CEO行动主义 / CEO activism

「释义」

越来越多的CEO开始针对社会话题发表意见，这被称为“CEO行动主义”，这些CEO也被冠以“新CEO活动家”的名号。对于争议性的社会话题发表意见，既会给公司带来收益，也会带来风险。

「应用场景」

CEO行动主义最近成为媒体焦点，公关公司围绕这一现象成立了全新部门。尽管这一现象目前仅限于美国，但我们有理由相信，未来它会成为全球现象。随着越来越多的CEO对社会和政治事件公开表态，公众期待也日益升高。这件事的战略意义也因此凸显出来：在社交媒体时代，沉默者更像异类，为其付出的代价也更大。

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.

当然，也有很多问题随之而来，我们将在本文尝试解决：CEO行动主义是否带来实质性的舆论变化？有什么潜在的风险和收益？想发声的企业领导应该遵循什么样的行动指南？

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?

以上文字选自《哈佛商业评论》中文版2018年1月刊《CEO活动家的行动指南》

亚伦·查特吉（Aaron K.Chatterji）迈克尔·托费尔（Michael W.Toffel）丨文

马冰仑 丨编辑