How often have you heard recently a variation on ‘This will be the most important election of our lifetime’?
Indeed, the elements are present:
- a pandemic is ravaging a divided country’s health and economy
- social justice is in the spotlight to an extent rarely seen previously
As such, most indicators point to a significant election. Yet, weeks before this momentous event, 20 percent of eligible voters are not registered.
Despite a well-educated citizenry, the end of several racial barriers to voting and relatively easy voter registration procedures, the US has one of the lowest voting rates in the world, according to Thomas Patterson, a Harvard professor whose speciality is elections. Just 60 percent of US voters participated in 2016.
Turnout Issues and Voter Trust
Add the fear of contracting COVID-19 to the country’s historically low turnout and you have trouble.
In addition, trust in voting is at an all-time low. Just 29 percent of Americans believe “the elections will be run in an honest and open way,” says a new survey of 2,199 adults from the Public Affairs Council. The concerns run across party lines:
- 45 percent of Republicans say they are concerned about honesty, openness or both
- 61 percent of Democrats say so
- 51 of independents echo these concerns
Doug Pinkham, the Council’s president says, “The question is whether these concerns produce record turnout or discourage infrequent voters from casting their ballots.”
Clearly, though, there’s an information gap. Beyond residents of the 12 states that permit voters to register at the polls on Election Day, Harvard’s Patterson argues almost no voter–except political junkies–knows when voter registration closes in her/his state.
In most states, it’s two weeks before the election. In others, though, it’s four. Earlier in the country’s history, several states closed registration one year prior to elections.
Demand Exists
In all, these factors leave a gap for companies and organizations to fill. They’re doing so with gusto, demonstrating the breadth and creativity of PR.
Various groups are keying in on portions of that gap. For example:
Youth:
Brands and organizations whose audience skews young are emphasizing that nearly half of 18-29-year-olds didn’t vote in 2016.
Women:
Brands and groups that target women cite statistics from Women Voters USA (WVUSA) that claim more than 38 million women—some one-third of eligible female voters—failed to register in 2016.
Women also represent more than 50 percent of chronically disengaged voters, it adds. To raise awareness, Detroit’s Jackets for Jobs, which provides donated clothing for job interviews, partnered with Smart and Sexy Lingerie and WVUSA to distribute 500 pair of voter-themed lingerie Sept. 30. Messages printed strategically on the lingerie included Grab Your Future By The Ballots, Vote
Ethnicity:
There’s a diversity element, too. WVUSA says Asian American and Latina voters cast ballots half as often as white and Black women. In addition, while Latinx compose the largest nonwhite group of eligible voters (32 million), not quite half (14.6 million) are expected to vote, according to the National Association of Elected and Appointed Officials.
Another factor this year, says Ronald Estrada, SVP and head of government relations and CSR at Univision Communications, is the pandemic’s disproportionate influence on Latinos.
“Higher percentages of our community,” he says, “have themselves or have had members of their family lose their jobs or had their wages or salaries cut.”
In addition, Estrada points to research showing 26 percent of Latinx believe they will lose their jobs in the next few months, compared to just 17 percent for non-Hispanics.
“For these reasons, and so many more, it is critical for our community to vote and have their voices heard on local, state and federal issues,” Estrada says.
Univision’s response, #VotaConmigo, is a multi-pronged effort that includes content for its television, radio and digital platforms. The emphasis, he says, is “a step-by-step guide” to the electoral process.
In addition to deploying QR codes to ensure direct access to information, Univision launched a vote-by-mail interactive tool. It's designed to help those unfamiliar with voting.
Action Taken
The committee that coordinates National Voter Registration Day, the fourth Tuesday of September, boasted “thousands” of brands and organizations joined its effort this year. Aflac, Lyft, Uber and Walmart were official partners.
Numerous other groups are involved in get-out-the-vote efforts and related activities:
* APCO Worldwide, based in DC, was one of the first PR firms to enter the arena. It announced a Day on US for Nov. 3.
