2024 is set to be one of the most significant election years in history, with over 4 billion people voting across 60 national elections worldwide. As we reach the halfway point of the year, the global political landscape has already undergone dramatic shifts.
Regardless of personal beliefs, all marketers must keep in mind they are competing for attention when people are more distracted than ever.
To help B2B brands navigate this election season, we’ve created a set of guidelines for how to approach marketing planning across earned, owned and paid media as it relates to the election. While these guidelines offer general best practices, it’s essential to tailor your marketing strategies to the unique nuances of your brand and specific business context.
Content Creation
Election-Related Content
Audiences tend to have a negative view of brands that wade into political or politically adjacent topics unless the brand has a clear and compelling reason for doing so. If you decide to create owned content that could be perceived as political, focus on how election outcomes might impact your industry. This approach keeps your content relevant without being partisan. In some cases, audiences may value educational content that clarifies complex election-related issues and their potential business implications. For example, a blog post outlining regulatory implications of election outcomes could help your audience plan for the future.
Personal vs. Company Perspectives
Depending on your chosen commentary, it may make more sense to speak from the “I” perspective — or the “company” perspective. Choose the POV that best captures your thought leadership and resonates with your audience. In either case, keep it concise. Getting your point across quickly is crucial, especially when your audience has a lot on their minds.
Media Relations
Mainstream Media Engagement
Expect major national news outfits and traditional “tier-1” media to cover political events through their specific lens, such as healthcare, cybersecurity or transportation. Be prepared to answer or avoid political questions, even during unrelated media interviews. If your brand is particularly sensitive to these topics, consider focusing your outreach on high-value trades or hyperlocal media, which are more likely to accommodate non-political pitches.
Pitching During a Political Crisis
Exercise extra caution when pitching after political tragedies, disasters or other sensitive events. Consider pausing proactive outreach for 1–2 days, keeping media lists short, and carefully vetting each reporter for personal connections to the news. Show self-awareness in your outreach, acknowledging your pitch may take secondary importance. And be extremely careful chasing newsjacks about legislation and regulations that may shift rapidly during this election cycle. Ensure you fully understand the potential implications of those changes — especially the human impact — before offering commentary.
Organic Social Media
Political Commentary
A few years ago, it was essential for brands to speak out on issues. However, the 2023 Sprout Social Index reveals only 25% of consumers now think brands need to speak out on causes. As skepticism about performative activism and political stances grows, audiences increasingly prefer brands that focus on providing excellent service over making superficial public statements.
If commentary is appropriate or deemed necessary, stay neutral and positive. Highlight positive milestones, such as record voter turnout or historic achievements, to convey a constructive message. Emphasize values like innovation and inclusivity while steering clear of negativity and partisan issues. This approach keeps your brand aligned with progress and forward-thinking change without taking sides.
Social Symbols
Be mindful of words, emojis, colors, songs and other symbols associated with either candidate online and in popular meme formats. For Kamala Harris, this currently includes but is not limited to brat by Charlie XCX, brat green, coconuts, palm trees and Beyonce’s discography. For Donald Trump, this currently includes but is not limited to Hulk Hogan, Kid Rock, ears, couches and the word “weird.”
Influencer Engagement
All influencers should be vetted for their political associations and recent activity. Consider including a “political buffer” in contracts, requiring a set period after brand content is posted before influencers can resume political commentary on their channels.
Paid Media
Bump + Rate Negotiations
Federal law requires political advertisers to receive the lowest rate card on traditional linear TV ads, and they can bump your ad to another slot. If possible, negotiate to avoid being bumped, or, if you’re okay with it, you can likely secure a better rate. Regardless, political ads tend to focus on local TV. Be sure to avoid swing states especially.
CTV Inventory + Costs
Connected TV ad inventory is limited during election season, driving up costs per viewer. Target your ABM list on the right platforms to maximize impact. You can also scale back CTV campaigns closer to the election without losing momentum. Instead, focus on less media-rich formats, such as display, radio, and podcasts, which are more cost-effective and help prevent ad fatigue.
Internal Communications
Reacting to Political News
Consider whether addressing political news aligns with your past approach to internal communications during political events and crises. Will saying something now seem inauthentic? Assess if the news personally affects your organization. For many, the best approach is to remind employees of your code of conduct, emphasize respect and professionalism in the workplace, and highlight any policies or resources related to political activity at work. Be mindful of how First Amendment rights differ between the public and private sectors, and the protections the National Labor Relations Act offers employees regarding political activity and speech at work.
Resources for People Managers
The Society for Human Resource Management expects politically related workplace conflict to increase through the end of the year. Consider equipping people managers and company leaders with best practices for answering questions or mitigating potential interpersonal conflicts. This includes approaching discussions in good faith, zero tolerance for hostile speech or attitudes, the appropriate internal escalation points, and the appropriate environments in which to engage in political conversations at work.
Navigating the complexities of marketing during this pivotal election season requires careful planning and adaptability. By following these guidelines, B2B brands can stay on track while remaining sensitive to the current political climate. If you need further support navigating this election season, reach out to Walker Sands for expert guidance.
