The Risks and Rewards of Political Alignment

By Melanie Wilt, APR, CEO of Shift•ology Communication

Should you actively engage in the political arena, or stay neutral? I have asked myself this question many times over the years. It comes with some risk to align yourself with political interests. Those risks could pay off in a big way or be the downfall of your brand. The pro is that you’re known to stand for something, but a big con is that something could be offputting to your customers and colleagues. 

This week, Carrie Underwood will play for the Trump Inauguration, which will align her with Republicans and the Trump Administration. For her country, conservative music brand, this probably makes sense. Last inauguration, Garth Brooks played and was harshly criticized and labeled a “liberal” different from his fan base. I’m not sure it worked out for him, and time will tell how it will impact the former American Idol. A November 2024 article by Jeffrey Barrios contents that it’s a losing battle for celebrities. 

In today’s interconnected world, the line between brands and politics has become increasingly blurred. Frankly, if I chose my musicians based on their political affiliation, I would be listening to outlaw country, Kid Rock and Kanye West on repeat. For me, the music outweighs the politics. But, a big part of me says, “Stay in your lane!”

That’s fresh coming from a PR professional-turned-elected official. In 2016, I labeled myself and ran for local office at the risk of my business. I had to weigh the pros and cons of being politically active with my business goals. Fortunately for me, my business and personal brands were already established as conservative, rural and science-based, which aligned well with my public service. We were already supporting local business and causes with a conservative viewpoint. And, the bulk of our businesses’ customers were in the agriculture industry outside of the geographical area that I would represent, so the conflicts of interest (real or perceived) remained limited. 

My advice to those considering taking their own risk of political affiliation is this: 

Political wherewithal is an important aspect of organizational leadership, and it does not equate to your political “blood type.” Politics carry with it some incredibly negative connotations today that stem from divisive rhetoric in the media. While we’ve witnessed the worst of ethics, dialogue and egos on display, politics do not have to be divisive. A command of political savvy is a strong leadership trait in today’s C-suite. 

Try as we may, we cannot avoid politics at work, school, church or sometimes even our families. Leaders instead must find ways to use our political savvy to engage appropriately to solve problems and navigate situations in which polarization can harm our businesses, workforce and reputations.  

A politically savvy leader possesses a unique set of traits that allow them to navigate complex social dynamics, influence others and achieve organizational goals. Here are the key characteristics of a politically savvy leader: 

  • Social Astuteness
  • Interpersonal Influence
  • Networking Ability
  • Thoughtful Communication
  • Strategic Relationship Management
  • Authenticity and Sincerity
  • Organizational Awareness
  • Commitment to the Business
  • Adaptability
  • Long-term Perspective

Whether you ultimately choose to engage or remain on the sidelines, these traits will put you in a position to make a well-informed decision for your personal and professional brand. However you decide to proceed, you will have weighed the risks to determine a path forward and make the impact you desire in the world.