Published: 28 March 2019
Analyst(s): Communications Research Team
Crafting the right message when engaging with a contentious societal issue can be challenging. Communications leaders can use this report to learn more about the message characteristics that most impact audience responses.
Table of Contents
Survey and Analytical Approach
Table 1: Message Characteristics by Impact on Stakeholder Responses
Characteristics With a Strong Impact on Stakeholder Responses
Consistency With Company Values
Made a Difference on the Issue
Consistency With Business Goals
Characteristics With a Moderate Impact on Stakeholder Responses
Characteristics With a Low Impact on Stakeholder Responses
Specific Company Action or Statement
Joint Message Versus Alone Message
Characteristics With No Significant Impact on Stakeholder Responses
Company Action Versus Statement
CEO Message Versus Company Message
Recommended by the Authors
About This Research
Table 2: Survey Participant Country Demographics
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