Rapid response has always been a critical piece of any campaign communications plan, but as we head down the stretch of this year’s midterm election the pressure will be on researchers like never before.
Not only are campaigns battling to be heard in an election cycle where heavy paid media spending will drown out some messaging, rapid response and comms staff are also contending with a messier social and digital landscape.
“I think the answer is a lot of researchers and a lot of really quick researchers who are willing to do the work in real time,” Rebecca Pearcey, vice president and head of political communications for Bryson Gillette, said in a recent interview with C&E.
Given there are more researchers on races now than there have been in past cycles, Pearcey said it’s critical to ensure your team is continually in position to fact check “both ourselves and our opponents, and are getting that information out in a in a way that people understand, can digest, and can see as actual information that is fact based.”
When it comes to the broader challenge of planning paid communications budgets and strategies for this year’s stretch run, Pearcey advises campaigns not to get too caught up in the shinier objects. While spending smartly on digital channels is important, campaigns shouldn’t be afraid to go old school if the demographics of the district call for it.
“If you are working in an older district, OTT and streaming and digital is probably not your best tactic,” said Pearcey. “It’s probably more like heavy mail and some Jeopardy and Wheel of Fortune at night. It’s sort of old school.”
Watch our full interview above for more on getting the midterm media mix right and how to be comfortable creating your own digital brand as an operative while still staying on message for a client.
