Gartner Research

Creating Effective Messaging About Contentious Societal Issues

Published: 28 March 2019

ID: G00707850

Analyst(s): Communications Research Team

Summary

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

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

Authenticity

Consistency With Business Goals

Characteristics With a Moderate Impact on Stakeholder Responses

Timing

Tone

Characteristics With a Low Impact on Stakeholder Responses

Specific Company Action or Statement

Joint Message Versus Alone Message

Channel

Characteristics With No Significant Impact on Stakeholder Responses

Company Action Versus Statement

CEO Message Versus Company Message

Conclusion

Recommended by the Authors

About This Research

Table 2: Survey Participant Country Demographics

Endnotes

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