Navigating the Current Cultural Landscape
KAREN DYE and ROB FORRESTER
Our country is incredibly divided. Social movements are gripping the nation. The cultural influence of and interest in Christianity is waning. Christian values are under attack, as are many Christian ministries and nonprofit organizations. Alongside all of this, we continue to deal with the effects of a global pandemic.
Then add the 24-hour news cycle, the relentless pace of social media and the proliferation of screens and technology in our lives. Everything we do and say is under a microscope with every real or perceived misstep broadcast and cataloged online for all the world to see, replay, judge and cancel.
As an organization, your brand/reputation is your most important asset. Trust, credibility and attention are today’s cultural currencies. Unfortunately, it is no longer a matter of if schools will experience a crisis, but when. Crisis management work with schools around the country has increasingly involved the following topics:
Sexual Orientation, Gender Identity and Hate Speech
No single issue has caused as much trepidation among ministry leaders in our lifetime as the issue of human sexuality in general, and homosexuality in particular.
To some Americans, the proclamation of a historically biblical understanding of God’s teaching regarding things like homosexuality is enough to be deemed “hate speech.” Organizations must make a conscious decision about how they will navigate these landmines, as the course they chart will no doubt have significant ramifications.
Already, during this 2020 election season, a presidential primary candidate has suggested the removal of tax-exempt status for nonprofit religious organizations who are not supportive of LGBTQ issues. And another stated support for rescinding federal grants for entities that refuse to hire practicing LGBTQ individuals.
While a school need not iterate its beliefs on every moral, social or cultural matter of the day, it may be forced—in this increasingly hostile climate—to choose whether to tacitly (or explicitly) renounce orthodox views or accept certain consequences in the public square.
Racial Tensions + Diversity
From the shooting of Ahmaud Arbery to the death of George Floyd to the shooting of Jacob Blake, racial injustices have ignited a flurry of protests and movements to bring justice and eliminate systemic racism. Through social media campaigns, such as “Black_at_[school name],” schools and universities are being forced to address ongoing racial tensions among students and faculty.
Crafting an effective course of action, or even simply a written or verbal response, can make or break your organization. Especially in academic communities, responses must demonstrate a willingness to listen, learn and acknowledge fault—without censoring any constructive conversation or criticism.
Cancel Culture
The prevalence of cancel culture has many celebrities concerned about damage to their reputations and fan base. Disney fired writer-director James Gunn after those attempting to cancel Gunn resurfaced some of his old tweets that were offensive—a situation that is becoming commonplace. Jimmy Fallon sought public penance after being “cancelled” for a 2000 Saturday Night Live skit depicting blackface.
As COVID-19 has driven isolation, social media has become the primary source of connectivity and, as such, has intensified the dynamics of cancel culture. Social media engagement is at an all-time high with many exercising what they deem their moral responsibility to hold people accountable for their behavior.
2020 has seen an upswing of social media campaigns targeting schools, most often related to the racial diversity, sexual orientation and gender identity issues mentioned above. In most cases, there is a strong temptation for schools to put up a defense. However, the climate is so hostile it is difficult to address any issue without being consumed.
While advising Christian organizations around cultural and social issues, we have observed the following dynamics:
1. Most organizations are hoping they can continue to avoid dealing with these issues. But as time has proven thus far, virtually no Christian organization will ultimately be successful in avoiding being confronted with it.
2. Of those who are attempting to navigate these complex issues, a majority are trying to “have it both ways” (appeasing both sides of the ideological/theological divide) and are either making no formal progress or are getting burned by both sides.
3. Once an organization decides to start addressing an issue and possible policies, it inevitably encounters increased resistance—however, giving into the pressure by reversing a position or decision can devastate an organization.
4. There is no “convenient” time to address these matters—the best time is now, before you are facing a controversy or real-life test case of some kind.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffet
Crisis Principles
So, what is a Christian organization to do when criticism and controversy increase, and civility seems to become a relic of the past? Here are a few time-tested principles to keep in mind.
Authenticity
Be authentic to your brand, mission, beliefs and voice. You lose authority and weight when you are not authentic and/or wade into topics that are not a part of your expertise or ministry focus.
Ownership
Practice extreme ownership. Own who you are, what you have done and what you believe. Even if you can shift the blame, don’t. People admire and trust people who own problems and fix them.
Apologies
Be quick and earnest in an apology. Name the pain/insult, properly acknowledge the victim and outline steps toward resolution and future accountability.
Voice + Tone
Avoid formulaic, corporate-sounding, overly polished language. Responses need to reflect the organization’s voice and tone in a real and compassionate manner, and limit Christian jargon.
Courage
Be courageous and forthright in owning who you are, your position on issues or a mistake you made.
Balance
Balance truth and grace in your posture. Jesus was the perfect example of this.
Clarity
Do not mince words or try to skirt issues. People see through this approach and hold it against you.
Humility
In this divisive and aggressive landscape, a posture of humility can be the balm a tense situation desperately needs, and may engender some humility from the other side too.
Consistency
While a considerate mind is beneficial, don’t be unstable. Particularly in moments of tension, it is easy to abandon convictions and jump on a bandwagon. Change may be needed, but make sure it is authentic, thoughtful and consistent in the new direction.
Focus
Weather unfounded criticism and employ long-term thinking. Don’t let anyone get you off-message, try to define you by a minor point or box you into an overly simplistic position. Allow your organizational vision and goals to guide your actions.
Management
PR problems are often management problems or issues that have become public. Keep your house in order and mind your management.
Professionalism
Resist the temptation to fight a war of words. Keep your responses non-emotional, except an apology or expression of compassion. Do not engage critics or elevate the platform of trolls.
Word + Deed
Actions often speak louder than words, particularly when demonstrating a change your organization wishes to make. We have seen increasing backlash against organizations espousing hollow rhetoric. Your constituents and critics are now looking past words to analyze history and actions.
Winsomeness
A warm sun will remove a jacket more effectively than a strong wind. Love, kindness, humility and selflessness are now rare, and as such, are noticeable and powerful attributes in the public sphere.
Karen Dye and Rob Forrester serve at Guardian PR + Events in Atlanta, Georgia