Why Companies Should Act More Like Political Campaigns

Here’s something you might not have expected to hear: American companies need to act more like political campaigns.

Hey, I get it -- with all the vitriol and confusion of today’s political landscape, that might sound insane. But what’s insane is to not adopt some of the practices that are proven to work in today’s second-to-second news cycle (let’s be honest, 24/7 seems a little dated at this point).

The fact is, like them or not, political campaigns -- when they’re run right -- exist only to drive a message in support of a winning brand, whether it’s to build a brand out of nothing or to help grow or defend an existing one.

Here are a few of the practices used by political campaigns (let me repeat the disclaimer: when they’re run right) that companies can almost invariably benefit from adopting. Some are new, some are old and all are essential to the modern American political campaign as well as for-profit companies and nonprofits.

Social Media

Let’s get this out of the way: to tweet or not to tweet is really not a question anymore. Yes, tweet! And don’t stop there.

Social media, by now, should be a prominent part of a growing segment of your advertising and marketing plan -- the digital segment. Paid ads that carry your message to consumers on social media (Facebook, Twitter and Instagram are among the most durable, in my opinion) and on other online platforms (Google, YouTube, news websites) can target consumers in a way that should be much more than an add-on.

Digital hasn’t replaced more traditional forms of advertising -- TV, direct mail, etc. -- and there’s a fair amount of voodoo among “digital media experts,” so you need to hire someone honest who will show you real metrics. But with nearly 70% of Americans now using Facebook, for example, it’s time to get real about this.

This is all in addition to the organic or unpaid social media content you are posting to your company’s own social media accounts. Drive a constant message. Give it a little life with some (authentic) humor. Consider breaking news about a new product or tie a product you’ve been promoting to something going on in the news cycle.

Have A Plan -- Then Change It

The best advice I ever received while working on campaigns was, “Do nothing without a plan.” It was daunting at first because I was surrounded by plans that kept on blowing up as political opponents, pundits or the media lobbed bombs our way.

But the truth is, having a plan forces you to get organized, think strategically and prepare personnel and resources. If your plan holds, great. If it doesn’t, you’re still ahead of the game -- even if just 10 or 20% of what you prepared for remains true, then you’re ready to execute that part and better adapt with the rest.

Companies often plan many things well, but that rarely includes their communications, from my perspective. Too many of them have no idea where they want to go with their brands. Or what kinds of stories they want to see the press writing over the course of the next year. Or what their social media presence should look like. Or how they’ll handle communicating during a crisis.

Most importantly, they have no idea how to execute any of these things. Writing a meaningful communications plan -- one that marries your marketing, press relations, social media identity and unforeseen circumstances -- is a must.

Don’t let the attorneys or bureaucracy kill it. Don’t delude yourself into thinking you don’t need one because you’re a quiet company that wants to stay out of the press. Someday, a crisis will find you and you’ll need to know how to communicate properly when it does. And don’t put it off because it feels abstract or you fear it won’t be relevant later as circumstances change.

Instead, do nothing without a plan. And be ready to change it.

Big, Bold Branding

All of this and so much more depends on having something good to promote, and a brand is no good if it’s not big and bold.

That doesn’t mean it has to be eye-popping or controversial like political brands sometimes are. It just means that a brand needs to leave a strong impression. The insurance industry has figured this out. Southwest Airlines, too, which does many things to get it consistently ranked among the best airlines, whether it’s a customer-service-turned-good-business initiative (bags fly free) or through the actions of happy employees who turn into good public relations (Google search “rapping flight attendant” if you’re not with me here).

Use the tools needed to build, defend and leverage your brand. Campaigns do this every day in ways that may or may not fit your needs but can still be instructive. Campaigns draw contrasts, which can translate into a peaceful differentiation of your product; campaigns build coalitions of support, which translates into engaging with your industry association or building one to ensure you have a bigger megaphone when you need it later. And campaigns never, ever stop messaging.

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