Why staying true to your values has never been more important

Holding your values close to you during times of crisis will help you make the right decisions while taking care of the future too, writes Andrea Sexton. 

Values guide decision-making, a sense of what’s important and what’s right.  A company’s values should never change as they are the foundation that will remain in ten, 20 or even 100 years from now.  

They are the uncompromising core principles by which a company is willing to live and die.

Rules of the game

Your values should be clearly displayed in your place of work. And now that many of us are based remotely, it’s important that the culture you set - wherever you’re working - reflects these values. Live by them. Share them with your colleagues. 

At the moment, I'm talking with many clients about stepping back slightly, not making snap judgments but allowing space and headroom. This enables good decisions. 

Many businesses want to continue marketing, and need a message that’s in line with their values yet also appropriate for the global crisis we’re in. 

Often businesses are tempted to run a campaign that doesn’t align with their customer base or their culture. Such campaigns can do more harm than good. 

My tips:

  1. Surround yourself with the people that enhance and inspire you. Now more than ever, you need your tribe around you.
  2. Take time to remind yourself and your staff of your company values. Then share your thoughts about how to keep your culture during this time when you can’t be together physically.

3. Think of the long term. We’re currently in a crisis, but it will pass. What you do, how you act and what you say now will affect your business in six to eight months’ time.

About the author: Gloucestershire based PR and marketing consultant Andrea Sexton has 15 years’ experience in the sports sector.