Companies that take a stand on a hot-button issue should be ready to put their money where their mouth is.
The popular opinion in PR says that companies should speak out on controversial social issues that matter to them. Some even argue the move will boost the bottom line.
However, Dick’s Sporting Goods is an example of how the hard decision to speak up might not reap immediate financial rewards.
The retailer chose to remove assault rifles from its stores following the Parkland shooting in Florida nine months ago. It also tightened restrictions on gun sales at all its stores.
As we reported on PR Daily:
The message stayed on brand for the retailer, which sells sporting equipment for children.
In the press release, Dick’s conceded that it had sold the Parkland shooter a weapon—though not the weapon. It also looked at the big picture: