Padilla

Engaging in Social Issues

Padilla Social Issues Scorecard™

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. (If you prefer an interactive .pdf worksheet, download one here.)

Overall Guidance

  1. 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.
  2. Start with the end in mind. What is the ultimate objective you are looking to achieve?
  3. Transparency, authenticity and humility are key. These are difficult issues, and it’s okay not to have clear-cut answers.
  4. Consider the long-term. What you say today needs to be something you can commit to in the future.
  5. Focus your communications. A highly targeted approach directed at precisely the right stakeholders can be just as effective as broad-based proclamations.
  1. Align words with actions. "Support" should include tangible ways in which the company and brand is responding.
  2. Stay flexible. Situations and sentiment change, so be sure to evaluate your messaging to ensure it’s being considerate of current context.
  3. 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.
  4. Get outside perspective. You’re not alone – consult with peers and your outside PR counsel and learn from their experiences.
  5. 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.

Padilla 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:

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

Defining Risk and Relevance: Impact of This Incident/Event on Stakeholder Groups

Rate the potential impact the issue will have on our relationship with stakeholders and our business.

Customers

Employees

Benefactors

Community leaders

Prospective customers

Partnership and business relationships

Demonstrated Due Diligence

Defining Alignment with Mission and Values and Appropriateness of Response

Rate the alignment with your organization’s mission and values.

Mission

Values

Demonstrated Due Diligence

Assessing Credibility, Timing and Strategic Fit

Evaluate key considerations for responding to this issue.

Are we a credible authority on this topic? (i.e., Do we have a subject matter expert? Doing relevant research? Or are we an authority due to another hat that we wear, such as the largest employer, for example?)

Is this issue both timely and relevant?

Does this tie to our strategic objectives?

Does our company already have internal champions for this issue? Or, do we have the ability to develop/appoint a champion?

Will this issue gain broad national exposure?

Will this remain an important issue for years to come?

Will declining to respond have a negative impact on our business and culture?

Does an earlier statement on this topic compel us to respond again?

Demonstrated Due Diligence

Evaluating Alignment with Communications Objectives and Potential Benefits to Responding

Rate the potential benefits of responding to this issue.

Establish thought leadership?

Help to engage customers/consumers in new and more relevant ways?

Increase stakeholder engagement?

Strengthen relationships with communities where we live and work?

Strengthen relationships with our employees in order to build stronger culture within the company?

Demonstrated Due Diligence

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