During the US presidential campaign, Anti-PR strategies can help FinTech companies maintain visibility and trust, leveraging crisis management and media algorithms to navigate political chaos and economic concerns.
Amid the 2024 U.S. presidential elections, the media landscape is expected to become increasingly chaotic, with political coverage dominating the airwaves. Navigating this is a unique challenge for business leaders and FinTech companies: How can they maintain brand visibility and consumer trust while avoiding getting dragged into the political arena when the media’s focus is elsewhere?
The answer lies in Anti-PR, a strategic approach that uses crisis management and media algorithms to create resilient publicity. With economic issues like inflation topping voter concerns, disruptive companies —especially those with innovative solutions— have a unique chance to become trusted voices, providing clarity and leadership during these volatile times.
Navigating Media Noise During Election Season
The 2024 elections are anticipated to create an intense media environment where political stories overshadow other news. This media frenzy can make it difficult for businesses to break through the noise, even with well-crafted messages.
Adding to the difficulty is a recent survey that found only 41% of Americans believe that companies should take stances on sociopolitical events; that number drops even further regarding political candidates, where only 30% think brands should address them.
Staying clear of the political arena is becoming increasingly challenging for companies, as media coverage amplifies the noise around such issues. Avoiding communication during this period can seem like the smart thing to do, but that might not always be the optimal strategy for businesses that are in industries so heavily affected by public opinion such as FinTech and IT.
The Role of Economic Concerns in Shaping Consumer Behavior
A poll published earlier this month revealed that inflation tops the list of voter concerns, with 64% of respondents identifying it as a major problem. There’s a growing interest from the public and decision-makers regarding economic issues.
Small and medium-sized businesses (SMBs) are also closely watching this year’s election. In fact, 45% of CEOs are worried about inflation, a significant increase from 27% in winter 2023. (1) Additionally, 55% of small business owners believe that candidates are not addressing the main issues affecting their companies, while 73% feel that candidates are not adequately addressing inflationary pressures. (2)
This has created a specific vacuum that business leaders must fill. FinTech companies should align their messaging with the economic realities faced by their consumers. This alignment is especially critical for B2B companies because their clients, other businesses, are directly impacted by economic fluctuations and policy changes. By demonstrating an understanding of these pressures, companies can position themselves as vital partners in navigating uncertain times.
During these times, decision-makers are looking for answers and most of them believe that innovative companies, especially those related to technology, understand what’s going on. That’s why it’s such a big opportunity to impact people’s opinions.
By acknowledging and addressing these issues, businesses can resonate more deeply with their audience, even in a politically charged environment. However, this must be done carefully to avoid biased or potentially alienating segments of their customer base appearing.
Crisis Communication Strategies: The Power of Anti-PR
In times of political chaos, traditional PR strategies often prove ineffective, as they rely on outdated and rigid media cycles easily overshadowed. These conventional approaches can leave companies scrambling for visibility. To truly stand out and assert their influence amidst the noise, tech companies and businesses need a more dynamic and proactive strategy. This is where Anti-PR comes into play.
Unlike traditional PR, Anti-PR leverages crisis management techniques to create resilient, authentic, and consistent publicity. It achieves exposure and builds third-party credibility through strong relationships with the media, allowing businesses to stand out in a crowded space and ensuring their messages are heard amidst the election-related noise.
Anti-PR is not about avoiding the media but rather about engaging with it in an authentic way that resonates with the audience. For example, rather than issuing a standard press release, a FinTech company might collaborate with industry experts or thought leaders to produce content that offers genuine insights into economic issues. This content can then be distributed through media channels, prioritizing expert opinions over sensational headlines and ensuring the company’s message is heard.
Anti-PR encourages businesses to be proactive rather than reactive in their communication efforts. By anticipating potential crises or media distractions, companies can prepare their messaging in advance and ensure that it remains consistent, even in the face of unexpected developments.
Leveraging Data-Driven Insights and Media Algorithms for Strategic Communication
In a landscape dominated by political discourse, data-driven insights can be a powerful tool for businesses to fine-tune their messaging and ensure it resonates with their target audience. By analyzing consumer behavior, sentiment, and engagement patterns, FinTech companies can identify their audience’s most pressing concerns and tailor their communication strategies accordingly.
Moreover, data-driven insights can help businesses identify the most effective channels for reaching their audience. With traditional media channels likely saturated with election coverage, FinTech companies may need to explore alternative platforms, such as social media, podcasts, or niche online communities, to maintain visibility.
Anti-PR also leverages media algorithms, which is particularly relevant in this context. By understanding how these algorithms prioritize content, businesses can strategically craft their messaging to align with the types of content that are most likely to gain traction. This allows companies to cut through the noise of election coverage and ensure their messages reach the intended audience.
Building Resilient Publicity
One key benefit of Anti-PR is its ability to create resilient publicity that can withstand any turbulence, including the one being created by this election season. When media attention is fleeting, businesses need to focus on building long-term relationships with their audience rather than chasing short-term publicity.
This involves crafting narratives relevant to current events that resonate with the audience’s core values and concerns. For FinTech companies, this might mean emphasizing how their products and services contribute to financial stability, support small businesses, or address broader economic challenges.
If your technology is reshaping our economy, healthcare, financial welfare, or creating more jobs—essentially disrupting the status quo in these rapidly changing times—your story will captivate the media You have the chance to provide clarity in an uncertain landscape.
However, tackling economic issues during such volatile times is not to be taken lightly. A robust and strategic communication plan is vital to avoid common pitfalls, steer public discussion, and leverage third-party credibility. It’s about knowing how to push the right buttons to help the most people.
The Path Forward for FinTech Companies
As the 2024 elections approach, FinTech companies and business leaders must prepare for a challenging media environment. There will likely be significant shifts in consumer expectations, with economic concerns at the forefront.
To maintain credibility during this volatile period, FinTech companies must be vigilant in monitoring these shifts and adapting their strategies accordingly, which requires a delicate balance between addressing economic issues and avoiding the pitfalls of political discourse. While businesses need to acknowledge the challenges their consumers face, they must do so in a neutral manner and focus on providing solutions rather than taking sides in political debates.
By leveraging data-driven insights, adopting Anti-PR strategies, and maintaining a focus on economic issues, they can navigate the media frenzy and ensure their messaging resonates with consumers.
This period of political chaos presents an opportunity for businesses to stand out as voices of reason and stability. This approach allows the company to remain relevant and engaged with its audience while avoiding the potential backlash that can come from wading into political discussions.
By crafting thoughtful, authentic communication strategies, FinTech companies can maintain their visibility, build consumer trust, and safeguard their reputation during this turbulent time. In doing so, they will survive the election season and emerge stronger and more resilient in its aftermath.
Karla Jo Helms, Chief Evangelist and Anti-PR™ Strategist for JOTO PR Disruptors™
Karla Jo Helms is the Chief Evangelist and Anti-PR™ Strategist for JOTO PR Disruptors™. Karla Jo learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion—Karla Jo operates on the ethic of getting it right the first time, not relying on second chances and doing what it takes to excel. Karla Jo has patterned her agency on the perfect balance of crisis management, entrepreneurial insight, and proven public relations experience. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.