Why geopolitics in 2024 is going to be more prevalent in comms than ever

The last year has seen economies try to adjust to a new reality, a change in governments in countries including Argentina and New Zealand, and sadly conflict continuing in Eastern Europe and emerging in the Middle East. Alongside consumer expectations of what firms are doing to tackle climate change, organisations are increasingly having to take a clear position on wider geopolitical issues. In February 2022, for instance, corporations around the world stepped forward to criticise the invasion of Ukraine, with many companies going a step further and removing any presence in Russia.

The emergence of the latest phase of the conflict in the Middle East has seen companies of all shapes and sizes publish statements or make comments. In the age of social media, leaders now have a responsibility to acknowledge geopolitical events and take a position. This is especially important for organisations with a presence in any affected regions. As we enter a new year, what do firms need to consider in 2024?

Closer to home

Whilst 2023 saw UK companies preoccupied with a stance on global issues, UK businesses may have to pay closer attention to political affairs at home this year.

With the prospect of a general election in 2024, organisations will have to be quick to understand the potential implications this may have on various areas of their business, whether that be supply chain, logistics, finances or staffing, recruitment and general wellbeing. Similarly for comms departments, agencies and consultants, it is important that plans are put in place to respond to this quickly and effectively. How those potential implications translate to consumers, clients, internal and external stakeholders and investors is integral to how businesses must respond, and the position taken on the introduction of a new, or continuation of an existing government.

Crisis planning

Brands and their respective communications departments have a responsibility to decide their priorities, prepare for any particular engagements required and react to any emerging news stories that are related. 

Crises have a tendency of creeping up on you, but deciding on a strategy, in particular what can or can’t be commented on removes a lot of the panic associated with responding to emerging geopolitical situations. 

Seeking out a range of differing perspectives and the potential response various audiences may have to your messaging is important. Similarly, responding to this responsibly means incorporating views in data-gathering and decision-making from an array of sources, but this doesn’t mean catering to everyone’s opinions. Focus on what matters most to your business.

Get eco-conscious

The topic of the environment isn’t going anywhere, with ambitious targets and public understanding at an all-time high. The recent COP28 conference saw more public interest than ever, and organisations are recognising the role they play in setting a positive environmental precedent.

Not only do businesses have to recognise and adapt to eco-limitations, they also have a responsibility to let consumers know what steps they are taking. Whether this be adhering with new guidelines, or internal initiatives designed to reduce the carbon footprint – businesses are now on the hook to share. 

As the geopolitical sphere takes centre stage on environmental policy, so too does the responsibility that lies with businesses to ensure that they are highlighting the positive environmental work they are doing to both their customers and the news agenda.

//

As the emphasis on brands and organisations to make their opinion known on geopolitical affairs continues, comms professionals would be best placed to stay abreast of the news agenda worldwide in the year the Washington Post are referring to as ‘The year of the Election’.