How should brands weigh in on the election?
You might lose a few followers for speaking out, but silence can ding your company’s reputation, too. Here’s how to handle this vexing comms conundrum.
This year’s divided electorate and disputed election results present a PR dilemma to brands over what’s usually a routine affair.
Should companies and corporate leadership congratulate Joe Biden and running mate Kamala Harris for their election victory?
Difficult choices
Congratulating Biden could irritate conservative Republican customers and the current Trump Administration, especially when Trump and his supporters claim voter fraud and refuse to concede. Remaining silent could offend liberal Democrats and officials of the incoming Biden Administration, a particularly worrisome risk for those in highly regulated industries. In addition, corporate communications teams worry about creating the appearance of exploiting the election to sell products.
“This is a profoundly strange moment for the country and it puts companies in a really difficult position,” Tim Calkins, a marketing professor at Northwestern University, told Crain’s.
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