Lars Voedisch, Founder and Managing Director of PRecious Communications was featured in the print and online section of Business Times’ “Views from the Top” on October 21, 2019, titled “Businesses can be agents of social change.” The question was – should businesses take a stand on socio-political matters? To what extent should they speak out on issues that are important to society?
Here is Lars’ comment as featured in The Business Times’ Views from the Top
More than ever, customers want to align with brands that reflect their values and beliefs.
Traditionally, brands have shown restraint and chose not to engage with issues that did not directly impact their businesses. Especially in 2019 and beyond, brands will no longer be able to take the path of least resistance. We are witnessing a growing number of organisations stop being apolitical. They have become comfortable with taking a stand on hot-button issues and relate to their customers’ core personal values and beliefs.
While doing so may alienate a section of their client base, it fosters brand loyalty with those who bought those ideas and converts new customers as advocates. With issues such as climate change, data privacy and social stratification taking the spotlight, we expect more brands to engage with their community on potentially controversial topics.
Why Are We Talking About Can Businesses be Agents of Social Change?
The NBA, one of the most popular sports leagues in the world, is mired in a multi-billion dollar backlash in China (where basketball has a huge following) following a tweet on Hong Kong.
Response to the (since-deleted) Oct 4 tweet of support for the Hong Kong protesters by the general manager of the Houston Rockets was swift, coming from not only the PRC consulate in Houston but also Chinese businesses. Sponsors began to cut ties with both the Rockets and the league as a whole.
Among others, Tencent (the NBA’s exclusive digital partner in China) announced it will suspend business links with the Rockets; likewise sportswear brands Li-Ning and Anta said they were ditching their deals with NBA. Chinese state television CCTV said it would no longer air the Rockets’ pre-season games in China.
NBA China, a separate business arm of the NBA, has been valued at US$5 billion.
Meanwhile, voicing “deep concern” in a letter to the NBA commissioner, members of the US Congress said it was “outrageous that the NBA has caved to Chinese government demands for contrition” and called on the league to suspend all ties with China until “government-controlled” broadcasters and commercial sponsors end their boycott of NBA and the “selective treatment of the Houston Rockets”.
The NBA isn’t the only business that’s been dragged into crisis over the unrest in Hong Kong. In August, Cathay Pacific was also hit, after Beijing demanded that it suspend staff involved in, or who support, the HK protests.
But perhaps nowhere has the matter of corporate involvement in socio-political issues come to the fore more, of late than in America, where CEOs have been speaking up, for instance urging the White House to remain in the Paris climate accord, or criticising dysfunction in Washington or defending journalism amid accusations of “fake news”. Nike jumped into a culture war when it featured a football player who protested police brutality against African Americans — and apparently, the controversial ad featuring Colin Kaepernick has had a positive effect on sales and earnings.
A poll in the US by Sprout Social found that two-thirds of consumers say it’s important for brands to take public stands on social and political issues, while a 2017 Edelman survey agreed that the majority of millennials (60%) are “belief-driven buyers”.
To be sure, some consumers believe corporations and CEOs should stick to running their businesses rather than wade into a political minefield.
Others note that brands that ‘get political’ are taking a risk; but that those that do nothing may be risking more.
PRecious bekerja dengan ONE Championship, organisasi seni bela diri terbesar di dunia, untuk menghadirkan publisitas dan ketertarikan terhadap acara yang diselenggarakan di Indonesia. Untuk mencapai tujuan ini, PRecious berhasil menciptakan kehebohan di kawasan dengan menghadirkan sebuah “buzz video”, yang menampilkan para influencer Indonesia seperti Stefer Rahardian, Ramdani Lestaluhu dan Hesti Purwadinata. Video tersebut akan ditayangkan di akun Facebook dan Instagram para influencer tersebut.
PRecious membantu PT Campina Ice Cream Industry meluncurkan LuVe, es krim vegan rendah kalori dibuat dari susu kedelai, di Yogyakarta. PRecious menggunakan gabungan PR tradisional dan pelibatan influencer untuk memperkenalkan penawaran terbaru dari Campina. Kampanye ini mendapatkan perhatian dari media lokal, nasional dan media sosial Instagram.
BASF Indonesia, produsen produk kimia terbesar di dunia, menunjuk PRecious untuk mengatur strategi komunikasi di acara “We Create Chemistry” dalam rangka merayakan ulang tahun ke-40 perusahaan mereka di Negara ini. Pada acara ini, BSAF bermaksud mengumumkan inovasi-inovasi baru di bidang produksi kimia. Dengan menyelenggarakan dan melaksanakan diskusi media roundtables dengan Presiden Direktur BASF, PRecious membantu menempatkan BASF di media utama Indonesia, termasuk CNN Indonesia. Langkah ini secara efektif memposisikan mereka sebagai pakar utama di industri mereka.
Mimpi adalah perusahaan yang menawarkan matras tidur mewah dengan harga terjangkau bagi masyarakat Indonesia. PRecious membantu Mimpi menciptakan kesadaran terhadap merek dan teknologi yang mereka gunakan dengan merangkul influencer lokal sehingga dapat menjangkau beragam saluran media. Selain merangkul para influencer lokal, peluncuran pers juga diatur untuk mendukung tujuan Mimpi di Indonesia. Hasilnya, merek ini semakin dikenal, teknologi matras tidurnya semakin dipahami dan menerima banyak perhatian jika dilihat dari jumlah like dan follower di media sosial.
PRecious worked with ONE Championship, the world’s largest martial arts organisation, to generate hype and interest around an event that took place in Indonesia. To achieve this, PRecious successfully created excitement in the region through the creation of a “buzz video”, featuring Indonesian influencers such as Stefer Rahardian, Ramdani Lestaluhu and Hesti Purwadinata. The video was circulated on the influencers’ Facebook and Instagram.
PRecious helped PT Campina Ice Cream Industry launch LuVe, a low calorie, vegan ice cream made using soy milk, in Yogyakarta. PRecious employed a combination of traditional public relations and influencer engagement to spread awareness of the new offering from Campina. The campaign received attention in local media, national media and on Instagram.
BASF Indonesia, the largest chemical producer in the world, appointed PRecious to drive communications around the “We Create Chemistry” event to celebrate their 40th anniversary in the country. At the event, BSAF intended to announce new innovations in chemical production. By organising and executing media roundtables with BASF’s President Director, PRecious helped place BASF in key Indonesian media, including CNN Indonesia. This effectively positioned them as thought leaders in their industry.
Mimpi is a company that aims to offer luxurious and affordable mattresses to everyone in Indonesia. PRecious helped Mimpi to create awareness for the brand and the technology that they use through localised influencer engagements, resulting coverage in various media outlets. In addition to these engagements, a press launch was also organised to support Mimpi’s goal in Indonesia. As a result, the brand received increased awareness, a better understanding of the technology behind the mattresses and higher engagement, in terms of likes and followers, on social media.