, when is silence the biggest risk? So we're just going to navigate that a little bit because again, we say this time and time again as communications professionals, it is really our professional and ethical duty to be leading the conversation on this because while it's certainly a time for clarity, nuance always plays a part, and to do that with the most impact does take thought and really measured planning.
Karen Swim, APR (02:44):
Yeah, it's a really interesting arc of communications because during COVID is when there emerged this new direction and more intentionality about corporations being citizens, the places that they serve. Now, while that's always been true, it has not always equated to activism or advocacy, but COVID shifted things. And so we began to really strengthen frameworks and decision grids to guide companies when to respond to external events and when not to respond. So that continues to evolve, right? Because remember in the old days, sometimes the advice was say nothing,
Michelle Kane (03:43):
Right? Right. Say nothing. And now there's a certain expectation, and it's not about taking sides necessarily. Not that I'm going to wade into both sides because what
(03:55):
Is happening around us right now, there's certainly a heavy morality to it, but it's really just for companies to understand this new landscape and the expectations around their company voice. I mean, we expect it from Ben and Jerry's because they've led with that as part of who they are. But if you're just a company that makes copiers or something, it's like, do we have to weigh in? Well, yeah, because you think your first audience is external, but your first audience are the people that come either to your building every day or who log on every day, your employees.
Karen Swim, APR (04:42):
So there were two things that happened as of this recording. There is the Minnesota Ice Incidents, and then there was a coalition of CEOs organized by the Minnesota Chamber of Commerce that got together and put out a statement which was critiqued. And I think that PR news did some great articles on both of those situations. And we will of course have links in our show notes. And I think that something that was pointed out that's really important for us as professional communicators to remember there is advocacy and there's activism.
(05:26):
Every company may not have to be involved in activism, but advocacy really does cover your internal people. And so I would hope that companies always lead with their guiding principles, their vision, their values, their mission. I am fairly certain that every corporation values their employees and wants to create safe spaces for them, wants to make them feel heard and seen and wants to respect them. And I can share some examples of when that doesn't happen and how that then affects your external customers. So if you live in Minnesota and you're a Minnesota company, as Michelle brought up, it doesn't matter if you are a dairy fan or a copier company. You have people that live there and are absolutely impacted by the events that are happening. And that's not a political position because it doesn't matter how you feel about what's going on, you're impacted because you live there and these protests and this is happening. You talked about nuance, Michelle, and right into it.
Michelle Kane (06:50):
Yeah. I mean, sometimes the goal isn't to make a bold statement, it's to just make sure that your people know what's up essentially. And especially when we have small businesses to large companies with people afraid to leave their homes because of this behavior and how, I mean, you thought with COVID, we were afraid to leave the house. Yeah, it impacts, it impacts everything. It impacts morale. I mean, really, it gets to your basic humanity. Whether or not you, and maybe this is a bold statement. I don't know whether or not you're going to do right by the people that you rely on to carry out the everyday tasks that keep your corporate mission afloat. And that doesn't necessarily need to be a statement, but I mean, you order in pizza for every other silly occasion. Maybe that's as much as making sure employees who are at risk have food for the night. It's just thinking through all those things because whether or not we like it or want it or don't want it, it's here. And so we really need to deal with it as carefully and responsibly as possible. And I think never losing the sight that we are all fellow human beings in this. And if you're sitting at the top of the C-suite, that is a lot of responsibility. It really is.
Karen Swim, APR (08:21):
It is. And I know that there are people that feel like companies don't have that responsibility for their employees mental health and wellbeing.
(08:32):
However, even if you are just profit minded, your profits will suffer if your people are suffering. So we're not suggesting that you have to hold in-house therapy sessions, but you should at least acknowledge the things that are impacting both your internal audiences and your external when your people feel heard and cared for and know that their employer understands that they are a whole human being, that you're not a machine. You don't come to work and work in a silo. And if there are riots on your drive to work that you can't just put that out of your mind and come to work and be like, hi, can I help you today? Can I solve your problem?
