Even if you lived under a rock, I’m confident you would still be aware that Tuesday is (finally) Election Day. It’s nearly impossible to read the news or go on social media without seeing stories about the candidates or posts encouraging you to vote. If you’re in a battleground state like us, you can’t even escape with television, as nearly every commercial break is full of political ads. On Election Day, you can expect all of this to be at an all-time high.
What does this mean for communications professionals?
Media relations professionals: You’ve been navigating one of the toughest news cycles, with the media consumed by election and pandemic coverage most of this year. This will be amplified on November 3, and possibly all week—or longer—if the results are not confirmed that night. There could be opportunities to pitch your client on a topic that is related to the election, as the majority of reporters will most likely be focused on election coverage. For non-election story pitches, you should postpone these efforts until the results have been settled. However, if there’s a breaking non-election story, you should feel free to pitch that, as long as you are cognizant of whom you’re pitching. Don’t forget, many reporters could be out voting.
Social media professionals: Your best strategy is most likely “better safe than sorry.” This has been one of the most contentious elections ever, and people will be on edge as the results unfold. An election-related post opens you up to political comments and trolls, which could anger many of your followers. You could have zero issues with a non-election post, but do you want to take that risk? Not only could your post be missed completely by people who are out voting, but it could also receive negative comments from people thinking you are tone deaf. Before you hit post, ask yourself, “Is this post so essential that it cannot wait one more day to post?”
Internal communications professionals: Similar to social media professionals, you should also err on the side of caution. Never assume the opinions of your coworkers. Even if conversations around the water cooler are predominantly one-sided, it’s also possible that those in the minority keep their viewpoints quiet for fear of being outcasted. Any company-wide announcements about the election should be kept general and opinion-free. For announcements that are not about the election, your best bet is to wait a day. People’s schedules will be all over the place trying to navigate the lines at the polls. You don’t want to discourage people from voting by making a big announcement that day.