Election Season: 5 Things to Watch Out for as Your Audience Follows Candidates – and Your Brand

Here’s a crazy stat to consider: “By the end of December over 2 billion voters across more than 60 countries – around a quarter of our planet’s total population – will have gone to the polls.”?

People are not only listening to and watching their favorite candidates, but they are also listening to and looking at the actions of their favorite brands.?

In the U.S., with election rhetoric heating up all media channels—from traditional/mainstream to TikTok—brands must be extra cautious in engaging with political opinions and pay closer attention to the timing of planned messaging and promotions.?

While authenticity is a key factor in brand communications during non-election years, the need to focus on authenticity and accuracy is heightened during election season. Brands that take sides on a particular issue but are unprepared for any backlash can suffer reputationally and even see sales decline.?

Here are five quick election season watchouts to keep in mind:?

• Listen diligently and monitor channels closely. In a time of rampant misinformation, comms teams must be ready to respond to any crisis immediately.?

• Check your tech. This is a time to review technology protocols and safety to prevent potential hacks or cyberattacks.?

• Align your C-Suite. Senior leaders must be careful with their communications, publicly and privately, and be especially mindful to avoid easily misinterpreted “off the cuff” comments.?

• Reevaluate performance goals. Expectations around KPIs and other metrics must be clearly defined and potentially recalibrated as the media focuses on the election.?

• Know your audience. This is a time when it’s easy to alienate audiences. Be hyper-aware of what your audience expects of you.? A Havas Media survey found that 21% of people would change their opinion of a brand, expressing support for a political party.??

Nearly two-thirds of eligible voters took to the U.S. polls in 2020, the highest rate since 1900. And with three-quarters of U.S. adults believing the 2024 election is critical to the future of American democracy, that number may climb even higher.??

Brands and their communications teams must maintain heightened awareness throughout the election and be ready to adapt to public sentiment while remaining true to their core values.?