As the race for the White House ramps up with more rallies, interviews, ads, and debates, all eyes are on presidential hopefuls Donald Trump and Kamala Harris. The other half of their tickets–the candidates for vice president–don’t typically get as much media attention. However, this election year seems to be shaping up differently as both JD Vance and Tim Walz are finding themselves in the spotlight.
No matter which side of the political aisle you’re on, business leaders can learn public relations and communication lessons from both VP hopefuls.
Understand the value of local earned media
Both Walz and Vance leveraged news media appearances to garner attention and raise their profiles ahead of securing their spots on their respective tickets. Not only did they do national media interviews, but they embraced the value of local media where they could craft messages that would appeal to specific voter issues.
At Media Minefield, we’ve had potential clients question the value of local media interviews because they had national media aspirations. While there is value in national media attention, local media allows you to tailor your message to a particular audience. It also provides an excellent opportunity to get comfortable answering questions from journalists and being on camera.
Consider various media opportunities
Both candidates are bringing their messages to mediums that weren’t as prolific even four years ago. Online media channels and podcast interviews often offer longer interview opportunities without any editing, which is valuable for leaders who are concerned about a message being taken out of context. There are also podcasts and publications that appeal to nearly any distinctive audience. These journalists might better understand what you do and will likely ask more in-depth and technical questions, allowing you to explain a more complex topic or share more detailed messaging to better position yourself as a thought leader in your industry.
Use social media strategically
Younger generations expect access to leaders in a way we haven’t seen before. While social media may be responsible for that expectation, it offers an ideal opportunity to connect with this key audience. Both VP candidates are active on social media channels and business leaders must be as well, to ensure they have a platform to share messages for internal and external audiences.
While an executive’s social media can be used to extend the reach of company messages, it can also attract new employees. In fact, 82 percent of job seekers surveyed say they research a CEO’s online presence when considering if they should join a company; the company website and CEO’s LinkedIn page are the top two places they search.
Share personal stories
“You can’t sell anything if you can’t tell anything.” Beth Comstock, the former GE chief marketing officer said it best. While these politicians aren’t trying to sell something tangible like a B2C business might, they are trying to sell their policies, ideals, and messages to voters. By sharing our stories, we are building trust and allowing people to better connect with us. Whether you utilize earned or owned media to share more about yourself as a leader, it’s important to be authentic. Consider sharing stories about early in your career, how or why you founded your business, and even mistakes you’ve made along the way.
This election season, pay attention to how both parties use earned and owned media to rally their supporters and share their messages. And don’t forget to vote–every voice counts!
Kristi’s article was originally published in Inc. on September 18, 2024.