Elections—significantly presidential elections—are likely to suck the oxygen out of the media surroundings, drowning out different tales and monopolizing the eye of just about everybody. For many organizations, that’s sufficient of a cause to take a cautious take a look at their communications methods round election day. However, in a 12 months when the time period “polarized” doesn’t come near adequately describing the political discourse, there are added problems and dangers for organizations that ought to be taken into consideration earlier than they difficulty any outbound communications. Listed here are only a few.
Election Day might be extra like Election Month. Plan accordingly. The election information cycle goes to be very lengthy. In lots of states, early voting is already properly underway and the depth and quantity of election-related protection (already at a fever pitch) goes to extend steadily till November fifth.
But it surely received’t cease then. There’s a powerful chance that Individuals will go to mattress on election evening not figuring out which candidate for president has received or which celebration controls both of the 2 homes of Congress—and it might not be clear for days and even weeks. So don’t plan to announce main information throughout that point with the expectation that you simply’ll get the identical degree of consideration or curiosity you would possibly get in a extra regular information surroundings. You’ll be able to at all times pivot if circumstances allow.
Keep above the fray. Individuals are likely to look unfavorably on manufacturers that take sides. A latest survey by Bentley College and Gallup discovered that simply 38% of Individuals imagine manufacturers ought to take a public stance on present occasions. Given the extraordinarily charged feelings round this election, you can threat inciting a public backlash from one aspect or the opposite in case your communications are seen as celebrating or bemoaning a selected election final result.
After all, some manufacturers have already expressed a political desire (and their clients realize it). But when yours hasn’t, tread rigorously. That stated, it’s OK to strike a civic-minded tone and encourage individuals to train their basic proper (and duty) to vote.
It’s not enterprise—or comms—as typical. In this type of surroundings, assume comprehensively about all of your communications and the way they could be interpreted. As an example, take further time to scrutinize your scheduled social media content material in addition to automated advertising emails for probably tone-deaf or ill-timed messages or sentiments. Be ready to vary course shortly or shut off outbound communications totally if outdoors occasions take a damaging flip.
In the event you select to have interaction, be constructive. There’ll, ultimately, be a brand new president and Congress when all is claimed and executed. And in that context, there’s a possibility for firms to have interaction in constructive thought management communications across the election with out taking sides.
Chances are you’ll, for instance, need to provide your group’s perspective and suggestions on coverage or regulation to the incoming administration or Congress as they chart their agenda for the approaching time period. Or you may present predictions on how your business can be affected by the coverage proposals of the newly elected authorities. Information retailers, commerce publications and different media channels (together with podcasts) typically hunt down these views.
Whereas the election is successfully already upon us, there’s nonetheless time to refine your communications technique. With just a few tweaks, some forethought and vigilance, you may make sure that your group doesn’t make an unforced error and get sidetracked by controversy or pulled right into a partisan combat.
Kevin Pedraja is a Managing Associate at VoxusPR.
