Politically, 2024 is set to be very interesting.
The Scottish and UK COVID-19 inquiries will kick into high gear this year, and there is also the small matter of it being a UK General Election year.
At the time of writing, all the signs point to a change in government at Westminster, as Keir Starmer’s Labour Party continues to outpoll Rishi Sunak’s Conservatives.
While political insiders know never to write off the Tories entirely, the likelihood that they will crash out of power hasn’t been this high since the late nineties.
Regardless of what happens, it will be a frantic year in politics. But what does that mean for PR practitioners and those we work with?
Here are our thoughts on what can be done to stand out from the din and get your message across.
Keep it strategic
The noise from a general election makes securing space in newspapers, or airtime on TV or radio seem impossible.
However, effective PR teams can grab this limited space for their clients with strategic messaging and a thorough understanding of the media landscape.
Recognising the importance of tailored and specific messaging as a PR professional is key to successfully navigating an election year.
In a sea of political discourse dominating headlines, crafting messages that resonate with specific audiences and understanding your target demographic will yield results that more general messaging will fail to achieve.
Tailoring your message to align with your audience’s values, issues, and concerns ensures that your story captures their attention meaningfully.
PR and PA: A Two-Pronged Approach
Acknowledging the interconnectedness of public relations and public affairs is also crucial. There’s a reason more and more professionals are also well-versed in public affairs and vice-versa.
Often treated as separate entities, the two disciplines should be considered a package deal, especially during an election year.
Effective public relations can significantly impact public affairs by shaping public perception, which, in turn, influences policy outcomes.
PR professionals should align their strategies to seamlessly integrate these functions, recognising that the public narrative can directly impact the political landscape.
Pick your moment
The election year news cycle is busier, leaving limited space for non-election-related stories.
Timing and relevance are the name of the game for PR folks, and strategic planning that gets the election cycle is essential.
PR professionals must recognise that a more crowded news cycle demands targeted and meaningful storytelling.
The personal touch
It’s become a cliché, but it’s true. Journalists are busy people with overflowing inboxes.
This is even more true during any busy period, notably a General Election. Just sending them a press release and hoping they’ll see it doesn’t work.
At Orbit, we understand the importance of relationships and getting to know people. That’s why we’re big believers in bolstering our press releases and pitches with phone calls and other polite ways to get our clients’ news in front of the right person.
A quick word over the phone is often worth many in an email and can get the point across and the results you need.
Don’t give up
We get it; it can be hard to get coverage at the best times, and with everyone getting election fever, it can be even more challenging. It can be very much worth it.
While securing media coverage is challenging, PR professionals can thrive by embracing strategic messaging, recognising the interplay between public relations and public affairs, and understanding the nuances of the news cycle.
Timing, targeting, and meaningful storytelling are the pillars upon which successful PR campaigns can rise above the election-year noise, ensuring that your clients’ voices are heard and resonate with the right audience.