Navigating PR in an Election Year: Lessons from McDonald’s and How to Prepare for Next Week’s Election Results

by Megan Paquin

 

As we find ourselves on the eve of one of the most contentious elections in history, brands everywhere are bracing for impact. The stakes are high, and even some of the biggest brands  are in the crosshairs (hello, McDonald’s). Let’s discuss how others can learn from McDonald’s unintentional foray into the political scene to prepare your organization as we approach the end of this contentious election.

Big Mac and a Side of Caution

When former President Donald Trump worked at a McDonald’s drive-thru earlier this month, the fast-food giant quickly became a focal point for both supporters and critics. Social media erupted with opinions, memes and heated debates. Some even called for protests, though McDonald’s made sure to act and protect the Big Mac’s bottom line.

The lesson here is clear: brands need to be acutely aware in a politically charged atmosphere. If a burger joint can find itself in the middle of political discourse, so can any other brand or organization.. So how can your company stay out of the fray?

Know Your Audience 

Understanding your audience is crucial, especially in this election cycle. Are your customers leaning left, right or somewhere in between? What issues resonate with them? This knowledge isn’t just helpful; it’s essential. Tailor your messaging to reflect the values and concerns of your audience, and you’ll be in a much better position to navigate the turbulent waters ahead. Gone are the days when brands can be fully neutral. Even if your brand looks to avoid being a part of political discussions, your marketing and communications always send a message about what the brand stands for.

Tread Lightly

But if your brand isn’t typically politically engaged, now might not be the time to take a stand—unless you’re ready for the inevitable strong opinions on both sides. Be cautious about how your brand engages in online trends or discourse. Use your mission and values as a North Star to avoid confusing consumers. If you choose to wade into political waters, ensure you’re prepared to maintain your position with clarity and confidence. 

Think Before You Post (And Then Think Again)

Social media is both a blessing and a curse during an election year. Before you post, ask yourself: “How will this content or message be interpreted?” If there’s even a hint of ambiguity, consider revising or scrapping the content altogether. A social media policy can be a great tool for your team, outlining what’s appropriate to share and what should remain in the drafts folder.

Be Transparent

If your brand finds itself in a tangle, address it head-on. Silence can be mistaken for complicity or indifference. Communicate clearly with your audience. People appreciate transparency, and being proactive can go a long way in reinforcing  trust.

Prepare for a Storm

Especially in an election year, it’s vital to have a crisis communication plan in place. This plan should include key messages, designated spokespeople and strategies for various scenarios. McDonald’s showed its preparedness in its swift response to the discourse around its brand. Such brilliance is not a happy coincidence. Their team is prepared with brand messaging that can be quickly customized and deployed to address a variety of issues, and they have a clear approach to making decisions on when and how to distribute such content. 

Stay Steady

Remember that perception can be as powerful as reality. As we approach next week’s election results, stay true to your brand’s values while remaining agile. Your customers and clients will appreciate your thoughtful approach to engage (or not) in the conversation, helping ensure your hard-earned reputation stays intact.

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