Effective PR Strategies to Achieve Communications Objectives This Election Season
August 21, 2024
By Kacie Escobar, MBA, APR
It’s been three months since most Americans surveyed by Pew Research (62%) reported they were already worn out by coverage of the presidential campaign and candidates. I can’t imagine how they must be feeling now. We’re 11 weeks away from the election in November and news coverage of the presidential race is relentless.
While Vice President Kamala Harris’ entrance into the race in July may have sparked a renewed interest – most of the top 10 trending searches on Google that week were linked to U.S. politics – the interest is likely to wane again before picking back up closer to November 5.
Many communications professionals would advise you to avoid launching new campaigns or initiating media outreach during election season while the media landscape is saturated with political news. It can certainly be cost-prohibitive to compete with political advertisers in the paid media space. However, Pew Research’s study indicates most consumers would welcome news on other topics.
With careful planning and creative thinking, it’s possible to adapt your communications strategy to stand out amidst the election chaos and meet your objectives.
Be aware of key dates
Although most people have grown tired of political news, the elections will inevitably remain top of mind over the next few months, especially around milestone activities. Ballotpedia is a great resource, providing a list of all important dates in the 2024 presidential race. Here are just a few:
- Democratic National Convention: Monday, Aug. 19, through Thursday, Aug. 22
- Presidential Debate: Tuesday, Sept. 10
- General Election: Tuesday, Nov. 5 (Florida early voting period: Oct. 26-Nov. 2)
- Inauguration Day: Monday, Jan. 20, 2025
Generally, to avoid getting lost in the noise, you should avoid pitching media or posting on social media when these events occur. There are a few exceptions, such as pitching a niche reporter or media outlet, or legally required disclosure (i.e., public company filings).
Lean into feel-good storytelling
Stories about people and organizations doing good work in the community may provide a welcome relief from the heavy, often negative, political news. Some media outlets are leaning into this concept. For example, Spectrum News 13’s “Feel Good Friday” stories are designed to uplift and “bring a smile and make you feel good when you see them.”
If your brand doesn’t naturally lend itself toward this story angle, consider partnering with your community engagement or social responsibility team to brainstorm possible story ideas. You could also search internally for individuals within your organization who are doing great things outside the office. Spotlighting their altruism, whether it’s in media coverage or an article on your company blog, could bolster your reputation for employing good people and maintaining a positive culture.
Know your audience
The first question we ask in developing any strategic plan is: Who do you want to reach? There is no one-size-fits-all approach to communications. The message that resonates with one person may not resonate with another. Understanding your audience’s political leanings and appetite for news is part of this equation, and it will change drastically depending on who you speak with. The messages you send and the methods you use to communicate should also change depending on the intended recipient. While some audiences may be more open to communications about non-political topics, others may find your outreach to be tone-deaf.
There are several ways to conduct this research, such as reviewing trending topics on social media and Google searches (you can explore searches by region or timeframe here), reading the comments on social media posts related to your story ideas, and monitoring email open rates and links clicked. You could also review third-party data like the Pew Research study, or take a more direct approach like issuing a survey or hosting an informal focus group.
Remember journalists are people, too
Journalists are more than just gatekeepers relaying information to our target audiences. They are people, too.
This isn’t meant to be patronizing; the unfortunate reality is many public relations professionals fail to consider how a journalist might react to the timing or content of their pitch and focus solely on promoting the story they want audiences to read. Even if a journalist isn’t writing political news, they’re probably following the headlines as closely as you are and experiencing many of the same emotions. Keep this in mind as you develop media relations strategies and be kind when you pitch.
Strategize when things are slow
If you’ve determined that now is not the right time to launch a new communications campaign or initiative, use the downtime to strategize. This field is so fast paced that we rarely have time to slow down and think deeply about our plans. This time may be a gift in disguise that you can use to identify creative story angles, engage new stakeholders or explore how to transform your content for a new medium. The preparation will pay off when media attention eventually shifts back to broader topics and it’s “go time” for your campaign.
Set realistic expectations
Despite your best efforts, a saturated media landscape will make it more difficult to achieve your desired results. Connect with leaders to set goals for what you can realistically achieve during this time. Prioritize the most important initiatives and concentrate your resources there.
If a story isn’t newsworthy, be candid with your team and collaborate on finding a better angle. This honesty will help strengthen your relationships internally and with media, and will ultimately lead to better outcomes.
Don’t be discouraged if you see a drop in news coverage or social media engagement through the end of the year – things will pick back up again next spring as the dust settles. Remember that this is just a phase, and the media landscape will shift again soon (fingers crossed!).
In conclusion, navigating the chaotic media environment of an election season demands strategic thinking and adaptability. While it may be tempting to hold off on launching new campaigns or media outreach during this time, it’s not impossible to achieve your communications goals. With a clear understanding of key dates, a focus on feel-good storytelling and a keen awareness of your audience, you can still make your voice heard amidst the political noise.
