How To Win An Election In The Midst Of A Pandemic
In the upcoming New Brunswick provincial election, campaigning is looking a little different.
Traditional methods like knocking on doors, big events, and leaving pamphlets on doorknobs, are considered problematic during a global pandemic.
This can make it difficult for candidates, especially new ones, to put themselves out there and introduce themselves to their communities and win over voters.
Though this is a challenge, it also presents an opportunity for candidates to get creative with their campaigns.
To get some night on the best strategies to take, we asked some New Brunswick communications and marketing pros for their one piece of advice for candidates to reach voters in a campaign where in-person contact is limited.
Here’s what they said:
Harrison Burton, Vice-President of Video, Brainworks Marketing
“We’ve seen an increasing craving for leaders to speak clearly, for them to be transparent and for our politicians to hold themselves accountable. I think that it should be seen as an opportunity to use the power of social media to be more present in the communities they represent and engage with everyone as much as possible.
A mix of professionally shot videos and frequent live Q&A sessions is definitely up there in terms of efficiency and engagement. As an example, think of how successful it was, at the time, when the prime minister did live Q&As last spring with respect to the pandemic crisis.
What voters want the most is someone to represent them where decisions are made. There needs to be a real consideration of how the message will be received on every medium used to promote their platforms. The best way to convince people of one’s ability to do something is to show them. Transparency and direct answers to people’s questions can go a long way, even when the answer is ”I don’t know.’ “
Patricia Chareka, Creative Director, JCK Media & Design
“2020 is certainly an interesting year to be running in [an election]. With door-to-door and other in-person forms of campaigning being discouraged/limited, candidates will need to prioritize staying top-of-mind. Running a successful political campaign incorporates a lot of standard branding rules – the goal is to raise awareness (have people know you are running) and to strengthen recognition while solidifying distinction (leave a memorable impression so as to rank high in the minds of voters while simultaneously distinguishing what makes you the better choice). When done well, brands are able to influence buying decisions and likewise, candidates may be able to influence voters.
Considering the parallels, candidates would be wise to follow suit with the marketing and promotional strategies that companies and brands used to stay relevant during this unprecedented time. With the shift from in-person to digital, we saw an increase in video marketing which is more engaging than pictures and print, easier to digest & can better depict personality, ultimately leading to a stronger connection with the viewer.
We also saw increased use of social media in general (more posts and at a more frequent rate). We live in a new normal where we’ve had to adapt and spend more time on-line. In order to stay relevant and increase visibility, candidates this year may want to consider doing the same by making an investment into the digital space. We are big supporters of video as it adds human connection and personability to otherwise impersonal messaging.”
Jane Harwood, Director, Jane Harwood Public Relations
“First, I’d like to commend all candidates as it certainly isn’t easy to be in the public eye in such a major way – and doing so for the benefit of your province and region is an amazing service.
My advice to candidates is to focus on talking about what you’re going to do right, not about what your opponent is doing wrong. With debates being a potential exception, speaking negatively about someone will never paint you in a positive light.
With social distancing presenting an added challenge to connecting with voters, a smile and being genuine goes a long way. Many voters are looking to be able to relate to candidates and gain insight on whether they care about the same issues they do. Use your face time to communicate your priorities and how you’re going to support your constituents. It’s not about proving your opponents are wrong, it’s about demonstrating you’re the right choice.”
Allan Gates, President, Bonfire Communications (also co-founder of Huddle)
“By this point, it’s already a cliché to say this election is unlike any other. Still, candidates across New Brunswick are facing the challenge of reaching voters during a pandemic without knocking on doors or holding large campaign rallies. So how best to connect with people?
Social media is one obvious answer. It’s a great way to reach voters directly in an unmediated way – no journalists twisting your words and no commentary from other parties or candidates. But simply “being on social media” is not enough to make it an effective campaigning tool. It takes a matter of minutes to set up a social media page on Facebook, Instagram or Twitter – the question is what will you do with it?
In politics, as in business, the key to successful marketing is differentiation. Candidates need to use social media to differentiate themselves from other candidates. That can be done through either policy or personality, but simply reposting the “blah blah blah” from the central campaign or posting selfies in front of a Tim Hortons won’t get you far. Differentiating means saying things of substance and taking some smart creative risks, including using videos and good photography. And be sure to monitor your accounts and engage with people posing questions or offering comments (without getting into prolonged debates with the ever-present trolls). The goal of a good social media effort is to cut through the clutter and leave a clear image in the minds of voters as they head to the polls.”
Anne McInerney, Associate Vice-President, NATIONAL Public Relations (Saint John Office)
“Politics has always been about human-to-human contact. Shaking hands and kissing babies is an essential part of the job. In the absence of that, candidates absolutely have to communicate consistently and authentically. Canned talking points just aren’t going to cut it. People are dealing with social isolation, the loss of jobs, and the stress of a global pandemic—they want their candidates to reflect that in an empathetic, relatable way. Candidates need to use social media and other tools to amplify their message and show that they are human. In an age of fake news, opinion as fact, and Covid-19, voters want candidates they can trust and that they feel are knowable. It’s not easy, but it’s the path to success.”
Crystal Richard, President, Crystal Richard & Co
“If 2020 is the year of unprecedented things, well, September’s New Brunswick election is yet another addition to the list. This election, candidates are facing unique challenges they never could have expected, most notably limited in-person contact. So what’s my one piece of advice for candidates during these crazy times? Focus on your story. We all know that people buy from people they like and trust. I’d argue this notion also applies to who you vote for in an election! It’s one thing to make campaign promises and offer the solutions you’re going to provide to the problems your riding and province faces, but that’s not how people are going to get to know you on a personal level.
You have to share your story with them and that will lead to sharing your WHY. Chances are, you chose the party you’re running in for a reason and it’s based on your beliefs and values. Share with voters why you are passionate about your platform. Are your priorities based on your own experiences as a New Brunswicker? Are the problems and hardships you are hoping to solve experiences that you or your family have personally faced? I know that for some, it can be hard to get personal but trust me – helping voters understand how you got to where you are today and why these issues matter to you is the key to connecting with them and securing their vote. If they can feel like they know you on a personal level or relate to you, your odds of getting elected will increase exponentially.”