Communicating During an Election Year
A warm sun will remove a jacket more effectively than a strong wind.
― aesop’s fable
In any presidential election year, our country can feel more fractured than ever. Differing opinions, positions and agendas often breed a hostile environment. It’s wise for organizations to prepare for a turbulent path.
No matter where you may personally stand on issues behind the scenes, your organization should keep one priority in mind:
How do we emerge from an election year holding onto our vision, mission and values, while also upholding a biblical example?
To stay the course, your organization needs a predetermined posture and practice for how you will navigate these times.
Now is the time to evaluate and make certain that your messages are relevant, support your brand and reflect Christlike behavior—regardless of what happens or is said in the political arena. Here are a few questions you can ask as you prepare:
1. Is our FOUNDATION strong?
Review, refresh and remind your team of your vision, mission and values. Ask yourselves: What is the primary reason we exist and do the important work we do? What are our objectives, motivation and core principles for how we operate? Answers to these questions are your north star for all your decisions and communications.
2. How do we want to be KNOWN in the future?
What does your organization want to be known for in five, 10 or even 20 years? The answer to that question should determine what level of political involvement (if any) aligns with your mission. Consider any adjustments to your communications that should be made to ensure your long-term goals aren’t derailed by a temporary, off-brand topic.
Remember that even a single statement can have a lasting impact on a leader’s legacy, so it is equally important for individuals to do this exercise. What might you say differently if you knew it would become the last thing you were known for as a leader?
3. How do we stay FOCUSED?
Once you are fully clear on the foundation and future of your identity, how do we make sure no one takes us off course? There will be many instances when you are tempted or baited to get involved in topics and issues that are not the focus of your mission.
Be true to who you are—and who you are not. You lose power, authority and weight when you are not authentic or wade into topics that are not part of your expertise.
Remain hyper-focused on your organizational compass, brand, audience and what makes you distinct. Where do you have significant credibility and experience to speak to an issue? Remember, it’s OK to “miss out” on news coverage or not be a part of a conversation if it’s not related to your vision, mission and values.
4. Are we clear on our MESSAGE?
Your organization’s key messages should form the basis of all your communications—clearly and concisely communicating who you are, what you do and why you exist.
Be aware of how certain words and phrases may be interpreted—especially in light of political motivations of the moment. Consider the context of the cultural temperature, institutional dynamics, socioeconomic factors, regional norms and news of the day. If you need to adapt, be willing to adapt. But stay focused on what will connect with the head and the heart of those you are trying to reach.
5. How can we strike the right TONE?
It is easy for the right message to be drowned out by the wrong tone. Your communication should reflect your organization’s voice in a real and considerate manner. You’ll never win the trust of others or persuade them through demands or criticism.
Even if you feel attacked or criticized, resist the temptation to defend yourself in a war of words. Often when you engage critics you simply elevate their platform and make others aware of their message.
6. How can we be bold and DECISIVE?
When organizations draw a line, there will inevitably be people to the right and left of that line—perhaps even within your staff. Once you define your position, posture and practice, be confident and courageous enough to hold that organizational stance in the face of adversity, while still demonstrating love and civility.
7. Have we considered THE LAW?
Remember that nonprofits must abide by the U.S. law that states:
“Under the Internal Revenue Code, all section 501(c)(3) organizations are absolutely prohibited from directly or indirectly participating in, or intervening in, any political campaign on behalf of (or in opposition to) any candidate for elective public office…a section 501(c)(3) organization may not publish or distribute printed statements or make oral statements on behalf of, or in opposition to, a candidate for public office. Consequently, a written or oral endorsement of a candidate is strictly forbidden.” —IRS.gov, “The Restriction of Political Campaign Intervention by Section 501(c)(3) Tax-Exempt Organizations” and “Endorsing Candidates for Public Office”
The First Amendment does grant an individual the right to express his or her own political beliefs. That means leaders or staff members associated with a nonprofit can express support for a candidate or public policy if they are speaking for themselves.
However, partisan comments cannot be made at an official organization function, within organization publications, or imply they are being said on behalf of the 501(c)(3) organization.
Tread carefully. More often than not, when you are associated with an organization, what you say is seen as a representation of that organization.
8. How are we being A BEACON of light and Truth?
Biblical qualities and standards of unconditional love, kindness, humility and selflessness are now rare in our culture. As such, these characteristics can be the balm a tense atmosphere desperately needs—and perhaps engender some receptiveness from those who take a different position.
How we respond to the heated rhetoric during this election will speak loudly to an unbelieving world. Have courage to stand for your core organizational beliefs, but do so with humbleness, empathy and compassion.
How can you bring light into the world, and encourage charity and civility with your audience and the nation?
Encourage Christlike behavior like peace, patience, self-control (Galatians 5:22).
Remind Christians that we are called to pray for those in authority, regardless of their political affiliation (1 Timothy 2:1-2).
Assure people that God is always sovereign—our hope is not found in any political party or politician (Colossians 1:16-17).
BOTTOM LINE: It’s all about alignment.
In the face of an election year, staying true to what you want to be known for and what you are actually doing is more important than ever.