If there was ever a time for businesses to prepare a strong crisis communications strategy, it’s following the release of the gender pay gap data on February 27.
The Workplace Gender Equality Agency has unveiled information on the gender pay gap within Australian businesses with over 100 employees.
So what does this mean for businesses and their PR?
The data will undoubtedly put a media spotlight on many Australian businesses – for better or for worse. With media scrutiny looming, every business must be prepared to respond.
While those with favourable pay gap data should be planning to capitalise on their success, organisations that have a significant pay disparity between men and women in the workplace must prepare to respond.
Failing to properly plan and carry out a crisis communications strategy could have far-reaching and costly consequences for a business. No more knee-jerk reactions or token gestures. Consideration that aligns with the weight and complexity of this issue is required. For some businesses, this will be a case of sink or swim.
But here’s the opportunity amidst the challenge: proactive transparency can turn this crisis into a chance for growth. Companies must avoid tone-deaf responses and embrace diverse perspectives, especially if their gap isn’t flattering.
For those making progress, addressing the gender pay gap isn’t just compliance – it’s a chance to shine. It showcases commitment to equality and enhances attractiveness to top talent.
For businesses that may have been vocal about gender pay equality in the past but whose data shows a less favourable reality, accountability will be key. Cheap PR tactics and empty promises won’t cut the mustard – now more than ever, consumers want brands to walk the walk, not just talk the talk.
This is a time when transparency is key. Businesses must be prepared to openly acknowledge their current stance on the gender pay gap, celebrating their wins and directly addressing any areas where they should improve.
And let’s not forget the importance of internal communication. As media attention peaks, ensure your employees feel heard and valued. This is the best way to foster an environment that truly reflects equality and diversity in the workplace.
The data will teach many businesses that neutrality on important social issues is no longer an option. We’ll soon see which businesses have carefully considered their PR strategy in response to the pay gap data, and which ones will be left scrambling to pick up the pieces.
If your business needs help creating its Gender Pay Gap Report response, get in touch with us here.