Besides encouraging employee voting, APCO wants staff involvement in nonpartisan activities throughout election season. The goal is “to advance informed, purposeful civic participation during and beyond election years” through voter registration and provide “impartial informational resources” that amplify the voices of APCO staff.
In addition, APCO launched adVOcaTE, a series of internal and external education and engagement efforts to help employees “prepare to cast purposeful votes, share their voices and continue their efforts fighting for what they believe in, during and beyond election year.”
* US employees of W2O, the healthcare-based agency, will have a day off Nov. 3. In a Sept. 18 post, CEO/founder Jim Weiss called the move “health citizenship.” Health, he wrote, “is directly connected to...what happens at the polls....”
Moreover, he linked voting to listening. “As a country, we see and hear what our citizens need and want through their actions and voices, and even more clearly when everyone votes.”
* GIPHY, the GIF-making app, unveiled an Animate the Vote channel, a compilation of content that encourages voting on National Voter Registration Day.
* Though Facebook has absorbed heavy shots for its pre-election content policy–"Facebook remains the world’s most powerful delivery system for lies, propaganda, and conspiracy theories,” a Washington Post op ed says–and media reports argue the platform could be even more dangerous post-election, it’s hard to fault its get-out-the-vote and poll worker pushes.
Facebook and Voting
In a Sept. 29 post, Mark Zuckerberg wrote the platform helped 100,000 people become poll workers. Owing to concerns about the pandemic, demand for poll workers is high. Nearly 2 million people looked at Facebook’s appeal for poll workers, Zuckerberg wrote.
In addition, earlier last month, Facebook said it was more than halfway to its goal of registering 4 million voters. As of Sept. 22, the social behemoth estimated it has encouraged 2.5 million eligible voters to get on the rolls via Facebook, Instagram and Messenger. Perhaps anticipating pre-election heat, in June Facebook announced its voter registration goal.
Clever
Some campaigns were particularly creative. The restaurant chain Chipotle promoted its voting effort with a limited edition t-shirt. The front of the shirt read “Chi-VOTE-le” and a QR code was on a sleeve. When scanned with a mobile phone, the code leads the scanner to the site of Democracy Works. This a nonpartisan, nonprofit organization that aims to make voting “a simple experience.”
The shirt’s price was $11.03 (as in the date of Election Day). They sold out rapidly.
* On Sept. 29, the day of the presidential debate, Pernod Ricard, maker of Absolut Vodka, debuted a get-out-the-vote push. Among its slogans: “Vote First, Drink Second,” “Your Vote Can Shake or Stir the Election,” “Save Your Drink for After the Vote” and “Drinking Can Wait. Your Vote Can’t.”
“About half of eligible voters didn’t participate in the presidential elections” during the past four decades, Pamela Forbus, CMO, Pernod Ricard USA, said.
In a clever mix of politics and alcohol, she added, “We’d never tell anyone whom to vote for, but if we can inspire Americans to get out and vote–and if they wish to, responsibly enjoy an Absolut cocktail after their ballot has been cast–we will advance our goal of creating a better blended society.”
* One of the biggest efforts comes from Oprah Winfrey’s cable network, OWN. As part of “Own Your Vote,” it launched a six-part animated series, “Sincerely, Camille,” on its digital platforms. A hybrid of comedy and drama, it follows three 20-30-ish Black women as they navigate life. Seamlessly inserted into the witty dialogue are serious messages about voting and racism.
Why It Matters
At a time when it’s clear that some consumers, particularly millennials, expect brands to act on social issues, it’s not difficult to see why get-out-the-vote campaigns are huge.
“When we all vote, we ensure that our government is of, by and for the people,” says Kelly Williamson, APCO North America’s president. “Get-out-the-vote efforts help mobilize our communities and bring us one step closer to a truly representative democracy.”
Alex Slater, founder & chief strategy officer at DC-based Clyde Group, says, “The results of the 2016 presidential election were very much dictated not by who voted, but rather by who stayed home.” At this point in 2020, with candidates so well defined and few undecided voters, “it’s less a question of persuasion and more one of action–getting your voters out to the polls.”
