Last week, two executives speaking at an event on leadership at London Business School disagreed on how business leaders should engage with public debates. Ian Davis, the former head of consultants McKinsey , argued that many do not speak up because of the media’s unrelenting cynicism towards business. But Jeff Immelt, chief executive of General Electric, said that in spite of this, leaders needed to communicate with the outside world as part of being good corporate citizens. Who is right? Should business leaders be vocal in pressing their case via the airwaves and newsprint or should they avoid the potentially negative exposure altogether?

THE ACADEMIC
Paul A. Argenti
After 30 years of teaching, research and consulting in the area of corporate communication, I am amazed that anyone could seriously question whether business leaders should engage with the public. It’s mission critical. The financial crisis has rocked the business world. The reputation of corporations and their leaders is at an all-time low. How much more evidence do business leaders need to recognise that communicating with the general public, as well as customers, employees and shareholders is mandatory? Like it or not, corporate citizenship today includes a broader accountability to society. As with any relationship, it takes time, consistency and authenticity to build trust and goodwill that will save you in a crisis. Corporations need to do the right thing but they also need to do a good job of talking about the right things they are doing to set the record straight and avoid misperceptions. Yes, the media will be ready to pounce at any misstep – so will any blogger or activist shareholder. Stay on the offensive by being transparent and strategic, and by keeping the lines of communication open through good times and bad.