Taking a stance in corporate communication

Abstract

Taking a stance on controversial or polarizing sociopolitical topics has become an increasingly difficult aspect of corporate communication. Stakeholders expect companies to themselves, yet they are increasingly taking polarized stances themselves. Practitioners are grappling with the question of whether, when, and how to communicate a stance. However, what constitutes as “taking a stance” remains unclear in both research and practice. Terms such as corporate advocacy and activism are often used interchangeably, and the boundaries to fields like communicating corporate identity or values are blurred. This article seeks to clarify the concept of taking a stance in corporate communication and highlight what it means for communication practice.