Election season. The media have barely recovered from covering the US election and now have plenty to report on at home. Unless, of course, Trump suddenly announces his controversial revised travel ban. Never a dull moment with President Trump. It is amazing. Or sad. It depends on whose side you are on.
On Wednesday 15 March 2017, the Netherlands will head to the polls in large numbers — at least, that is the intention. In practice, not everyone exercises their right to vote. Turnout at the 2012 parliamentary election was particularly low. Plenty is being done to encourage participation. You can hardly turn on the television without seeing a political debate, campaign advertisement or talk show featuring party leaders. Although research reported by NU.nl suggests politicians’ television appearances do not affect voting behaviour, that does not stop the parties.
The election campaign
Parties do more than compete through their own campaigns: they also respond to their opponents’ advertisements. Topics such as party leaders coming under fire can provide opportunities for organisations to join the conversation. Businesses are generally cautious, however, about expressing political preferences or suggesting one through their message.
Closer to home
During the US election, brands and others responded to the news in large numbers, often with wit. The Netherlands joined in too: remember LuckyTV’s singing Trump and Clinton? Yet responses to our own election have been relatively limited, apart from the brilliant Kamergotchi created by Arjen Lubach and his team.
With a few days still to go, that leaves opportunities for organisations. As we know, anything can happen during an election campaign. Nothing is certain until the results are announced.
Why respond to current events?
Responding to a current event, in this case an election, shows that your organisation understands what is happening in society. Last week, Progress Communications joined the election conversation with our client Indeed, the online jobs site, through representative research into how labour-market issues influence eligible voters.
A few tips: be quick, because you are not the only one hoping to attract media attention. Be original. And, equally importantly, be relevant. For inspiration, take a look at some of the most entertaining responses to the US election.
If you need help, our PR agency would be happy to explore how your organisation can respond to the news, with sound advice and the right content.
Inger
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