The tide is turning on consumers’ brand-purpose demands—taking political and societal stances, which was stressed as a key strategic positioning tactic for brands as recently as a year ago, has fallen out of favor with most Americans as the presidential election season kicks into gear.
According to a survey conducted last year, only 41 percent believe that companies should take stances on sociopolitical events—and that number drops even further when it comes to political candidates, where only 30 percent think brands should address them.
Karla Jo Helms; Photo source: https://jotopr.com/leadership-team/
But as the election heats up, staying clear of the political arena is becoming increasingly challenging for companies, as media coverage amplifies the noise around such issues. Karla Jo Helms, chief evangelist and Anti-PR strategist for JOTO PR Disruptors, draws on her extensive crisis management experience to highlight that this predicament can be transformed into an opportunity.
“Avoiding communications during this period can seem like the smart thing to do. But in this given context, that might not always be the optimal strategy for businesses who are in industries so heavily affected by public opinion”, she explains, in a news release.
Helms emphasizes that this turbulence can’t be an excuse to stop communicating and that the only way to navigate through the storm is by having a solid “battle plan”
“We are gearing up for the political craziness that is going to unfold over the next few months across all media. Both sides will be fervently discussing the issues, and the public will be glued to the news again,” she says. “In a climate where the economy is at the forefront of discussions, disruptive thinkers and business leaders have an opportunity to be the voice of reason and sanity.”
Strategies to navigate through volatile times
Helms recalls a recent incident that highlights the fast-changing media landscape in this context. “A couple of weeks ago a mainstream outlet contacted us regarding a trend being discussed in the tech industry press and podcasts regarding ‘what tech leaders want in a new president.’ They wanted to talk to our experts in MedTech, AI, HealthTech, FinTech and cybersecurity… among others,” she explains.
However, the story didn’t air. Days after the interviews the entire media landscape was shaken when candidate Donald Trump was shot, overshadowing all other news. “In such uncertain times journalists are forced to drop news due to more urgent topics,” Helms explains. “But we know that story will come back, and we are prepared. There’s a growing interest from the public and decision makers regarding economic issues—innovative entrepreneurs, especially tech founders, are considered valuable sources on these topics. The public tends to trust technology leaders as leaders who will get things done—and we work with some of the most disruptive players from those [tech] sectors.”
Data backs Helms’ assertions
A poll published earlier this month revealed that inflation tops the list of voter concerns, with 64 percent of respondents identifying it as a major problem. Other studies indicate that this same trend is particularly pronounced among specific demographics:
- Research shows that inflation and the cost of living are the top issues for young people this election cycle.
- Four in ten women voters consider inflation the most important issue influencing their vote in the 2024 presidential race.
Small and medium-sized businesses (SMBs) are also watching this year’s election closely. According to a Goldman Sachs survey, 96 percent of SMBs stated that they will definitely or probably vote in November, and 55 percent of these owners also believe that candidates are not addressing the main issues that are affecting their companies.
This creates a specific vacuum to be filled by business leaders.
“During these times decision-makers are looking for answers. Most of them believe that companies who are innovative, especially those related to technology, understand what’s going on. That’s why it’s such a big opportunity to make an impact on people’s opinions,” Helms says.
Amplify Your Message: Anti-PR’s Election Season Playbook
But to position themselves as thought leaders in the middle of all this noise, tech companies and businesses need a robust battle plan. Enter Anti-PR, a strategic approach pioneered by JOTO PR.
Unlike traditional PR, Anti-PR leverages crisis management techniques and media algorithms to create resilient, authentic, and consistent publicity. It achieves exposure and builds third-party credibility through a strong relationship with media, allowing businesses to stand out in a crowded space and ensuring their messages are heard amidst the election-related noise.
“If your technology is reshaping our economy, healthcare, financial welfare, or creating more jobs—essentially disrupting the status quo in these rapidly changing times—your story will captivate the media,” Helms explains. You have the chance to provide clarity in an uncertain landscape. However, tackling economic issues during such volatile times is not to be taken lightly. A robust and strategic communication plan is vital to avoid common pitfalls, steer public discussion, and leverage third-party credibility. It’s about knowing how to push the right buttons to help the most people.”
