Corporate statements that do and don't work amid the #BlackLivesMatter protests - without bullshit

I always enjoy Bernoff's critiques of various corporate communications.

I’ve surveyed corporate statements in this fraught moment. The best include two elements: a statement of understanding and solidarity, and a concrete action that demonstrates leadership and empathy. Many of these statements hit wrong notes — it’s hard for a privileged, white, male leader to say the right thing without seeming to be grandstanding or hijacking the moment. But speaking is better than saying nothing.

He offers very good details of what Target and Apple did. Things that you can put to work as you think about what you are communicating as well.

Don’t stay silent. If you are a leader, this is a moment that America needs to hear from you. I know you don’t know what to say. If you have a heart, write from it. Acknowledge the pain of others, and the conflict in your own soul. And make it relevant to you — contribute in whatever way you can. Each statement will be different, because each company’s role is different.

I agree with his urge to say something. People of color, and many white people as well, are looking at companies to see how they respond. Saying nothing is an implicit endorsement of the status quo. You should be as worried about that as you are about wading into a difficult topic.