It’s almost here. Based on retail stores, you might think “it” is Christmas, but “it” is not. No, “it” is Election Day. Most years, elections just kind of happen. People vote, wait for the results to be announced, celebrate or not, and then go on with their daily lives.
This is not one of those years. For the third national election in a row, tensions are high, people are divided, and the risk of political violence is palpable. We may not know who won this election on November 5th, or even days later. Recounts and court challenges may drag into the new year.
No matter who (ultimately) wins, one third of the country will be satisfied, one third will be angry, and one third will just want it all to stop already. Proportions may vary, but all three segments will be present at every level of the people who matter most to you – employees, customers, etc. – no matter where they are geographically.
It isn’t productive to try to plan for every possible permutation and combination of events, but it is worthwhile to consider broad strategic contingencies for events we can expect. Here are a few things you can be doing to prepare for whatever transpires on and after Election Day.
First and foremost, think about who matters most to your organization. They may want to hear that it’s OK to be anxious, that you’ve got their backs, and that they are truly important. Rally employees around your core values and what your organization stands for – these always transcend politics and partisan control of levels of government. Let customers know you will continue to provide the same level of service and excellence they have come to expect from you.
That said, if you decide to comment (and you don’t have to if it doesn’t serve you) make sure you read any statement you intend to make from each of the perspectives of those three “thirds” so you do not inadvertently trigger an “us vs. them” reaction. Project empathy, respect, and calmness, and keep the message consistent with your relationship with them.
Second, your organization or its leaders may feel pressured from one of the “thirds” to take specific stands on the election and its outcomes (or lack thereof). This may be especially acute if your organization or leaders endorsed or gave money to specific candidates leading up to the election. The risk of getting “us vs. them” reactions is much greater here, so even more care needs to be taken upfront.
There are a few questions you should be asking now:
- Does your organization have a policy in place for commenting on social and political issues?
- Have such comments been issued before, either formally or on social media?
- On which issues could your organization credibly comment?
- Will your intended position reflect your core values?
- What is the cost of silence?
- Are you willing to live with any commitments you make and fully implement them?
- What could be the unintended consequences of your stance?
Individual C-suite leaders may take contrary positions. Consider how that might affect your organization and be ready to address it with employees, customers, and other important stakeholders before it happens.
Third, be prepared to pivot your marketing and advertising campaigns depending on how the election and the run up to Inauguration Day go. Get executive buy-in now so you can be nimble and protect your brand from tone-deafness. This also applies to internal communications.
Fourth, don’t discount the potential for political violence spilling into the workplace and your customer-facing properties. Consider adding additional security measures in areas where local tensions are highest. There may be a protest near you, or groups of protesters clashing, rapidly ratcheting up the prospects for violence and vandalism. Stay connected to local authorities and law enforcement. It may well be worth a phone call or email to get some local intelligence on what may happen or is happening in response to the election.
Finally, it may be necessary to remind employees about company policies around speech and interactions with other employees and customers. Remember, each of the “thirds” will be present in nearly every office and retail location. They will have their own reactions and levels of anxiety.
In any of these efforts, it is critical to try to diffuse the situation rather than be seen as lighting the match. Heightened states of emotion need a source of calmness, consistency, and routine. Be that beacon of calm, providing a safe haven from the storm for the people you care about most.
This all may seem like hyperbole but if any of these scenarios land on your doorstep, you no longer have the time to plan, think, and react thoughtfully. Thinking through all of this now, can save you headaches later.
And, finally, there’s always light at the end of the proverbial tunnel. Business will get back to normal. Election season will give way to the usual rhythm of the calendar, and your focus can return to your regularly scheduled tasks.
Oh, and more thing: make sure you vote.
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
