Member Exclusive: The strategy behind the silence of Minneapolis-based companies
How to craft a thoughtful, careful message when it is time to speak.
By Allison Carter, editor-in-chief of PR Daily and Ragan.com
Editor's note: Since this article was posted, Minneapolis-based companies have issued a joint statement in response to the killing of a 37-year old protester. Read that statement and analysis here.
Minneapolis has become the epicenter of America’s immigration debate. Large-scale Immigrations & Customs Enforcement activity in the city became a flashpoint after an agent shot and killed Renee Good, a U.S. citizen.
Since then, life has been upended in the Minnesota city. Continued protests throughout the city, combined with ongoing ICE actions, has led many people to stay inside, avoiding shopping, eating out and even going to work. Adam Duininck, CEO of the Minneapolis Downtown Council, told Fox Business that business activity in the neighborhood where Good was killed was down 80-100% year over year. In Downtown Minneapolis, that number looked more like 50%.
In addition to the restaurants, shops and construction sites impacted by the protests and ICE arrests, Minneapolis is also home to a number of large corporations. By and large, these companies have remained publicly silent in the face of the ongoing challenges in their city.
The only substantive public statement Ragan was able to locate came from the Minnesota Chamber of Commerce, provided to Minnesota Public Radio. CEO and president Doug Loon said in the statement that the organization is providing employers with “up-to-date information and resources to help them navigate uncertainty, maintain compliance with federal law and support their employees.”
“These companies are in an extremely difficult situation, as they employ and sell to people that represent the entire political spectrum, and they are at the same time constrained from open commentary in a polarized political and social environment. There is general distrust and almost no room for nuanced discussion and debate,” said Anthony D’Angelo, chair and professor of practice in the Newhouse Public Relations Department at Syracuse University.
That caution is underscored by President Donald Trump’s actions to politically punish those who oppose his policies. But silence is also noticed. Numerous local and national news outlets have noted the lack of response from Minneapolis-based businesses. Perhaps the company most in the spotlight is Target. Not only is the retailer based in the Minneapolis, ICE has also made high-profile detainments in its stores and parking lots, including of employees. At least one Target store has also become the site of an anti-ICE sit-in.
Still, the company has issued no public-facing statements.
“While I think a level of discretion is called for — making statements just to go on record without a larger strategy or commitment is a waste and can be counterproductive —remaining mute can be interpreted as indifference or disengagement by employees, customers, and local governments and residents,” D’Angelo said. “I think strategic communications can be carefully, very carefully, deployed so that local audiences see those companies acting as responsible citizens rather than spectators.”
D'Angelo outlined a series of steps and considerations organizations can take into account when choosing to strategically speak on topics of such heightened public and political interest:
- Target messages by audience. Communicate separately and appropriately to employees, external audiences, and local, state and federal, government leaders.
- Acknowledge that this is stressful and real, and that people may be fearful for themselves and others.
- Make a clear effort to ask employees what they think and what their concerns are — don’t assume you already know.
- Pair internal listening with outreach to external audiences, including customers and government leaders.
- Emphasize the shared desire for public safety and clear guidelines for what people should do if approached or detained by ICE agents.
- Commit to employee safety and wellbeing.
- Provide clear, accurate policy information. Explain what company policies apply to the issue, using plain language and avoiding ambiguity.
- Point people to resources and support. Include Employee Assistance Programs and other resources where employees can get guidance.
- Balance compliance and care. State that the organization will comply with applicable employment and verification laws while respecting employee rights and privacy.
- Be honest about uncertainty. Show care while acknowledging there are no easy answers.
- Build trust through transparency. Communicate honestly and consistently — people will accept complexity when they feel they’re being treated with respect.
Making an internal or external statement doesn’t have to mean taking a stance on a hot button political issue, D’Angelo said.
“I think companies should strive to advocate for empathy and fairness rather than political positions. Maintaining silence creates a vacuum others can fill by ascribing motives to your company. You wind up losing an element of control.”