Political support can harm businesses

The “silly” season, what a lawyer I know calls the months leading up to election day, just got even more serious for Florida businesses.

Last month, political contributions to a gubernatorial candidate by one of Florida’s most popular and powerful brands, Publix, elicited outcries, a social media boycott and a “die-in” protest. In response, Publix announced it would “suspend corporate-funded political contributions” and “re-evaluate our giving processes.”

That sent yet another tremor through Sunshine State businesses who write campaign checks to politicians who support “business friendly” laws and regulations. Political polarization across the country had already made clear election year 2018 would not be business as usual.

“In all my years working at the nexus of business and government I have never seen the climate this sensitive,” said Joy Howell, a Delray Beach resident who is managing partner of Cambridge Strategic Partners in Washington, D.C.

So, what should businesses do? Stop donating?

That would be quite the turnabout in the post-Citizens United era. The 2010 Supreme Court case gave corporations and trade unions carte blanche to write virtual blank checks to politicians. Now, maybe not so much.

“I counsel my clients to focus on their core mission right now in this political climate,” said Howell, defining the “core mission” as their specific business. Howell adds if you are going to make political contributions, make sure you are even-handed about it — meaning find candidates on both sides of the aisle who support your particular lobbying need.

“Unless the corporate strategy is to only appeal to one faction of consumers, I would avoid allying my brand today with an issue or candidate on the far left or right of the political spectrum,” she added. “A company can spend decades building their brand only to have it badly tarnished or destroyed with one wrong judgment.”

But what if the check has been sent already, and you are worried a social media backlash?

I asked Don Silver, chief operating officer at Boardroom Communications, what steps companies should take. He’s advised several Palm Beach County companies on crisis management.

“No company is immune. Their political contributions are public record,” he said. “Companies should continually evaluate their government relations programs, but I don’t think any single, non-business related issue will drive strategy. It does depend on the product or service category and customer base.”

If you are worried about a check to a candidate who is connected to the gun lobby, for instance, Silver suggested supporting after school programs for at-risk kids, anti-bullying initiatives, community mental health organizations, etc., that address “what are considered the root causes of these tragedies.”

Silver’s advice is to state clearly why a donation was given in the first place. What issue-driven position did that candidate take that you felt justified in giving to their campaign, and why it is important to your business?

The best defense, Silver said, is to be able to show you are “supporting candidates that stand for good government, share values and help business thrive.”