(09:23):
Humans not like that. So as much as you may want humans to be machines and to block out everything else, life does impact them. And the way that you help them through it is acknowledging that there is something bigger than work going on and maybe offering practical support. Can they work remotely if they don't feel safe coming into work? Maybe they are illegal immigrant, but still don't feel safe. And I must tell you that many people who are US citizens native, US citizens don't feel safe. So this is a real thing that companies need to acknowledge, but there's many other issues. The world right now is full of big, heavy things, and you don't have to make a statement about absolutely everything that's going on, but you absolutely should be advocating for your people.
Michelle Kane (10:19):
Yeah, definitely. It's definitely about walking your talk, pairing actions with words, and honestly just being a responsible citizen. And I think you nailed it, just acknowledging that this is going on because I'm sure we've seen the social posts, and I know I feel them. I go to the grocery store and then I see something horrific has happened, and then I write a press release about a great donation a client has made, and then I see something atrocious that's been released from those files. And just the dissonance that creates and truly the low home exhaustion that takes on your psyche and your soul. And I can't imagine that honestly, it's got to be just a small percentage that affects somehow no matter. And again, I hate to say this in the terms of where you stand politically, because some of this is just really, but I think as corporate leaders, as professionals working with clients, we certainly need to look at this.
(11:28):
And if either you sense something needing to happen within a client or just have the conversation of like, Hey, how's everybody doing there? Do you need any ways to couch things? How can we help? Honestly, at the end of the day, how can we help? And so what does that mean for us as PR pros? And a lot of times, Karen, you say it all the time, right? Mission, vision, values, it all goes back to that. If you've already established that, then you have that prism through which to work any situation, and it's just a matter of living up to those in Word. Indeed.
Karen Swim, APR (12:09):
Yeah. Isn't it amazing that in the face of so many changes, technologically, structurally, politically, economically, we live in a time where the basics really matter and they matter more. So as PR pros, we adhere to ethical principles. And again, as you said, we talk about your ethics really leading how you show up as a company and really living that out, not just having it be pretty posters or something that you put in your employee brochures, but really living it and holding yourself and everyone in your organization accountable to it, allowing feedback and correction around that. So doing those basic things gets back to what's really important to every single company, and that's trust. If people trust you, they will fight for you. Whether they are your internal employees or your external publics, they will stand up for you when you are coming under attack. And being a trusted workplace means that you can attract the best of the people, people that want to work there, and it shows up externally.
(13:33):
I've been spending a lot of time over the past couple of years in hospital systems, and I can walk into a facility, and I know when the leadership is strong and when people are happy because it's shows, there's a brightness, there's a lightness, there's dedication to wanting to do their job when they're being treated well. What do you think that means? I think it means that people choose them because they see that. But I've also been in places where I think, please shut this place down, shut it down hard, wipe it off at the face of the earth because this is terrible rotten care. These people are miserable and something is not right here.
Michelle Kane (14:13):
And there is something, it's not only special, but it's essential in that, right? When you create that workspace of we are here to help each other,
(14:22):
And that gives your employees the autonomy to make those small decisions on behalf of your mission, rather than saying, well, I need to check with my manager to see if I can get you this, that, or the other. Oh, you know what? I see this problem before you even come to me with it, and I'm going to make a suggestion and I'm also going to help you make it happen. That is a huge difference, especially in our modern times where people feel disconnected and unheard and unseen. Those small acts can move mountains in someone's mind. And yeah, that's great for your bottom line, but gosh, it's so nice that you're also helping make our communities better places just by being good people and doing the right thing, doing right by each other.
Karen Swim, APR (15:14):
Yeah, and I mean, you said something like, we often cite Chewy, right? NPR as a great case example of customer service, and they actually empower their employees to make customers happy, so they have some budget that they can utilize towards doing extra things for customers. They've been empowered to do that. Imagine what happens, and I've seen this as well, where companies empower leaders to support their people. When your leaders don't have to work through a bunch of red tape to support an employee in need or support a community, that makes a huge difference. And you'll have much stronger leadership, you'll have a lot more retention with your employees. You'll have loyalty, you'll have hard workers because those are the residual effects when you do the right thing and you do it genuinely, you're not doing it because you want to get something out of it.
