What we can learn from election communications

Election season is a high-stakes, high-pressure period for communications professionals - regardless of the country, state or region. Marked by unique challenges and dynamics, election campaigns merge the intensity of public relations, marketing, and strategic messaging—all in a condensed timeframe (talk about high pressure!). 

With all of that in mind, it’s important to look into exactly what makes election communications so distinctive, alongside the lessons they hold for other areas of comms, and the trends shaping today’s political landscape.

1. The anatomy of an election campaign

Election communications are essentially comms campaigns on steroids. While corporate campaigns may aim to build brand recognition or shift public opinion gradually, election campaigns are on a relentless timeline, with Election Day as the immovable deadline. The focus isn’t just on what’s being communicated; it’s on the speed, timing, and targeted impact of each message. Election campaigns involve a complex mix of roles and channels. 

Behind the scenes, you’ll find speechwriters, digital marketers, social media strategists, and field teams, each working toward a common goal: aligning messaging with the party's ideology and reaching target audiences effectively. From paid advertising to grassroots fieldwork, these campaigns pull out all stops to ensure their message resonates - which is what makes political comms so distinctively different.

2. High stakes and pressure

What makes election season so intense is the convergence of past achievements, present promises, and future aspirations. Unlike routine brand communications, election messaging has to simultaneously honour the party’s track record and inspire confidence in what lies ahead. Voters—many of whom may not be fully engaged until election time—demand clarity on critical issues, which heightens the pressure on candidates to articulate their stance convincingly.

Election season is a concentrated period, often lasting around 35 to 40 days, but it’s backed by years of groundwork. Audiences who might not normally pay attention suddenly become invested. For communicators, this requires a level of precision and adaptability seldom required in other types of campaigns.

3. Trends in modern political communication

Today’s election communications reflect broader societal and technological shifts, of which we’ve noted some key ones below:

• Social media and digital targeting: Platforms like Twitter, Instagram, and TikTok allow campaigns to connect with specific demographics. The Biden-Harris campaign, for example, leaned into popular digital platforms, using memes and younger, trend-aware language to connect with new audiences. Think about the Gen-Z does your marketing trend currently going around!

• Data-driven targeting: Modern campaigns are powered by data. They segment audiences and deliver personalised messages, making each touchpoint more relevant. This data-centric approach isn’t limited to politics; it’s increasingly important across all communication fields, where understanding and personalising messages can be game-changing.

• Gender voting gap: We’re seeing an expanding divide in voting behaviour between men and women. Women, especially younger demographics, are gravitating toward more progressive platforms, while men are leaning toward conservative stances. This polarisation has implications not only for political campaigns but also for the workplace, as gender dynamics shift.

4. Lessons for corporate comms

Election communications provide valuable insights that can enhance corporate and internal comms strategies:

• Addressing polarisation in the workplace: As political polarisation seeps into the workplace, communicators must be prepared to manage diverse opinions while maintaining organisational cohesion. Companies can look to election campaigns as examples of how to address these views while keeping a unified message. Creating safe spaces, such as moderated internal forums, can allow employees to express differing perspectives respectfully.

• Values-driven messaging: Like political campaigns, businesses today are expected to take stances on social issues. But there’s a fine line. If a stance doesn’t align with the organisation’s core values or doesn’t directly impact its employees or customers, it can feel insincere. In contrast, a clear, value-based approach—like an environmental stance from a horticulture company—can resonate without alienating audiences.

• Balancing leadership’s personal views: Leaders who publicly express personal beliefs on social platforms, like LinkedIn, need to consider the impact on their employees and the company’s reputation. As personal branding becomes increasingly relevant, striking a balance between personal views and professional roles is crucial.

5. Technology in campaigning

The rapid pace of modern campaigns only reiterates the importance of agility, adaptability, and real-time responsiveness. Political campaigns now leverage technologies like real-time data analysis and hyper-targeted social media ads to connect with voters on a personal level. As technology reshapes communication, campaigns are increasingly focused on being relatable, responsive, and reflective of current cultural trends.

Election communications are a mirror reflecting societal shifts, technological advancements, and the rising importance of data in shaping public opinion. For communicators, whether in politics or corporate roles, understanding these dynamics is essential. The stakes may not always be as high as an election, but applying these lessons—targeting effectively, communicating authentically, and balancing values-driven messaging—can strengthen any campaign.