For months, we’ve seen heated discussions on how each presidential candidate may impact the economy, industries and businesses.
We were curious how such a polarized election had factored into organizations’ communications plans, so we polled over 270 communicators on the topic. We found most had decided to stay quiet.
However, news coverage and conversations are unlikely to end just because the election is over.
Now, the spotlight will turn toward changes being set into motion by the incoming administration. From tax cuts and tariffs to regulation (such as the potentially significant shifts in food regulation and implications to Big Tech under President-elect Donald Trump's pick for FCC commissioner), these changes will impact corporate America, and some industries more than others.
So, companies must decide — yet again — how to handle communications around these issues.
PR-Election Plans & PR Confidence
In our survey, just 33% of respondents said their company made a strategic decision to address political issues and potential regulatory changes externally, and 66% said they planned to continue marketing communications “as normal” amid increasing election noise.
While remaining apolitical can be a sound strategy (both amid a heated election cycle and outcome), only 59% of respondents said they believed their company was taking the right approach. Other opinions included:
- One in every 5 (21%) thought their company should be communicating more about the election.
- 38% believed they should be communicating more about regulatory changes that could impact their customers and industry.
Post-Election PR Strategy
With this news cycle far from over — and likely spikes as plans turn into actions and people, businesses and entire industries work to adapt — companies still need a (post-) election PR strategy. This is particularly true if they're in an industry with significant anticipated changes.
Advocacy necessities and public affairs strategies aside, there is much for companies to weigh in their post-election PR. Additional findings from our 2024 Election Communications survey pointed to considerations including:
Few companies prepared. Just 19% said they had created formal messaging on how policy/regulatory changes would impact their industry. Only 28% said they felt prepared if a customer asks their POV on this, and even fewer (23%) said they felt prepared if a reporter asks.
Additionally, 40% said they did not do any strategic planning with company leadership specific to election communications.
Thought leadership qualms. Pre-election, only 33% of communicators said their company made the decision to address potential election impacts to their industry. However, chances of being asked for expertise by customers and press may be even greater as the incoming government's agenda takes shape.
Sharing nonpartisan expertise is a real opportunity to be weighed for companies with audiences facing legislative and regulatory change. Those audiences are likely seeking expertise and insights around how they'll need to adapt.
And even if a company plans to keep its head down, it's smart to be ready in case they are directly asked for POV. 30% reported they already had been, pre-election.
Employers treading lightly. While 40% of respondents said employees were distracted due to the election and 32% reported that heated debates had occurred at work, fewer than half (47%) said their company was communicating policies on interacting with colleagues. Only 32% said they were communicating policies on posting on social media, and just 19% planned to/were providing opportunities or resources for employees to talk about how they are feeling — a possible employee engagement opportunity.
Executives staying quiet; communicators keeping eyes open. 54% reported they were increasing how closely they monitor company executives’ social media activity due to potential backlash, even though only 24% said their executives would/had commented on possible regulatory changes and only 9% said executives had backed a candidate publicly.
When it comes to geopolitical, socioeconomic or cultural events, communications should be part of a well-informed strategy. For some companies, it’s a missed opportunity to not engage on the potential impact of policy, regulatory or political changes — we’ve recently helped clients do so successfully in the hospitality, employment and education industries. For others, it’s a third rail that is sure to polarize audiences.
If you could benefit from support on this, get in touch here or at connect@shiftcomm.com.
Survey methodology: SHIFT surveyed 273 marketing, communications and PR professionals using Pollfish, an online insights platform. Respondents were aged 18+, currently employed and reported that they support or make decisions about internal and external communications. The survey was completed in October 2024.
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