(16:13):
You're doing it because you respect people and you build that trust. So now is the time I think, not just to advocate and to decide whether or not to make a statement, but to really look at your infrastructure beyond communications and ensure that your infrastructure is strong and that you are set up to weather these times because they're not ending soon. And we continue to be faced with things that are complicated and that are highly charged for many people. I mean, I think about the situation in the Middle East and you have Jewish people that work for you and you have Palestinians that is an environment that is highly charged, that needs to be navigated with care for both people's respect and humanity. So can you make a big open statement supporting one side or the other? I would not advise that, but can you support your employees in a real tangible way that acknowledges their very real feelings, challenges, and stress around the situation that's happening that may involve family members? You absolutely can do that,
Michelle Kane (17:38):
Right? It really comes down to making sure that every employee feels safe and that their dignity remains intact. And I think that's, and you can't stay silent on that stuff. You really can't. So it comes down to good management as well, how well you work with your people and realize that yes, you go to work every day and your employees come in and you want them to make sure they're moving the company in an upswing, but we're not yet a robotic workforce. We're still people. And with that, we bring a certain special mojo being humans, but it also brings friction at times, and that's valid. So it's not easy to navigate, but it's essential. You need not ignore it. That will be trouble for you. And I think as long as companies are forthright, don't hide behind flowery speak. Don't create meaningless events in the face of trying to sugarcoat what might really be going on within. I think just real talk, your employees will respect you. Your external audiences will respect you, and at the end of the day, you'll find it works in your favor rather than not. Don't be afraid.
Karen Swim, APR (19:19):
Yeah, I agree. And as PR practitioners, it's always been our job to manage risk. I like the term risk translator because that's us. We look at situations and we have to translate, and then we have to provide guidance on how to handle that. And so we have to coach brand leaders, and we have got to make sure that companies before something happens are really aligned with their principles and that they have a decision framework that aligns with that. So
Michelle Kane (19:58):
Definitely
Karen Swim, APR (19:59):
I think in all of this, once again, the role of the PR shines brightly. For me. I'm always so proud to do this job, particularly when I look at colleagues and some of the different things that they have to manage and the things that they face in the roles internally, if they're in-house or if they're like us and external consultants, we have a strong opportunity in these times to help to shine the light through it. And in doing that, let's not forget PR pros that we also have to make sure that we're living by those same principles and that we are caring for ourselves so that our cup is full and that we are able to do our jobs with excellence, and that we are able to stay focused and be clear, operate with clarity. But you can't do that from an empty cup.
Michelle Kane (21:01):
So, so true. So true. So don't be afraid to step away from the gadgets for a few hours. Even though I don't know, here in the northeast, it's still bizarrely freakishly cold. I know it's winter, but the sun is shining. I can't tell you every day that I wake up and the sun is out, I'm like, oh my God, at least we have the sun. Those little things look for the glimmers, look for the glimmer, for those glimmers. It's not like we are not in the emergency command center 24 7 of our lives and everyone else's, even though sometimes it feels that way. So you can step away and replenish. I love how, I don't know who came up with this first, but if you've ever been in a chorus, the staggered breathing, or even if you've played in a concert band practice, the staggered breathing of your life, you take a break while someone else is blowing out that whole note.
Karen Swim, APR (22:01):
I love that. I love that. That is such great advice, and we hope that you guys got some insights from this and have some things that you're mulling over and thinking about or just got validation on what you're already doing because our audience is pretty smart. So we trust you to make great decisions, and hopefully you felt seen in heard today because we want to care for you.
Michelle Kane (22:33):
Yes, our solo smarties and even Smarties who aren't solos, you are amazing, and we hope you found value in this time together today. If you did, please do share it around and check us out at solopro.com. Join the conversation over there. And until next time, thanks for listening to That Solo Life.