That’s where brands with large consumer bases come in, says Marisa Long, EVP, Inspire PR Group. “They can push out voter information and reach a lot of voters,”she says.
Slater agrees and mentions direct-action options. “Whether it’s Instagram helping users register to vote or Uber offering free rides to polling places on Election Day.”
While nearly all brands and organizations say their effort is non-partisan, not everyone is convinced. “Corporations are political entities, and we should not assume that platform voter registration campaigns are being done with only public good in mind and aren’t also strategic,” Syracuse University professor Jennifer Grygiel tells USA Today.
For example, Chipotle’s effort might draw more younger voters, while Facebook likely attracts an older demo. These clearly could have political consequences.
Patagonia breaks the mold. Its push, “Vote the Assholes Out,” is a thinly veiled effort to “vote climate deniers out of office.” It notes, though, that’s a bipartisan undertaking.
Endorse a Candidate?
It is little surprise that mainstream communicators are considering going beyond get-out-the-vote and are at least considering a move to endorse candidates.
“It depends,” says Williamson of APCO. She urges brands that don’t typically engage in political and policy issues to be wary of endorsing. Such support, she says, "may seem self-serving.”
Yet, when a brand’s mission and values strongly align with a candidate, “there may be an opportunity to provide an authentic and meaningful endorsement that’s beneficial” to both, she says.
For Slater, the rules changed late last month. In the past, he advised companies skip partisan endorsements. “I think we’re past that point,” he says. “When a presidential candidate refuses to denounce white supremacy that threatens the very democracy in which all companies currently operate, it’s going to be harder for brands to stay on the political sidelines.”
He points to Salesforce, which has withdrawn from states that suppress its employees’ rights and Visa using lobbyists to counsel politicians on racial sensitivities.
Inspire’s Long remains undecided on endorsing. She admits, though, research asserting that consumers want organizations to positively influence society, not just make money, is compelling.
“It’s getting harder for today’s brands to remain quiet on political issues,” she concedes. Still, "that doesn’t necessarily translate to a political endorsement.” She notes, though, 77 percent of consumers in a Cone and Porter Novelli study say they feel more emotionally connected to purpose- and value-driven companies.
“It’s important for brands to listen to their customers and be consistent while staying true to their values,” she says.
What Happens Nov. 3?
With some signs pointing to Election Day being inconclusive, brands should prepare for an uncertain business climate and appropriate messaging.
“In the face of uncertainty,” Williamson says, “brands should plan for potential impacts on their businesses." More than that, she sees "pressure from consumers and employees" using "their influence to respond in significant ways.”
Slater agrees.“Everyone, brands especially, should be planning for post-election uncertainty.” They could face a choice, he says: keep silent or advocate in favor of a measured, orderly process. “Corporate America could make a major difference. Political silence by brands in the face of anti-democratic behavior is complicity. Customers won’t forget that.”
Adds Long, “Companies should put plans in place now for both scenarios (a Democrat or Republican victory)." With several plans, business can anticipate what a victory from either party will mean for commerce. She adds, “As long as the brand continues to push forward with its values, it should be able to navigate a period of uncertainty if that were to occur.”
Misinformation’s Role
Readying for Nov. 3 uncertainty, Kaylin Trychon, VP, Rokk Solutions, urges communicators to ensure brands now are “as honest, transparent and hopeful as possible.” If the past is prologue, she says, there might be a lot of misinformation floating around after the election. “I would not advise brands to offer congratulations until results are confirmed.”
Companies “should also refrain from weighing in on election results processes, unless they have specific knowledge or involvement in it.” The better route, she says, is to defer all inquiries to the Federal Election Commission.
Trychon doesn’t like what she sees now. “Brands should be on alert, monitoring for misinformation or false information...about them.” Bad actors, she says, “have started to target brands in addition to campaigns in their effort to spread disinformation and misinformation.” This could significantly hurt bottom lines and reputations.