A Post-election Guide for B2B Tech Marketers

Although the 2024 U.S. presidential votes have been tallied, the impact of our new administration is just starting to emerge. Public relations professionals and marketers across the country are monitoring possible changes and incoming policies, and the implications on industries including food, health and tech.

For communicators, the political landscape in 2025 will undoubtedly impact how we work to promote our clients, especially through earned media. Politics are likely to overshadow some of the typical news cycles, meaning reporters, especially on the national level, will be distracted by evolving legislative issues around healthcare, manufacturing, energy and other topics that intersect heavily with technology.

In a pre-election survey facilitated by our SHIFT team, just 33% of communicators said their company made the decision to externally address political issues regarding potential regulatory changes. And 38% believe they should be communicating more about regulatory changes that could impact their industry.

While this potentially opens opportunities for technology brands to share perspectives on policy changes as they evolve, it also creates a highly competitive landscape, making it more difficult to get the attention of media.

It will be even more important for communications professionals to build strong relationships with the right reporters, identify timely news hooks and help brands insert a compelling thought leadership voice into the conversation.

Here are a few tips to help guide your post-election communications strategy:

1. Take a Beat: Before jumping in, determine if your employees, investors or customers expect to hear from you on these issues. Can you add value to the conversation or offer expert counsel? Are you prepared for any potential backlash from speaking out?
2. Get Comfortable: If you answered “yes” above, start by preparing leaders or spokespeople with executive communications coaching, so they can clearly communicate the right key messages when talking to the media and other stakeholders.
3. Invest in Data-Driven Storytelling: Building trust as a thought leader takes time. Utilize data-driven insights to help stand out and create a more compelling narrative that resonates with target buyers and other stakeholders.

For more best practices on navigating your thought leadership strategy in an uncertain political climate, contact us.

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