Does your Business Content Take a Stance?
The role opinion plays in business content is a tricky matter. Opinion can polarize, but it can also cut through the clutter.
Business content certainly shouldn’t avoid opinion outright—the opposite in fact. Expressed well, opinion will lend an edge and appeal to your organization's content. Where you have an opportunity, take a stance.
The Double-Edged Sword
As with any swordplay, you will want to play smartly. Opinion is not a free-for-all.
Ensure opinion pieces are clearly highlighted in your content schedule. Your proposed topic should have clearance from the appropriate executive and be consistent with the company line.
In larger organizations, work with your PR team to shape the idea and ensure your content is not overlapping. Determine if authorship of the article will be assigned to an executive—and if so, which one?
If the proposed opinion deviates from the company line but you feel strongly on its merits, request a meeting with senior leadership to stake out your argument.
Make your case the best you can, but stay receptive to challenge. Conflicting opinions on the same topic within your organization can lead to healthy debate and a more nuanced point of view.
Courage of your Convictions
A strong public voice will curry favor among many but will also encourage dissent. Don't shy away from the criticism. You are not looking to pick a fight, but you do want to say what you think.
Be open minded to negative comment. Respond carefully, and hold the line as you deem appropriate. Be fair, be firm—above all, represent your company well.
Beyond that, have the courage of your convictions when defending your business content. If the going gets tough, remember:
Those who initiate the conversation tend to lead the conversation. And those who lead the conversation tend to prevail over time.
“There is only one thing in the world worse than being talked about, and that is not being talked about.”
— Oscar Wilde (1854-1900), himself not short of an opinion or two