Navigating the 2024 Election Season: What Smart Brands Should (and Shouldn’t) Say
By 829 Studios
The 2024 U.S. presidential election may feel unprecedented in tone, timing, and volatility, but when it comes to strategy it’s more familiar than it looks. With two well-known candidates returning for a rematch, many of the communications patterns from 2020 are set to repeat. And yet for corporate leaders, marketers, and communications professionals, this election season carries unique risks that demand careful navigation.
Drawing from recent Briefing Notes by SBS Comms, here’s what your brand should know to prepare your internal teams for a campaign cycle defined by noise, nuance, and unpredictability.
Politics Meets Public Perception
As partisan divides deepen and every policy statement becomes a potential flashpoint, the pressure is rising on businesses to decide whether or not to respond. The wrong comment at the wrong time could alienate half of your customer base. But silence isn’t always the best strategy either.
In moments like these your brand’s posture matters. Not every campaign talking point will become law. Not every policy promise will shape the business climate. Public Affairs and PR teams must be equipped to differentiate between headline hype and real legislative risk.
Don’t React to Every Rhetorical Swing
Election cycles are fertile ground for extreme policy proposals, but not all of these proposals are realistic. For example:
- Both major candidates support reshoring U.S. manufacturing and investing in chip production, which means a reversal of major economic acts like the CHIPS Act is unlikely, no matter who wins.
- Tariffs and tech export bans are a bipartisan stance, making some proposed escalations more political theater than policy inevitability.
- Big spending? Both sides have already demonstrated comfort with deficit growth, meaning “fiscal responsibility” rhetoric is unlikely to dramatically shift federal priorities.
Don’t overreact to campaign noise. Instead, stay grounded in legislative trends and the structural reality of Congress and the Cabinet, where actual policy is shaped.
Be Thoughtful, Not Timid
This doesn’t mean brands should stay silent. Companies are increasingly expected to take a stand on social and economic issues that matter to their employees and customers. But those stances must be thoughtful, consistent, and grounded in brand values, not driven by headline whiplash.
Before responding publicly to political developments, ask:
- Is this directly relevant to our customers, industry, or values?
- Are we prepared to respond consistently if asked by press, employees, or partners?
- Are we reacting to noise? Or contributing meaningfully to a larger conversation?
A Cool Head in a Hot Environment
As November approaches, the most successful brands will be those whose communications teams know how to anticipate, prepare, and respond with clarity. This means:
- Coaching executives and spokespeople on how to address politically sensitive topics
- Monitoring public sentiment and news cycles to distinguish between campaign posturing and credible policy shifts
- Resisting the pressure to immediately react, and instead focusing on long-term brand integrity and stakeholder trust
In short, while candidates engage in rhetorical battles, brands should aim to rise above the noise and be anchored in substance, not spectacle.
Final Thoughts
The 2024 election may be loud, but that doesn’t mean your brand needs to be reactive. Instead, take the time to understand what matters, where your voice is needed, and when restraint is the wisest move. With steady leadership, strong messaging, and a trusted communications strategy, your brand can emerge from the election cycle stronger and more respected, regardless of who wins in November.
Need help shaping your election-season messaging strategy? At 829 Studios, we help brands prepare for complex public conversations—through narrative development, media training, stakeholder communications, and reputation management. Let’s talk.
