PR Advice for a Most Unusual Election Year

Getting your story told in the media during a normal Presidential election year is difficult.

And this is anything but a normal Presidential election year.

Not only are we witnessing a race that doubles down on the vitriol and division what we saw during the Trump-Clinton throwdown in 2016, PR pros are also vying for attention during a pandemic that has disrupted everything – including the news media.

So, yeah, it’s going to be an interesting fall.

As a result, it’s important to adjust expectations. After all, it’s better to under-promise and overdeliver, especially when it comes to something as unpredictable as media coverage in 2020.

But there are several things you can do to improve your chances of earning valuable coverage between now and November. Here are some tips:

Schedule Around the Big Dates – If you want to avoid getting crowded out of the news cycle, it’s important to think about timing releases around big events on the political calendar.

That means avoiding big announcements during the week of Nov. 2 to stay away from Election Day and the coverage that will follow that week.

You should also take note of the Presidential debates, which are scheduled for the following dates:

Sept. 29

Oct. 15

Oct. 22

Many outlets will be devoting significant extra attention to the debates – so it’s important to plan around them, if you can.

Fact Check the Debates – Speaking of the debates, while you likely want to avoid any announcements about non-political activities around those events, they do provide opportunities for coverage. One tactic is to fact check what the candidates say about issues that are important to your organization and – if appropriate – issue a release that points out incorrect statements or missing points. You can also offer up experts in your organization for interviews.

Avoid Taking Sides (Unless That’s Your Goal) – It’s best to avoid making any statements that would appear to align your nonprofit or business with one candidate or the other (Goya and Goodyear are recent examples of what you might expect if you choose to open up that can of worms). The caveat is if you have a stake in the outcome and aren’t afraid of the potential backlash that would come with publicizing your stance.

Focus on What’s at Stake – If you’re a nonprofit, a busy election season offers an opportunity to comment on why voters should care about your key issues. Environmental organizations, for instance, can use the election to offer a primer on what’s at stake related to climate change. Businesses can talk about how policies might impact their ability to hire workers or navigate international trade.  

Look to the Future – For many organizations, the most promising opportunities will come after Election Day, when they can use the result as a springboard for opinion pieces that provide advice to the winner on how he can make a difference on an important issue – or serve as a call to arms to supporters on how to make their voices heard. It’s not too early to begin putting together that piece – with different versions for each potential victor.