Reputation Management and Advocacy Groups

By Aneysha Pearce, December 2, 2008 — Recently, McDonald’s staved off a boycott by a Christian family advocacy group for its support of the National Gay and Lesbian Chamber of Commerce. In Evanston, IL, the Cinemark theater wasn’t able to escape the outrage from the gay and lesbian community, whose local members picketed Nov. 22 and 23 over the chain’s CEO’s financial support of California’s Proposition 8 campaign.

These are the kinds of situations dreaded by businesses that keep a close eye on reputation management. How well they are both anticipated and handled makes a huge difference over time in both a reputation and a brand. And dealing with advocacy groups is one of the stickier situations companies will face.

Anticipating means these organizations and their impact must be factored into the planning process. Among the considerations:

1. Prioritize Advocacy Groups: The organization must be cognizant of the groups that tend to be more vocal and stand to be influential with its customer base.

2. Understand Targeted Advocacy Group Positions: By doing your homework, you’ll benefit by growing a deep understanding of targeted advocacy group positions on critical, shared issues.

3. Anticipate Reactions to Company Actions/Positions: Knowing these positions should guide your ability to articulate your business’ stance on them (and why), in a thoughtful and non-defensive manner.

4. Proactively Engage with These Targeted Groups: Don’t wait for a negative event. Create opportunities to engage in a dialogue with these groups on issues. This gives your company a platform for consistently articulating its position on relevant issues.

Over time, this sort of measured and planned approach will help the groups understand your business’ desire to be both open and transparent in its dealings with them. It communicates an interest in hearing their side and, further, demonstrates your interest in their feedback on important topics of mutual concern.

Is this approach a fail-safe way to keep picketers from your door and boycotts from busting sales? It will go a long way, but of course, there are no guarantees. You need to remember that you can’t be all things to all people. Preparedness will enable you to better anticipate and craft your response. And, above all, consistency is key. Don’t change your position according to the advocacy group that’s making the most noise. This does more harm than good, and will just make the public think your company doesn’t really have a thoughtful position on anything.