Think twice before engaging in election talk.

• Should company executives take a stance or comment on the upcoming election? 

• What communication strategies should you employ to maintain credibility in a rapidly evolving political landscape?  

• How can you best manage expectations or feedback from internal and external stakeholders?

These are just a few of the many thought-provoking questions that Tricia Ross, Financial Profiles’ Managing Director and Chair Elect for the PRSA Banking and Finance Committee, and her fellow panelists addressed during a recent Public Relations Society of America (PRSA) roundtable. This lively discussion offered valuable insights for companies pondering their communications strategy in what is shaping up to be an emotionally charged presidential election cycle. 

First off, there is no single answer for when to speak out or what is appropriate to say without carefully considering the impact on all your stakeholders—employees, customers, partners, your community. While speaking out against political violence is non-partisan and low risk in nature, endorsing a candidate for office, for example, falls into a high-risk category. As polls indicate, Americans are roughly divided into two entrenched camps, so whatever position a company takes on a partisan issue, there is a strong risk of alienating key stakeholders.

While staying out of harm’s way through total avoidance can be a natural impulse, it doesn’t reflect leadership at the executive level. To build trust and credibility with internal and external stakeholders, you must demonstrate awareness of political developments and how they may affect your company’s outlook. Know that your employees and other interest groups are already speculating on how a certain outcome might impact them and the company. Before deciding what to do, management and the communications team must seriously consider the pros, cons and various ways to participate in the political conversation while carefully controlling their election cycle narrative. 

Here are five tips for navigating election cycle communication: 

1. Think carefully and strategically about any decision to participate in the conversation.
   Consider why it is important for your company to participate. How will your company and stakeholders benefit from taking a position?  What are the risks? How does your stance align with your company’s values?  What protocols/venues do you have in place to test the temperature on an issue—your Board, townhalls, employee resource groups?  

2. Take a bi-partisan, all-stakeholder approach.
   Regardless of political affiliation, stakeholders want to know that their company acknowledges and understands what is important to them.  Your team should develop a Q&A that shows thoughtful consideration around issues that may feel destabilizing to people, especially employees. If important to your business, share scenario planning that emphasizes the company’s flexibility and adaptability in a shifting landscape.

3. Lean into your values.
   The cultural pillars of honesty, transparency, respect and authenticity should guide your communications.  It is not necessary to take a stance on every issue and everyone is entitled to an opinion, so inspire respectful dialog. Above all, encourage your employees to be participating citizens and exercise their right to vote.

4. Prepare well for any engagement.
   Preparing leaders and other spokespersons to respond to political questions is critical. Whether in a sit-down with the Wall Street Journal or engaging stakeholders at a local community breakfast, preparation for “gotcha” moments is imperative. We recommend creating messaging and a cheat sheet on what is and is not acceptable to discuss as well as preparing Q&As that anticipate tough questions and potential stakeholder reactions. Anyone representing your company publicly should be media trained, and prepared to explain how their position aligns with your company’s values and business goals.

5. Stay informed, adaptable, and receptive.
   As we have seen, the political landscape can change rapidly. Stay flexible, listen to feedback and concerns from stakeholders, and adjust your communication strategies as necessary to address new developments.  

For expert guidance on how to effectively engage with your stakeholders about political and social issues generally or specifically during an election cycle, please contact us. We're here to help you build trust and credibility through a strong, unified voice.

Read more: FP for Forbes: How to successfully navigate a media interview