The word controversy has the potential to elicit strong emotions and reactions when it’s used in conversation. This simple term can have far-reaching implications for businesses and businesses owners too, so it’s important to understand what it really means. Put simply, controversy is an intense dispute, argument, or debate that creates a public outcry and disagreement.
In the business world, controversy can come in the form of ethical or legal questions. A recent example of controversy that had far-reaching implications for corporate America is the controversy that began in September 2019 surrounding Juul, an e-cigarette company. The controversy involving Juul began after widespread reports of nicotine addiction and other health risks were linked to Juul products, leading to a flurry of litigation and investigations by federal and state officials.
How Can Controversy Affect Your Business?
Controversy can have a serious impact on a business. When a company is tied to a controversial issue, it can have a direct impact on public perception of the company, its products, and its services. This can lead to decreased sales, customer losses, and a damaged public and investor “ brand”. Even questions surrounding the company’s ethical practices can begin to mount, making it difficult for the company to attract capital or win new business.
In addition to the obvious financial implications, controversy can also have a negative impact on a company’s ability to attract and retain staff. Should a controversy break that puts the company in a negative light in the eyes of its employees, it can create an hostile work environment or cause key staff to look elsewhere for employment.
How to Handle Controversy
When your business is ensnared in a controversy, it’s important to respond quickly and appropriately. Hiring an experienced attorney early on can help you anticipate and detect legal issues that will affect your business. An attorney can also advise on public relations strategies that can help mitigate the impact of the controversy. Additionally, having an open dialogue with your customers and staff can help reassure them that the company is taking action and is taking steps to resolve any issues.
By understanding the definition of controversy and the potential consequences it can have on your business, you can be better prepared to handle controversy and protect your business interests.