Why Tech Brands Can’t Sit Out the 2024 Election Season
By 829 Studios
When ChatGPT refused to help a writer edit an article about the 2024 U.S. election, citing restrictions on political content, it sparked a bigger question: Are tech brands making the same mistake—staying silent when they should be speaking up?
In a provocative Briefing Note from SBS Comms, the message is clear. In an election year packed with policy tension, economic pressure, and media scrutiny, silence isn’t safe. It’s a strategic vulnerability.
Whether you’re leading PR for a high-growth startup or managing brand positioning at scale, here’s why now is the time to engage, and how to do it with clarity and confidence.
Whether You Join or Not, Tech Is Already in the Conversation
From AI ethics and job automation to censorship, crypto, and global competitiveness, the tech industry sits at the center of today’s political discourse. Even if your company stays quiet, journalists and politicians won’t. And when they start writing the story for you, the narrative quickly slips out of your control.
Proactive communication isn’t about making political endorsements. It’s about clarifying your company’s role, values, and impact.
The Industry Has Momentum—Don’t Waste It
Despite political tensions, 2024 began with tailwinds for tech:
- AI is having a cultural moment, with generative tools like ChatGPT dazzling consumers and influencing every sector.
- Crypto is rebuilding trust, following the resolution of the Sam Bankman-Fried trial and renewed regulatory clarity.
- Congress and the White House are actively collaborating with tech leaders on voluntary safeguards and emerging frameworks.
In short, tech has credibility, visibility, and political capital. But public opinion is fickle, and goodwill doesn’t last without engagement.
The Risk of Silence in a Hyper-Political Environment
Remaining silent is not a neutral act. It increases the risk of:
- Being unprepared in the face of crisis PR moments like data leaks, hacks, or deepfakes
- Letting competitors shape the industry narrative while you sit on the sidelines
- Appearing indifferent, or even complicit, when public trust or employee values are at stake
As SBS Comms puts it, the same tools that generate admiration (like AI-generated music or writing) could also be used to manipulate public opinion or disrupt elections. If safeguards fail, the backlash could be swift and unforgiving.
What Brands Should Be Doing Right Now
If you’re leading comms or marketing at a tech company, here’s what you should be prioritizing:
- Crisis Readiness
Dust off your response plans and pressure-test them for 2024-specific scenarios (think deepfakes, misinformation, or regulatory crackdowns). - Narrative Ownership
Proactively pitch the media on your role in critical issues, such as responsible AI, ethical data usage, cybersecurity, or consumer transparency. - Stakeholder Alignment
Make sure internal teams (especially leadership and HR) are aligned on messaging during politically charged moments. - Platform Preparedness
Revisit content moderation, social media voice, and paid media strategies to ensure they don’t unintentionally fan the flames. - Values-Driven Positioning
Whether it’s climate, equity, privacy, or innovation—define what your company stands for, and communicate it consistently.
Final Thought
The 2024 election season will be noisy, intense, and full of unpredictable headlines. But that’s exactly why brands, especially in tech, need to speak clearly, act responsibly, and show up with a point of view.
Your company’s silence won’t shield it. Your presence, planning, and proactive storytelling will.
So don’t sit this one out.
Need support building a communications strategy for high-stakes moments? At 829 Studios, we help tech brands craft narratives that withstand pressure, drive trust, and position you ahead of the conversation.
Let’s build your voice for what’s next.
