Elections—particularly presidential elections—tend to suck the oxygen out of the media environment, drowning out other stories and monopolizing the attention of almost everyone. For most organizations, that’s enough of a reason to take a careful look at their communications strategies around election day. But, in a year when the term “polarized” doesn’t come close to adequately describing the political discourse, there are added complications and risks for organizations that should be taken into account before they issue any outbound communications. Here are just a few.
Election Day could be more like Election Month. Plan accordingly. The election news cycle is going to be very long. In many states, early voting is already well underway and the intensity and volume of election-related coverage (already at a fever pitch) is going to increase steadily until November 5th.
But it won’t stop then. There’s a strong possibility that Americans will go to bed on election night not knowing which candidate for president has won or which party controls either of the two houses of Congress—and it may not be clear for days or even weeks. So don’t plan to announce major news during that time with the expectation that you’ll get the same level of attention or interest you might get in a more normal news environment. You can always pivot if circumstances permit.
Stay above the fray. People tend to look unfavorably on brands that take sides. A recent survey by Bentley University and Gallup found that just 38% of Americans believe brands should take a public stance on current events. Given the extremely charged emotions around this election, you could risk inciting a public backlash from one side or the other if your communications are seen as celebrating or bemoaning a particular election outcome.
Of course, some brands have already expressed a political preference (and their customers know it). But if yours hasn’t, tread carefully. That said, it’s OK to strike a civic-minded tone and encourage people to exercise their fundamental right (and responsibility) to vote.
It’s not business—or comms—as usual. In this kind of environment, think comprehensively about all of your communications and how they might be interpreted. For instance, take additional time to scrutinize your scheduled social media content as well as automated marketing emails for potentially tone-deaf or ill-timed messages or sentiments. Be prepared to change course quickly or shut off outbound communications entirely if outside events take a negative turn.
If you choose to engage, be constructive. There will, eventually, be a new president and Congress when all is said and done. And in that context, there’s an opportunity for companies to engage in constructive thought leadership communications around the election without taking sides.
You may, for example, want to offer your organization’s perspective and recommendations on policy or regulation to the incoming administration or Congress as they chart their agenda for the coming term. Or you can provide predictions on how your industry will be affected by the policy proposals of the newly elected government. News outlets, trade publications and other media channels (including podcasts) often seek out these perspectives.
While the election is effectively already upon us, there’s still time to refine your communications strategy. With a few tweaks, some forethought and vigilance, you can ensure that your organization doesn’t make an unforced error and get sidetracked by controversy or pulled into a partisan fight.
Kevin Pedraja is a Managing Partner at Voxus PR.