「釋義」

越來越多的CEO開始針對社會話題發(fā)表意見，這被稱為“CEO行動主義”，這些CEO也被冠以“新CEO活動家”的名號。對于爭議性的社會話題發(fā)表意見，既會給公司帶來收益，也會帶來風(fēng)險。

「應(yīng)用場景」

CEO行動主義最近成為媒體焦點，公關(guān)公司圍繞這一現(xiàn)象成立了全新部門。盡管這一現(xiàn)象目前僅限于美國，但我們有理由相信，未來它會成為全球現(xiàn)象。隨著越來越多的CEO對社會和政治事件公開表態(tài)，公眾期待也日益升高。這件事的戰(zhàn)略意義也因此凸顯出來：在社交媒體時代，沉默者更像異類，為其付出的代價也更大。

CEO activism has gotten lots of media attention lately, and public relations firms are now building entire practices around it. While this phenomenon has largely been confined to the United States, there’s little reason to doubt that it could develop into a global force. We believe that the more CEOs speak up on social and political issues, the more they will be expected to do so. And increasingly, CEO activism has strategic implications: In the Twitter age, silence is more conspicuous—and more consequential.

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當(dāng)然，也有很多問題隨之而來，我們將在本文嘗試解決：CEO行動主義是否帶來實質(zhì)性的輿論變化？有什么潛在的風(fēng)險和收益？想發(fā)聲的企業(yè)領(lǐng)導(dǎo)應(yīng)該遵循什么樣的行動指南？

All this activity raises big questions that we will attempt to address: Does CEO activism actually change hearts and minds? What are the risks and potential rewards? And what is the playbook for corporate leaders considering speaking out?

以上文字選自《哈佛商業(yè)評論》中文版2018年1月刊《CEO活動家的行動指南》

亞倫·查特吉（Aaron K.Chatterji）邁克爾·托費爾（Michael W.Toffel）丨文

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