I’ve written about crisis responses and corporate communications for years. This includes the CEO’s role during a crisis, and the need to make their voices heard. I never thought, however, I’d be writing about what CEOs are saying following an assassination attempt on a former U.S. President.
Quick note: we’re going to leave personal politics and views out of this. Today, we’re simply focusing on what CEOs should be saying and how they should be engaging. Hopefully, politics are being left out of their efforts as well.
If you’ve noticed, a lot of comments have been made following the recent assassination attempt on former President Donald Trump. Whatever side of the political spectrum you’re on, it takes some to reconcile what happened, the state of our country, and how you should be responding. And as communities struggle with that, they often look to leaders not just in politics but across all sectors for reassurance and guidance.
This extends to the corporate world, where CEOs of large companies wield significant influence. These are, after all, the places we spend our time, money and attention. In my opinion, the need for CEOs to make public statements in times like this has never been more critical.
During a crisis, the public expects more than just business as usual. Audiences look to CEOs for moral and ethical leadership. Not because they are necessarily looking for direction, but because they believe those CEOs and corporations have a responsivity to engage in a positive way. And let’s face it, they also want to make sure organizational values match their values.
They expect statements that go beyond mere business interests and address the broader societal impact and expressing genuine concern for the welfare of the community. We’ve talked about this before, but transparency and empathy are key components of these expectations.
When a CEO makes a public statement during a crisis, audiences expect them to acknowledge the gravity of the situation, show empathy toward those affected, and articulate a commitment to positive action. Yes, this includes for crises that don’t directly impact your brand.
A statement that merely condemns violence without acknowledging the underlying tensions and societal issues may fall short. On the other hand, a well-rounded message that offers support, suggests pathways to healing, and commits to actionable change can resonate deeply with the public.
There is an expectation for consistency between words and actions. Audiences scrutinize whether the values expressed in a CEO’s statement are reflected in the company’s policies and practices. This means that any public statement should ideally be backed by concrete steps that the company is taking to address the issues that are being addressed.
Not all crises are created equal, and I’m not saying that CEOs need to commit to finding solutions to a deep-seeded division in our country.
What I am saying is that CEOs have an opportunity TODAY to make more of an impact by going one step further to address what people are feeling.
Silence is the new “no comment” when it comes to CEOs and crises. At best, it can be perceived as indifference or complicity. At worst, it can be viewed as an endorsement.
Speaking out can help to shape public discourse, providing a voice of reason and stability. Yes, there are risks. You’re wading into unknown or dangerous territory for your brand. In a political matter, you risk alienating half of your audiences, or more. Or, it may just not be something that perfectly aligns with your brand.
But, that doesn’t mean you shouldn’t be engaging. There are several reasons why it’s important for CEOs to make public statements during times like this.
First, CEOs are leaders and as such, in the eyes of their audiences, wield a great deal of societal power. I won’t throw out the “with great power comes great responsibility” quote, but their words can influence public opinion and encourage change. By speaking out, they can help to set a tone of civility and cooperation, countering the negativity and divisiveness.
Second, making a public statement can reinforce a company’s values and commitment to social responsibility. Yes, this is an expectation from your audiences, but it’s more than just meeting the expectation It’s about walking that walk. It demonstrates that the company understands the societal issues that affect its employees, customers, and stakeholders. This can enhance the company’s reputation and strengthen its bond with its community.
Third, information spreads rapidly and silence can be quickly interpreted as taking a stance that the CEO or brand probably doesn’t want to take. Proactive communication helps to manage the narrative and mitigate potential reputational damage.
Finally, public statements from CEOs can contribute to a broader collective impact. When multiple leaders from different sectors come together to voice similar messages, it amplifies the call for unity and action.
Following the attempt on former President Trump’s life, we’ve seen several high-profile CEOs take to public platforms to express their views and call for unity.
CEO of Apple Tim Cook, who has not exactly been overenthusiastic with the former President’s policies, condemned the violence in a social media post following the incident. Others who have been critical of Trump in the past have also put aside those criticisms in this moment as they released statements, including:
Amazon co-founder Jeff Bezos who said on X, “Our former President showed tremendous grace and courage under literal fire tonight. So thankful for his safety and so sad for the victims and their families.”
Amazon CEO Andy Jassy who posted, “It’s hard to digest what happened in Pennsylvania today. Just awful. My thoughts go out to the victims’ families. Glad that President Trump is safe and hoping he recovers quickly.”
Microsoft CEO Satya Nadella, who posted on X, “There is simply no place for any type of violence in our society. Sending my best wishes to President Trump for a speedy recovery and to all those impacted by today’s horrific event.”
Similarly, JPMorgan Chase CEO Jamie Dimon communicated to all JPMorgan employees a message of unity, condemning violence, including, “We must stand firmly together against any acts of hate, intimidation or violence that seek to undermine our democracy or inflict harm. It is only through constructive dialogue that we can tackle our nation’s toughest challenges.”
These statements share a common thread: a call for unity, peace, and the reinforcement of values. Such responses from business leaders can serve as a stabilizing force, reinforcing those values that are essential a community that need to unite.
As we see the statements following this horrific event (regardless of where you stand on that political spectrum), it’s obvious that leaders, CEOs, and brands play a critical role during a national crisis.
As someone who has crafted plenty of statements and advised on what to say and when to say it, I look at this moment and think, there’s a chance to say more. Condemning violence is a must. Well wishes are important. But there’s a chance to say more if you’re a CEO. Yes, it means you have to wade into those waters, but there’s a chance to say more.
What should you say? It depends on who you are and what your brand stands for. It depends on where your company is in the larger societal landscape, and it depends on where you’ve been in the world of politics in the past. But I submit you should say SOMETHING more.
By making thoughtful, empathetic, and action-oriented public statements, you can help to guide public discourse, all while reinforcing your company’s values, and contribute to societal cohesion.
Today, the voices of business leaders are not just welcome – they are essential.
