The recent assassination of Charlie Kirk is a sobering reminder of how quickly political rhetoric can spiral into violence. In moments like this, communities search for steady, credible voices that can cut through the noise. That role often falls — not to politicians or media — but to business leaders. I re-hashed an old op-ed last week, but had a few more thoughts about it I wanted to share.

Year after year, the Edelman Trust Barometer shows that business leaders — particularly small and family-owned business leaders — remain among the most trusted figures in society. While confidence in government and media has eroded, executives and employers are consistently seen as part of the “sane middle” … credible, pragmatic, and motivated by the good of their communities, not by political theater.

But here’s the danger: if you only speak up during a crisis, your voice risks sounding reactive, opportunistic, or even self-serving. The most effective community leaders build trust before tragedy strikes. The Charlie Kirk assassination is a crisis, but we need to continue pushing a rational and sober message for our local communities, even if we can’t impact the national messaging.

How to be a constant voice for good:

  • Show Up Consistently: Engage in civic conversations during calm times, not just turbulent ones. Trust is earned through presence, not press releases.
  • Model Civility: Strong advocacy doesn’t require harsh rhetoric. Demonstrate that it’s possible to advance interests while respecting the other side.
  • Bridge Divides: Bring people together around shared values: safety, stability, prosperity. Even in polarized times, these themes resonate.
  • Invest in Relationships: Officials, nonprofits, and community leaders should know your name before a crisis hits. Strong networks create resilience.

Moments of crisis remind us how fragile the public square can be. But they also highlight the unique responsibility business and community leaders carry: to keep the civic temperature steady and to remind their communities that common ground still exists. Don’t wait for the next crisis. Earn the trust today that you and your community will need tomorrow.