Rapid response has always been an essential part of any campaign communications plan, but as we head into this year’s midterm elections, the pressure will be on searchers like never before.
Not only are campaigns struggling to be heard in an election cycle where heavy paid media spending will cover some messages, but rapid response and communications staff are also grappling with a messier social and digital landscape.
“I think the answer is a lot of researchers and a lot of very fast researchers who are ready to do the work in real time,” said Rebecca Pearcey, vice president and head of policy communications at Bryson Gillette, in a recent interview with THIS. .
Given that there are more racing researchers now than there have been in previous cycles, Pearcey said it’s critical to ensure your team is continually able to verify. the facts “both ourselves and our adversaries, and that we disseminate this information in a way that people understand, can digest and can see as real information based on facts.
As for the larger challenge of planning budgets and paid communications strategies for this year’s race, Pearcey advises campaigns not to get too caught up in the brighter stuff. While it’s important to spend smart on digital channels, campaigns shouldn’t be afraid to go old school if district demographics call for it.
“If you work in an older neighborhood, OTT, streaming and digital probably aren’t your best tactic,” Pearcey said. “It’s probably more like heavy mail and Jeopardy and Wheel of Fortune at night. It’s kind of old school.
Watch our full interview above to learn more about the right medium-term media mix and how to be comfortable building your own digital brand as an agent while staying in tune with ‘a customer.