Padilla’s Social Issues Scorecard

Companies and brands confronted with controversial issues used to strive to keep their heads down and "stay in their lane." But many are now finding that customers, employees, communities and even some investors are expecting to hear their positions on important social issues. The following guidance and worksheet are intended to help companies and brands consider all relevant factors and respond in a way that follows their values and addresses the interests of their stakeholders.

Upon filling in the answers in the worksheet, you will have an opportunity to print out your results as a .pdf for sharing with others.

Overall Guidance

Resist jumping to conclusions. Take the time to educate your team about the details of the issue. This type of decision should be made after careful consultation with leaders in the organization that touch the different audiences you serve.
Start with the end in mind. What is the ultimate objective you are looking to achieve?
Transparency, authenticity and humility are key. These are difficult issues, and it’s okay not to have clear-cut answers.
Consider the long-term. What you say today needs to be something you can commit to in the future.
Focus your communications. A highly targeted approach directed at precisely the right stakeholders can be just as effective as broad-based proclamations.

Align words with actions. "Support" should include tangible ways in which the company and brand is responding.
Stay flexible. Situations and sentiment change, so be sure to evaluate your messaging to ensure it’s being considerate of current context.
In the midst of crisis, there is opportunity. This can be a time to reinforce values and initiatives already in place, as well as institute meaningful new initiatives.
Get outside perspective. You’re not alone – consult with peers and your outside PR counsel and learn from their experiences.
Plan ahead. Take time to anticipate what is coming and use the scorecard below to think about how you would respond should an issue arise.

Social Issues Scorecard

This worksheet is designed help leadership and the issues management team consider all of the possible dimensions of an issue before determining whether it’s appropriate to engage in the discussion. It takes into account the following factors:

Impact on key target audience.
How the issue will impact different locations.
How the issue aligns with an organization’s mission and values.
Understanding the motives of others calling for you to act.
Exploring the impact your voice will have on the issue.
Who will take the lead in communicating the organization’s position, and why?
How can participation benefit the organization?

The scorecard should be used as a guide and does not replace the need for judgment on a case-by-case basis.

Demonstrated Due Diligence

Have we reviewed the details around the issues involved?
Have we consulted external experts to bring clarity to the issue?
Have we reviewed past incidences of similar issues?

Commentary

Demonstrated Due Diligence

Is it relevant to just one location, a few, or all locations?
Is it a bigger issue/concern in one site for some reason (proximity, population served, etc.)?

Commentary

Demonstrated Due Diligence

Does our mission compel us to respond?
What, if anything, are we being asked to do (i.e., Lend our voice/name? Participate? Lead? Convene? Offer support? Offer resources?) And by whom? What are their motives in getting you engaged in this issue?

Commentary

Engaging in Social Issues