Unless you live under a rock (in which case, can I join you?), you know that this year’s U.S. presidential election will continue to take up most of the media’s attention until the inauguration. The political fervor is palpable, and the airwaves are saturated with campaign messages, debates and election-related news. But life and business go on. As a communications professional, you might find it challenging to cut through the noise and get your message heard. How can you navigate the roiling communications seas when all seems…overboard? Here are five essential tips to help you steer your ship during this tumultuous time:
1. Don’t Launch a Product/Service in Fall if You Can Help It
Launching a new product or service is always a significant undertaking, requiring meticulous planning, ample resources and strategic timing. However, during an election season, especially one as intense as a U.S. presidential election, timing is everything. The fall is particularly fraught with political events, debates, and media coverage that can overshadow even the most exciting product launches.
It’ll be difficult enough to keep the communications outreach going – adding anything new to the mix is rough. Imagine trying to garner attention for your new product while the news cycle is dominated by election updates, candidate indiscretions and policy announcements. Your message is likely to get lost in the flood of political content.
Instead, focus on maintaining and reinforcing your current offerings. Use this time to strengthen relationships with your existing customer base and refine your messaging for when the media frenzy subsides. If a fall launch is unavoidable, consider leveraging niche markets and targeted outreach to minimize the impact of the election noise.
2. Understand Your Outreach and Digital Buys Will Be Impacted by Breaking News
Look for lulls in the conversation. Monitor media daily. Find your break and go for it. Timing is critical. In the immortal words of Ross Geller, “pivot!” Have contingency plans in place for your outreach and digital buys. Flexibility is your best F.R.I.E.N.D. in this scenario…see what I did there?
Invest in media monitoring tools that can help you track news trends and identify opportune moments for your campaigns. Remember to maintain open lines of communication with your media partners to quickly adjust your buys and placements as needed. By staying agile and responsive, you can seize the right moments to make your message heard amidst the political clamor.
3. Be “Something Else”
Even the media gets sick and tired of the constant drumbeat of political news. The relentless focus on elections can lead to news fatigue among audiences, who may start seeking alternative content for relief. This presents an opportunity for your organization to stand out by offering “something else.”
Is that you? Be different – good news, funny news, quirky news…is the break in the monotony. Create content that provides a refreshing contrast to the prevailing political narratives. Positive stories, heartwarming news, and engaging human-interest pieces can capture the attention of an audience weary of election coverage.
Highlight stories of community impact, employee achievements or innovative projects. Use humor and creativity to make your content something people will remember. Visual storytelling through videos and compelling images can also help your message resonate with your audience. By positioning your brand as a source of respite and positivity, you can build a loyal audience eager for your unique perspective.
4. Be Switzerland
In a highly polarized political climate, neutrality can be a strategic asset for your organization. Everyone has an opinion but use company platforms to comment on issues relevant to your organization – not who wins or loses. Taking sides in political debates can alienate portions of your audience or employee base and distract from your core message. If your company is a major donor to a political race, that information is publicly available. Transparency is essential; be clear about your organization’s stance on relevant issues without getting into partisan politics. It’s convenient to have written statements available for reactive media relations. Prepare responses that articulate your organization’s values and commitments in a way that aligns with your brand identity.
If your company supports sustainability initiatives, focus on discussing environmental policies rather than endorsing specific candidates. By maintaining a balanced and issue-focused approach, you can engage in meaningful conversations without alienating your audience.
5. Support Your Local Nonprofits
Many will use their donation dollars politically rather than locally this year, and that hurts grassroots organizations. The redirection of funds toward political campaigns can leave local nonprofits struggling to meet their financial needs. As a socially responsible and mission-driven organization, it’s crucial to support the nonprofits doing important work in your area.
Don’t forget to support the nonprofits doing important work in your area. Highlight their efforts through your communications channels, and encourage your audience to contribute to these causes. Partner with local nonprofits for joint initiatives that align with your brand values. Not only does this demonstrate corporate social responsibility, but it also strengthens community ties and enhances your organization’s reputation.
Consider launching volunteer programs to support these organizations. Share stories of impact and success via social media, company intranets, and newsletters to inspire others to get involved. By championing local nonprofits, you can make a tangible difference in your community while fostering goodwill and loyalty among your allies.
Final Thoughts
Navigating the communications landscape during an election season can be intimidating, but with the right strategies, you can make your message heard. Stay adaptable, focus on uplifting and one-of-a-kind content, remain neutral on political candidates when and where possible, and always remember to support local nonprofits. By doing so, you’ll not only weather the storm but also emerge stronger and more resilient.
AND MOST IMPORTANTLY…
VOTE! Encourage your peers and others around you to vote, too! Civic engagement is imperative, and your organization can play a role in promoting informed participation.
The election season is a challenging time for communicators, but it also offers valuable opportunities to connect with your audience. By following these tips, you can navigate the roiling communications seas with confidence and ensure that your message is heard and remembered.