Insights

November 4, 2024

Conversations have been underway for companies to align on their approach to election communications. When do we need to say something? What should we say and to whom? 

As Kara Swisher put it last week at the PRovoke Global 2024 Summit, “we have a lot of information but not a lot of facts.”

What’s next: We’ve prepared a practical checklist to review with communications teams and leadership to ensure there is a process in place to monitor and address potential scenarios.

1. Prepare for a period of uncertainty.

On Election Day: 

• Most news organizations and analysts do not expect the presidential election result to be clear for several days – or even weeks. 
• This year, 43 states will allow county officials to pre-process mail-in ballots, which could speed up the vote count on Election Day. However, in some key swing states like Wisconsin and Pennsylvania, mail-in ballots cannot be tallied before polls close.

After Election Day: 

• High tension tied to vote counts, potential litigation and possible dual declarations of victory could lead to protests or political violence. 
• Prioritize internal communications to reassure employees, and provide resources and time off (or flexibility to work from home) to help them navigate unfolding events, as appropriate.
• Evaluate any events or activities that might need to be postponed, such as leadership conferences, media interviews, social media and marketing campaigns. If they don’t need to happen this week, consider pressing pause. 
• Prepare your executives for inevitable questions about the election outcome during media interviews, events and internal forums. 

Once a winner is declared:

When it becomes clear which candidate will take office, bring internal stakeholders back together to discuss policy implications. 

• Business: How will the election impact your business operations? Do you operate in a highly regulated industry? If so, what are the near-term policy shifts to monitor?
• Community: What is the potential impact on the communities where you operate? How will your organization prepare for the new administration’s policies?

2. Refer to this checklist for communications tactics + considerations.

Activate your election plan:

• Monitoring: Kick off monitoring and update leadership on how the communications team will report on election-related events.
• Core response team: Gather key decision makers on whether and how to respond to emerging situations. Use pre-scheduled team check-ins to address key issues, public dialogue and if/when to take action.
• Internal first: Prioritize updates to employees, people leaders and/or employee resource group (ERG) leads. Focus on a communications cascade to reach the entire organization, as appropriate. A tailored approach should be taken to engage global workforces.  
• Media and advertising: Pause proactive media/advertising on Election Day and immediately after, as determined by the core response team.
• Outbound communications: Evaluate outbound newsletters and digital/social content to ensure messages are strategically sound and sensitive to the external environment. 
• External engagement: Stay close to upcoming events or speaking engagements involving your key executives through November. 
• Misinformation response: Be prepared to respond to misinformation and disinformation if it has a clear impact on your business or employees.

3. Leverage a message bank for rapid response. 

Each organization will respond differently to election-related scenarios, but there are a few common threads. Stay focused on your most important key messages:

1. Reassure your stakeholders – especially employees – that you’re looking out for them. Provide opportunities for them to feel heard. 
2. Emphasize respect for all views across the political spectrum, and connect to the organization’s values.
3. Whichever candidate takes office, advocate for common sense policies that support your mission.
4. Be empathetic and acknowledge that the situation is uncomfortable and unsettling for many.

4. “Do” before you say.

In the run-up to the election, few companies have commented publicly. Post-election, most will focus on internal communications – but significant events involving their workforce, business operations and/or shareholders may compel them to make public statements. 

Considering all the tactics covered above, remember: 

• Take care of your people first.
• Evaluate the external environment before engaging publicly.
• Determine the benefits and weigh the risks.

Refer to your current events rubric or other standard criteria to determine who needs to hear from you and whether/when/where to communicate.

• Is the evolving situation relevant to your mission?
• Does it align with or run counter to your core values?
• Would your POV lead to meaningful change?
• Will speaking out externally support your key stakeholders, especially your employees?

Global Gateway Advisors prepares and supports clients navigating current events and emerging business issues.

To discuss your organization’s post-election communications strategy, connect with us on LinkedIn or via our website.