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Abstract

In an era of uncertainty, fake news, and declining trust of government institutions and media, a renewed confidence in experts, including CEOs willing to speak out on important social issues, is emerging. According to the 2019 Edelman Trust Barometer trust in news and government is still low. Globally only 64% of respondents had trust in traditional media. Perhaps even more worrisome is that 73% of respondents feared false information or fake news being used as a weapon. Similarly, only 49% of the mass population believe they and their families will be better off in the next five years. What is interesting is these same respondents embrace the idea that organizations, particularly businesses, can be agents of change. The majority of respondents (75%) trust the organizations for which they work, and 73% of respondents believe a corporation can earn profits while also work to make the economic and social conditions of the community in which it operates better. In addition, about 76% of respondents want CEOs to take the lead when policy change is needed. As this shift is occurring, organizations' leaders are increasingly held responsible for more than just products, services, and profits; now "they stand up for our [communication professionals'] values on behalf of all stakeholders-including employees, customers, partners, community and the planet" (duBrowa, 2018, para. 7). What I find most encouraging in the report is the embrace of change. News engagement rose by 22 points meaning people are taking the time and effort to be informed about issues. In addition, respondents state their employers have a greater purpose than making profits, and through shared action the respondents themselves see how they are driving societal change. Of course, along with this shift also come varying emotionsanger, relief, anguish, disappointment, fear, and perhaps even hope. These emotions will also have to be given attention to be understood and harnessed to drive positive change. Organizational leaders prepared to embrace

“We Need to be Better”: Race, Outdoor Recreation, and Corporate Social Advocacy

“…Organizations are increasingly using their platform and brand to engage the public on issues of concern or controversy, often times on issues that frequently fall outside the operational scope of the organization itself. Citing well known cases such Nike's support of NFL quarterback Colin Kaepernick, Austin et al (2019) contend that "the question of what corporations' role in public interest communications should be remains up for debate" (pp. 3-4).…”