In moments of scrutiny, controversy, or social impact, organizations are often called upon to clarify where they stand. A well-crafted position statement allows a company or institution to do exactly that—assert its values, explain its reasoning, and build credibility with stakeholders. For PR professionals, writing a clear and confident position statement is a key skill that supports transparency and trust.
What Is a Position Statement?
A position statement is a concise, formal declaration of an organization’s stance on a particular issue, policy, or controversy. It outlines what the organization believes, why it holds that view, and how it intends to act (if applicable). Position statements are often included in press kits, published on websites, or used in response to public inquiries or media interest.
Unlike a press release, which typically shares news, a position statement is designed to clarify opinion—anchored by facts, values, or guiding principles.
When Do Organizations Use Position Statements?
Organizations use position statements to communicate clearly and proactively about issues that matter to their brand, stakeholders, or public image. Common scenarios include:
- Public controversies or political issues that relate to the brand or industry
- Crisis communication, such as workplace misconduct or a product recall
- Social or environmental issues, such as sustainability, equity, or human rights
- Policy changes within the organization that affect employees or partners
- Public debates where silence might be seen as complicity or indifference
Position statements help define an organization’s identity and give leadership a credible, aligned voice during times of pressure or uncertainty.
What Should I Include in a Position Statement?
A strong position statement is clear, direct, and grounded. It typically includes:
- Headline or Subject Line: Clearly state the topic or issue being addressed
- Statement of Position: The organization’s stance, summarized in one or two sentences
- Supporting Rationale: A brief explanation of why the organization holds this position
- Values and Principles: References to company mission, values, or guiding frameworks
- Acknowledgment (if applicable): Recognition of affected parties, concerns, or complexities
- Call to Action or Next Steps (optional): Any intended actions, commitments, or changes
- Tone: Professional, empathetic, and aligned with brand voice
- Attribution: Name and title of the spokesperson (optional, depending on context)
Length varies, but most position statements are 250–400 words—long enough to clarify, short enough to be quotable.
Preparing a Position Statement: Step-by-Step Instructions
Follow these steps to write a thoughtful and effective position statement:
Step 1: Identify the Issue and Stakeholders
Start by clearly defining the issue and identifying who is affected or interested. Consider both external audiences (media, customers, community) and internal ones (employees, leadership).
Step 2: Clarify the Organization’s Stance
Work with decision-makers to determine where the organization stands. Avoid vague or evasive positions—clarity is essential, even if the topic is complex.
Step 3: Write a Direct Opening Line
Lead with your position in a straightforward sentence.
Example: “Brightwave Communications supports expanded parental leave as a matter of workplace equity and family well-being.”
Step 4: Explain the Reasoning
In a few paragraphs, provide context. Reference company values, research, legal frameworks, or real-world impacts that explain why this position is being taken.
Step 5: Acknowledge Sensitivity and Impact
If the issue is emotional or polarizing, show that the organization understands differing views or the seriousness of the moment. A respectful tone builds credibility.
Step 6: Outline Intended Action (If Applicable)
If the position involves a policy change, investment, or initiative, state what the organization will do next. This shows commitment and accountability.
Step 7: Review for Consistency and Approval
Ensure the statement reflects the organization’s broader communication strategy and values. Secure approval from legal, executive, or HR teams if needed.
Real-world Examples of Position Statements
Below are 10 real-world position statements with both the actual quoted excerpt and context for when and why they were issued.
Mars, Incorporated – Net‑Zero 2050 Roadmap
Statement (quoted):
“Mars will cut carbon in half – or by roughly 15 million metric tons – by 2030 across full value chain and will continue investing in climate action … to achieve net‑zero greenhouse gas (GHG) emissions across its full value chain by 2050.” (prnewswire.com)
Context:
Announced in October 2021 and reaffirmed in 2023 as part of Mars’s “Accelerated, Affordable and Achievable Net-Zero Roadmap,” this statement answered growing stakeholder concerns about sustainability within the food and agriculture industry. (prnewswire.com)
Amgen – Carbon Neutrality by 2027
Statement (quoted):
“Amgen’s latest environmental sustainability goals include a target of achieving carbon neutrality in our operations by 2027.” (amgen.com)
Context:
Announced in January 2021, this statement signals Amgen’s commitment to reduce its environmental impact through significant investment in renewable energy and cleaner operations—aligning with investor ESG expectations. (amgen.com)
Danske Bank – Position on Fossil Fuels and Climate Change
Statement (quoted):
“Particularly governed by our Position Statement on Fossil Fuels, which stipulates that we will not offer long-term financing to any oil and gas exploration and production company that does not set a credible transition plan in line with the Paris Agreement.” (danskebank.com)
Context:
Published in 2023–2024, this statement was issued in response to demands for financial institutions to take responsibility for financed emissions, directly linking lending practices to climate risk management. (ainvest.com)
A clear, principled position statement can protect reputation, demonstrate leadership, and guide public perception in critical moments. In a crowded information landscape, your organization’s stance may not just be noted—it may define how you’re remembered.
*Content on this page was curated and edited by expert humans with the creative assistance of AI.