Navigating Your Brand’s Communications Strategy During an Election Year

Apr 6, 2016 | Digital

Stand Out During One of the Most Important Times in the Democratic Process

Election Day is upon us and the media landscape is overrun with political ads. As if it wasn’t difficult enough for brands to stand out in today’s competitive world, creating a communications strategy during an election year is exponentially more difficult.

While getting the attention of online consumers during this election cycle may be a more arduous task, it is essential to have a cohesive and consistent communications, content and brand strategy to reach your target audiences.

Consumers are More Likely to Support Brands That Take a Stance

Gone are the days where it was taboo for brands to talk about politics and other hot-button issues. In 2019, 70% of consumers said it was important for brands to take public stances on issues that affect the country.

“As the country grapples with the changing ideological landscapes, it is necessary for companies to create a content strategy that establishes exactly where they stand on such issues,” said Rick Dunlap, Public Relations Account Director at Gavin. “Or they run the risk of losing customers for not speaking out.”

Be Genuine and Authentic in Your Communications Strategy

An organization’s brand strategy and reputation can take a significant negative hit if it simply takes a stand to raise its profile. Consumers care about the authenticity of organizations in their brand messaging and will publicly criticize or even boycott brands they view as not being genuine.

For example, NFL Commissioner Roger Goodell faced backlash from player Michael Bennett when Goodell tried to convey the NFL’s intentions to support its black athletes amid the global Black Lives Matter protests. This was widely panned as disingenuous after former NFL quarterback Colin Kaepernick was effectively banned by the league. He was viewed as a civil rights activist for kneeling in protest of police brutality and racial inequality.

The importance of authenticity in a communications strategy has become vital to organizations as consumers are leveraging more social platforms to criticize brand messaging. Your messaging and communications strategy must be true to who you are, what values your organization holds and the actions that you take. When you deliver authentic and engaging content to your audience, you will be rewarded with their attention and support.

Don’t Be a Bystander in the Political Process

As the election draws closer, we know campaign messaging will dominate the news cycle and it will become increasingly difficult for your brand to implement a communications strategy in the typhoon of political news. It can be challenging to continue creating social media content that helps you stand out, but it is important to be proactive in your communications to your target audiences as it will pay dividends after the election.

In addition to creating organic social content, you can supplement your outreach by drafting press releases and submitting op-eds to showcase company news and expertise on industry topics. You can also increase your online presence through digital ads and boosted content that specifically reaches your target audiences.

Implementing these tactics will enhance your communications strategy and ensure that your message is delivered effectively to its intended audience in a world cluttered with information and misinformation.

Evolve the way you influence and let Gavin help you navigate the uncertainty in the world. Contact our team today.