The theme of 2025 so far has been that of uncertainty. Whether this be at an international level with what appears to be the rapid unstitching of the post-World War Two rules-based international order, the growing impact of Artificial Intelligence on the future of work, or at a national level where there still remains uncertainty as to how a national budget will be passed. Everywhere one looks, there is a real sense of insecurity and rapid, often destructive change.

An unstable operating environment presents both opportunities and risks for the private sector. There is sometimes a tendency for businesses to adopt a passive posture when the environment is fast-moving, highly contested, or politically charged. While sometimes not saying anything is the right strategy, more often than not, the best way to manage risk is to use strategic communications to create a more conducive operating environment.

Effective communication can bridge the gap between business, government, and the public. Without it, misinformation can thrive, which in turn can breed more mistrust and instability. This is particularly evident in government policies, where a lack of engagement often results in resistance, protests, or policy failures.

In South Africa’s complex business landscape, companies need to be especially cognisant of the need for effective strategic communications and stakeholder engagement strategies. Companies that ignore their stakeholders – be it customers, employees, investors, or communities – risk reputational damage, loss of market share, and even legal challenges. Moreover, in a time of digital communication, the power of social media and real-time communication simply cannot be ignored.

Misinformation is spreading faster than ever, making it essential for companies to proactively shape narratives or risk having those narratives defined for them. The good news for companies seeking to positively impact the public square is that there are powerful tools to help in this process. A relevant message and the use of data-driven insights can allow for cost-effective and targeted communication strategies that can reach the identified audience in a highly targeted manner.

Ultimately, even in times of growing uncertainty seemingly all around us, there remains enormous scope to manage and mitigate risk by adopting a clear-headed, proactive, and targeted strategic communications and engagement strategy. One thing is for certain – staying silent and keeping your head down will give companies no chance of influencing for the better an increasingly unstable world.

– Paul Boughey
Chief Executive Officer, Resolve Communications