As firms are increasingly asked to make open expressions of their views on social issues, what should companies consider when and if they choose to make a statement?

One of the more challenging shifts of recent decades for businesses is the new pressure to publicly comment on social issues and events. From LGBTQ equality to Black Lives Matter, pay equity, reproductive rights, and even international war, companies no longer have the privilege of staying silent.

Indeed, taking or failing to take public stances on sensitive issues can have a dramatic impact on a firm’s ability to do business, manage its reputation, and even recruit future talent. According to Linke....