Regardless of who wins the Presidential election Nov. 2, "the 2004 election" news event will be over on Nov. 3 (let's hope). What does that mean to communications
professionals and how do we now prepare for the results?
As communications professionals we should have two considerations. One, how does who wins affect your issues and two, what lessons can be learned from the campaigns? Let's
start with the lessons learned from the campaigns and end with how to prepare for Nov. 3 based on a Bush or Kerry victory.
Of course, there will be a relatively long period of post-election punditry, but there also will be more space for non-election news soon after Nov. 2. Consider how much
time the election consumes now and then think about how that vacuum must be filled once it's over.
However, the 2004 election will probably have a lasting influence on how people get -- and digest -- their news.
This is the first election where Web sites and e-mail communications played a serious role within the news distribution and campaigning process. And the blogosphere is not
some internet phase that will end with the election. You have to ask yourself what will the hundreds of thousands of people currently blogging away about the election topics du
jour cover post-election?
The role of third parties in this election -- Swift Boat Captains for Truth, America Coming Together -- also has been critical in framing the debate and spreading the message
(or mud). The lesson learned from this communications strategy is clear: having multiple credible (and not so credible) voices spread and repeat your message--and say the things
you can't--can be critical to success. Many business groups have been slow to understand this. They neglect looking to third parties as potential supporters or attack dogs in
support of their message.
How you prepare for a Bush victory versus a Kerry victory largely depends on your unique issues.
Some may think, if Bush wins aren't things going to be a continuation of the current administration? Putting Kerry campaign slogans aside, from a PR perspective a Bush
victory will not mean 100% "more of the same." As a second-term president, Bush may have to appoint new cabinet members, deal with a new Congress and create a new set of
legislative and foreign policy agenda items.
If Kerry wins, his administration will have a different set of legislative and foreign policy priorities than Bush. You should consider how a Kerry win might affect your
communications strategy for influencing decision makers inside the Beltway.
Since we don't have a crystal ball, my recommendation is to prepare two plans for the first 100 days after the election.
Plan A: Bush Victory
Bush would likely consider more pro-business and education related legislation. While business groups lined up during his first term, for most it didn't work out because of
9/11 and the Iraq war. With a second term, they may get their chance. There will be stiff competition, as industries lines up for their legislative agendas. But, Congress cannot
fix every industry's issues all at once and you'll need to find ways to get your issue on the radar screen.
Plan B: Kerry Victory
A Kerry victory will likely mean that you will need to change the way you talk (and who talks) about your issue in Washington.
The Kerry campaign has deployed quite a bit of rhetoric about corporate tax giveaways and special business interests and will not want to appear too business-friendly.
Here are some other questions and ideas for consideration for Plan A and Plan B:
Create talking points about your issue, one for Plan A and one for Plan B.
Create an e-newsletter and/or print newsletter for Plan A and for Plan B that describes what the outcome of the election means for your issue, what you plan to do in the next
100 days, and how your stakeholders can help. Have it ready for distribution to your stakeholders the day after the election. In both messages you want to be upbeat and claim
victory but remind your stakeholders there is still much to be done.
Talk to reporters about why the election's outcome is good for your client/company based on Plan A and Plan B - find a post-election story angle to pitch reporters on Nov 3.
Contact: Mark Reilly is Assistant Vice President of Issue Dynamics Inc. (http://www.idi.net). He can be reached at 202.263.2932, [email protected].