5 Winning Tactics For Digital PR During an Election

During significant events like elections, digital PR professionals often face a myriad of challenges. The landscape of media shifts dramatically, with news cycles dominated by election-related coverage, often causing a drop in engagement metrics such as open rates and click-through rates. However, with the right strategies, brands can navigate these turbulent waters effectively. In this article, we will explore five winning tactics that digital PR experts can employ during elections to ensure their messages remain relevant and impactful.

Understanding the Election Influence

Elections create a unique environment where many stories compete for attention, leading to a phenomenon known as newsjacking. Brands that can successfully connect with ongoing election narratives can become part of the broader conversation, garnering media coverage and relevant backlinks. This approach not only drives engagement but also helps brands achieve their key performance indicators (KPIs) in a cluttered media landscape.

1. Lean Into the Election

According to Will Hobson, VP of PR at Rise at Seven, brands should capitalize on the election’s momentum rather than avoid it. For instance, a large gambling brand in the US effectively leveraged the elections by analyzing the odds of presidential candidates. By contributing relevant content that resonates with their audience, they positioned themselves as thought leaders in the discourse surrounding the election.

2. Utilize AI Tools for Brainstorming

AI tools like Ideamap.ai can help PR professionals brainstorm innovative ideas that link their brand’s core message with current election happenings. Facilitating a connection between diverse industries and the election can unveil numerous opportunities for relevant commentary and content creation.

3. Ensure Expertise on Discussed Topics

It’s crucial that the content is backed by credible expertise. As discussed by James Brockbank in our podcast conversation, PR professionals must assess their ability to engage in discussions on the chosen topics authoritatively. For example, a travel company in Florida could effectively comment on how elections influence travel patterns and pricing in their region, drawing valuable connections for their audience.

Real-World Examples of Successful Digital PR During Elections

Several companies have successfully navigated election cycles by creating impactful content.

• VistaPrint: While primarily known for printing business cards, VistaPrint conducted a survey involving 500 small business owners to gauge the potential impact of the elections. This content not only provided valuable insights but also aligned perfectly with their customer base, enhancing its relevance.
• Trüpp: This HR outsourcing firm produced a guide outlining how the elections might affect employment laws. By leveraging their area of expertise, they provided useful information that attracted attention from those interested in legal changes influenced by political outcomes.
• SiteLock: In 2019, SiteLock introduced “Presidential Candidate Report Cards,” evaluating candidates based on their awareness of cybersecurity issues. This allowed them to insert themselves into a critical conversation about security during a time when cyber threats loomed large.
• TikTok: In 2020, TikTok launched an in-app guide dedicated to educating its user base on the elections. By tailoring content to their general audience, they not only engaged their users but also positioned themselves as a responsible platform keen on promoting informed citizenship.

4. Provide Timely Expert Commentary

Identifying trending stories or significant election issues allows brands to offer valuable insights and position themselves as experts. As Bri Godwin, Digital PR Manager at Journey Further suggests, journalists are often in search of expert commentary to support their narratives. For instance, when the Teamsters announced their lack of endorsement for a presidential candidate in the upcoming 2024 election, there was an immediate need for expert opinions on the implications of such an announcement.

Brands that can quickly offer informed commentary are more likely to earn valuable media placements, enhancing their visibility and credibility. To improve this agility in commentary, it’s essential to stay current with daily political developments.

5. Leverage Alerts for Real-Time Updates

A practical step to staying informed is to use tools like Talkwalker, which offers alert services that can track crucial news updates related to elections. By setting up alerts, PR professionals can promptly respond to emerging stories, ensuring they are always prepared to contribute when opportunities arise.

Conclusion

In the hyper-competitive space created by election cycles, digital PR professionals need to think strategically and creatively. By leveraging the power of the ongoing political discourse, utilizing AI tools, ensuring expertise, and providing timely commentary, brands can effectively navigate the complexities of digital PR during elections.

By implementing these five winning tactics, digital PR teams can maintain relevance, reach KPIs, and ultimately contribute meaningfully to the conversations that shape our society.