Top 3 Things Brands Should Avoid In Supporting The Black Lives Matter Movement

By Amari Tillman

June 5, 2020

The murder of George Floyd has sparked protests around the world as people come together in objection to police brutality and racial injustice. Racism is (unfortunately) not new in America; however, with a pandemic and a down economy bringing high levels of tension and uncertainty to the public, the demand for change is resonating across the nation. Now the Black Lives Matter movement - set forth in 2012 due to the murder of Trayvon Martin - is once again a topic of national conversation. People are fed up. They are demanding that brands join them in calling for justice on behalf of black people whose lives were taken because of racial prejudices.

If you are a brand wondering how you can navigate social media and the general public at this time, here are three things that you should avoid.

1. Silence

In the past, many brands chose to remain silent regarding the movement due to its controversial nature. Any public relations professional will tell you that silence is not the best option when faced with a crisis because you lose the opportunity to clarify your stance and control your narrative. So why did brands choose to remain silent? The movement has been polarizing enough for brands to view silence as a viable option to display neutrality; however, recently there has been increasing public displays of solidarity and unrest. Silence is no longer acceptable.

Use your social media platforms to make a timely statement. People are taking note of brands that don’t speak out against police brutality. No answer is viewed as complacency and may not be accepted by the general public.

2. Ambiguity

Ambiguous posts about injustice or unity that lack depth are likely to incite more outrage. This would be posts that call for solidarity without mention of any of the atrocities committed. From the outside these posts look like an attempt to avoid scrutiny or a lack of understanding of the situation’s severity. Celebrities and Influencers have come under fire for this especially, posting quotes or hashtags without mention of the victim or condemnation of the murderers. There is a reason that the phrase “say their names” is so prevalent: people want the individuals whose lives were taken to be recognized and justice to be served. By making vague statements, the public may call you out and expect for a better answer to be provided.

Make strong, decisive statements that speak to what happened and who has been affected by it. Be specific and intentional with your language so that there is no question as to where you stand on the issue.

3. Inaction

Making heartfelt posts without a call to action can also be viewed as empty. People may see the posts as being unhelpful or that your brand doesn’t want to be held accountable. Present calls to action that speak to what people can do to get involved and/or what your brand will do to help the cause. This includes, but is not limited to, making donations and/or advocating for petitions to be signed. This will show that your brand is using its power and influence for good.

Remember, avoiding inaction also means maintaining continuity: your content should be consistent with your calls to action. In other words, don’t make promises you don’t intend to keep. If you say your brand is dedicated to promoting justice and equality, then your content (and board members) thereafter should reflect that.

Summary:

The public will hold you accountable for your words and actions regarding the movement. Making clear, intentional statements will show that you are listening, but calling for action will show that you care. This is especially important for brands that have a reputation of cultural insensitivity or appropriation.

It does not matter what industry you are in. Don’t be on the wrong side of history. Speak out and be a brand that makes a difference.

Visit https://blacklivesmatter.com/ for more information on the movement.