No, you cannot sit out these next elections. There used to be a belief that businesses could, and indeed should, stay away from the campaign trail. Sure, they donate to candidates and often have lots of lobbyists. But, it was not seen as their role to try and support or strengthen the democratic process itself.
That all changed in 2020. Our communication firm, the Global Situation Room, Inc., spotted the trend early.
Ambassadors Eye Democracy
We polled 50 former American ambassadors and asked them what top global risks companies need to be prepared to take a public stand on during the year. Democracy and elections came back as the number-one issue.
At the time, I wrote about the surprising findings for Crisis Insider and National Public Radio. They generated quite a lot of debate. Many asked whether it was appropriate for the private sector to play such a prominent role in the public space.
Then we witnessed the riots of January 6 and efforts to overturn a free and fair election.
Business ended up being one of the most influential voices in helping pull the county back from the brink of democratic destruction.
Business leaders reminded politicians about the massive damage that could be inflicted on the economy. In addition, some donations were withheld from those who voted to overturn the will of the American people.
That help is needed again.
First, former president Trump has yet to relent on his claims that the election was stolen. This has further driven a decline in the number of Republicans who say they have faith in the outcome of 2024’s elections–now only 30 percent.
We are heading into our first federal elections since an unprecedented insurrection was mounted to overturn the last one. It is likely many of those same threats and themes will be used.
What Communicators Can Do
There are several ways that corporate communication shops can engage on this issue effectively.
First, they can undertake activities that promote voter registration and participation.
Second, companies can do a lot more to educate the public about the election process, such as how votes are cast and counted.
Third, yes, it sounds corny, but we could use some of those patriotic campaigns that remind Americans of all we have in common and how we always respect the results.
-Brett Bruen
Brett Bruen teaches crisis at Georgetown University and served as President Obama’s director of global engagement.
He is president of the Global Situation Room.