Whatever your political views, last week’s historic election has stirred strong emotions across the country. For marketers and communicators, it’s a reminder of the importance of being attuned to significant cultural moments and responding with sensitivity. This moment calls for thoughtful communication strategies that honor the emotions and values of your community. To help brands, clients, and team leaders navigate this moment, we reached out to leaders in marketing and communications for their expert guidance.
Melissa Conner, Partner & Managing Director, JBC
For brands:
“We consistently advise our client partners to rely on their mission tent poles as guiding lights during high-pressure moments of contention. By tapping into and reflecting on those tenets, both macro (like sustainability, say) and micro (reducing reliance on single-use plastic), brands are able to act, or not, in a manner that’s authentic to their customer base. With more and more consumers relying on their favored brands over traditional systems like religion or government in times of conflict, it’s crucial for organizations to establish those principles — and live by them authentically. Performative engagement is worse than no engagement.”
For teams:
“Every team member processes such seismic moments in their own way, and in their own time. Hold space for them to prioritize their mental health and wellness, because you’re not employing robots — and why would you want to? Your team’s unique lived experiences is what makes each business or company special, and makes the work worth doing. Offer tangible resources that directly support specific facets of their wellbeing, or build upon those resources if already in place; we at JBC take this seriously, with programs like company-wide monthly mental health days, comprehensive reproductive-care coverage, and monthly giveback opportunities and DEI sessions. The key takeaway here is to lead with empathy - it serves as your North Star during the normal course of business and most definitely in moments of crisis.
Our team is 100% women of all ages and backgrounds, and proudly so. We represent a number of clients who work to provide reproductive healthcare to at-risk populations. We implicitly understand the impact of these results because we grapple with the implications every single day. That also means we need to support our team in a holistic, 360-degree capacity each and every day, and not just in timely moments of need. This is a challenging and contentious time, and we don’t take lightly the impact our work can have on public perception and even policy. But we have to care for ourselves and each other first — put on our own oxygen mask first, if you will.”
Janna Pea, Founder, Pea Nation
For brands:
"This is certainly not the time for business as usual. I am advising clients to take a pause, and for us all to be gentle with our minds, bodies and hearts. Lead with empathy and humanity, not with what's best for the bottom line. This means that my peers, specifically white male and female leaders, need to be comfortable staying on mute and taking a back seat. The work will always be there."
For teams:
"It's quite simple - create the space for those most impacted to process in their own ways. Do not try to tell or show people how to feel. There should be space made for a range of feelings, including grief - coupled with the awareness that we all are processing this differently. Any energy + asks rooted in 'get back to work' or 'now is the time' is harmful as it pushes those most vulnerable into a survival mode that does not benefit them or their communities."
Elizabeth Harrison, CEO & Co-Founder, H&S Communications
For brands:
"In the wake of the election results, I advise clients and brands to take a human-first approach when engaging with their audiences. By doing so, they can position themselves as leaders who understand, adapt to the complexities, while solving for consumer needs. Here are some additional points to consider:
Shifts in Consumer Sentiment
This year’s election results can lead to significant shifts in public sentiment and priorities. Brands should leverage their agencies and digital online listening tools to remain abreast of the changes and ensure their messaging aligns with the values and concerns of their customers. It is crucial for brands, particularly with GenZ consumers, to communicate with authenticity and empathy. Addressing the topics that matter to consumers, while being genuine and supportive, helps foster trust and strengthen brand loyalty.
Remain Non-Partisan, Yet Relevant: Brands will need to navigate the fine line - demonstrating an understanding of current events while focusing on shared values that can keep the brand relevant and respected by a broad audience.
Fostering Community and Inclusion: Brands should strive to build inclusive communities – despite political ties or affiliation. It is pivotal that they welcome diverse perspectives, as it demonstrates a commitment to inclusion, helps to bridge divides, and reinforce a sense of belonging among consumers.”
For teams:
“Navigating the impact of the 2024 election results on the workforce requires thoughtful leadership, transparency, proactive communication, and empathetic support.
Here are points for team leaders and businesses to consider:
Open and Transparent Communication: recognize the impact the election results can evoke a wide range of emotions. Be transparent, acknowledge you’re aware and create a safe space where employees can connect with colleagues who share similar concerns or experiences.
Remain Calm and Lead by Example: to help prevent conflicts, foster of culture of belonging and understanding, set the tone by reinforcing company values and emphasize respect for different opinions and perspectives. Be an active listener, model empathy, show a sense of stability and that you care deeply about the well-being of your employees.
Support Mental Health: introduce or highlight existing mental health and wellness programs that can support employees dealing with stress, anxiety, or uncertainty. Promote work-life balance and encourage your employees to leverage the range of company benefits (e.g., flexible work arrangements, mental health days) or to take breaks to decompress.
This approach can reinforce trust, maintain productivity, and foster positive collaboration.”
Valerie Berlin, Principal & Co-Founder, BerlinRosen, an Orchestra company
For teams:
“During turbulent times like these, as leaders, we must communicate authentically and transparently and guide our teams forward. Acknowledge the wide range of emotions employees might be experiencing and encourage them to take the space they need to stay steady and refocus.”
Shannae Ingleton Smith, President & CEO, Kensington Grey
For clients:
“A friendly reminder to Talent Managers, Campaign Managers, brands and agency partners - Any content scheduled to go live this week should probably be paused or postponed until next week unless it is election related.”
Danielle Finck, Founder, Elle Communications
For brands:
“Any social, environmental, or political stance a brand takes should be an authentic demonstration of its core values, not a reaction to the cultural zeitgeist or an opportunistic attempt to gain favor with a certain audience. Taking a stand on issues you genuinely care about can help build connections with those who share those values, but to do so you have to be willing to stick with it, and take action toward accomplishing your goal in the long run.”
For teams:
“People need a calm, sturdy, empathetic leader in times like this, so it's vital we regulate ourselves as leaders first and foremost. At Elle Communications, we have been providing actionable tools like meditation, breathwork, and somatic techniques to everyone on our team. Our leadership team is working to give people the space to feel whatever they are feeling, while protecting psychological safety, and promoting optimism.”
Heidi Ruggier, CEO & Founder, Matte PR
For brands:
“In PR, timing is everything. On major news days -- like an election day -- it’s best to pause and let the headlines breathe. Pushing out press materials or content featuring a new story in a crowded media moment can mean it gets lost, no matter how compelling it is.
Instead, a strong PR team knows when to hold back, adjusting the approach to ensure maximum impact later. It’s all about picking the right moment and finding a fresh angle that resonates once the dust settles.
Sometimes, patience is the best PR strategy.”
Megan Weekes, Chief Marketing Officer and Partner, Speekes
For brands:
"For brands, it depends on your brand's stance related to politics. We always tell the brands we work with to support democracy first and foremost, and the right of their communities to express their voice through their vote. In the wake of results, it's crucial to remember that for some, the election feels like a success and for others, it feels like a failure. It's important to leave space and compassion for all of the feelings around the election and not show contempt for the process or to promote hatred or division of any kind. If you have been open about your political views related to parties, I would continue peaceful advocacy messaging that this work will continue and that the core values of the brand haven't changed."
For teams:
"Without question, there are employees who are hurting right now, particularly underrepresented communities and women. While the company should support the democratic process and the right to vote, it's also important to show compassion. Across the political spectrum, this election brought on fear and anxiety. I would highlight any relevant benefits and support programs that could help alleviate stress and anxiety, including counseling services, meditation programs and so on."
