The High Road Tonality: Don’t Be Pushed Around

In PR, what’s the high toad tonality?

When I help com­pan­ies reply to social act­iv­ists, I often recom­mend using the high road tonality.

The high road ton­al­ity aims to allow your com­munity man­agers to respond more freely on social media — without get­ting too entangled in agenda-driv­en and sens­it­ive discussions.

Here’s how it works:

The High Road Tonality

High Road Tonality Examples

“Why does­n’t your brand speak out against indus­tri­al over­fish­ing killing our oceans?”

“As a com­pany that sells fish­ing gear, we want our oceans — and all anim­als and plants liv­ing in them! — to be healthy and plen­ti­ful. We, too, were dis­turbed by the recent news of over­fish­ing. How could any­one not be? We now ask ourselves, how can our com­pany make more of a dif­fer­ence? Honestly, we’re dis­cuss­ing our strategy for sus­tain­ab­il­ity every day. I can­not say how or when we might take spe­cif­ic action regard­ing this latest news, but rest assured that we’re tak­ing the gen­er­al issue of sav­ing our oceans seriously.”

“Why does­n’t your brand engage in Black Lives Matter?”

“As for right now, we’re listen­ing. We’re listen­ing to the stor­ies being told. We’re listen­ing to bet­ter under­stand how we can learn and grow as a com­pany. As for inclus­ive­ness and human rights in gen­er­al, we think we’re doing a great job, and part of that is to stay open and care­fully listen to people’s stor­ies. We might take spe­cif­ic actions, but for now — we’re listen­ing and learning.”

“Why does­n’t your brand join our protests against tox­ic mas­culin­ity and the pat­ri­archy?”

“Honestly, we’re a product com­pany. We make products for any­one who likes them. And I dare say that we’re experts in mak­ing these products. However, we’re not experts on ideo­lo­gies or soci­et­al struc­tures. So, for now, we listen. And we con­tin­ue to focus on mak­ing the best products that we can. For every­one. We believe that’s our best way of con­trib­ut­ing at this point.” 

“Why does­n’t your brand sign our peti­tion to boy­cott all com­pan­ies on our Environmental Black List?”

“As a com­pany, we oper­ate dif­fer­ently. Instead of sign­ing peti­tions or par­ti­cip­at­ing in oth­er pub­lic demon­stra­tions, we take action with­in our sphere of influ­ence. And I dare say that our many envir­on­ment­al ini­ti­at­ives are mak­ing a lot of dif­fer­ence around the world rel­at­ive to our size and reach. If we were to sign your peti­tion, we would first have to use our resources to research the legit­im­acy of its cre­at­ors and then make sure that none of the com­pan­ies on that list is being wrong­fully accused. While it would be pos­sible, we’ve decided that we can do more good by dir­ect­ing our resources to where we can make the most difference.”

“Why does­n’t your com­pany act against your female employ­ees who take time off for abor­tions?”

“All our employ­ees are grown-ups, and what they do on their own time is frankly none of our busi­ness. We’re a large com­pany, and we have employ­ees that are pro-life, and we have employ­ees that are pro-choice. We believe we have a work­place where people can have dif­fer­ent opin­ions but still respect each oth­er and work well together.”

“Why has­n’t your com­pany offered your thoughts and pray­ers for the vic­tims and their fam­il­ies of the school shoot­ing?”

“The vic­tims and their fam­il­ies have our empath­ies, of course. I speak for every­one work­ing at our com­pany when I say we were dev­ast­ated by the news as every­one else. But you’re right that we haven’t pos­ted any status updates about the shoot­ing on our Facebook page. It’s not that we don’t care (we do!), it’s just that we focus our updates on our products and ser­vices and how they make a pos­it­ive dif­fer­ence in the world.”

Frequently Asked Questions