Five Ways Election Coverage May Impact Earned Media Engagements
In what is already a closely watched election cycle across national, statewide, local and hyperlocal races and ballot initiatives, how might the 2022 elections impact earned media engagement? While certainly not all media are involved with covering elections and there will be non-election/political stories, the election will be the top story this week.
Here are five considerations related to media relations:
1. Networks will become “Election Central”:
National news and cable networks will preempt normal programming Tuesday evening to focus on election-related results, commentary and activities. For example, CBS News and stations will deliver live midterm elections coverage dubbed “The CBS News’ America Decides: Campaign ‘22” — with an election night special beginning at 5 p.m. ET on CBS News Streaming and on CBS TV from 8–11 p.m. ET/PT, and again from 11–11:35 p.m. ET for select CBS affiliates. More coverage will take place from 12:30–2 a.m. ET live across all time zones. Similarly, FOX will start at 6pm ET with 20+ correspondents, NBC, CNN, ABC and others all have special plans, while Bloomberg plans to run from 8 p.m. to 11 p.m. ET on TV, radio and QuickTake — Bloomberg’s 24/7 streaming global news platform. PBS has robust coverage plans too. Radio often simulcasts with other broadcast outlets and radio networks will cover Tuesday and after.
2. Special editorial focus: Online/newspapers/wires:
Like broadcast, many outlets will have live updates, breaking news alerts and interactive graphics/maps across digital and social networks about race results, candidates and election news. For many, particularly those with small staffs, reporters are assigned to cover races and candidates in lieu of their normal beats. While this doesn’t impact everyone on all media, it will dominate editorial coverage and consideration leading up to, on and after election day until results are finalized. Many outlets will rely on wire services like the AP to call races and share updates on races throughout the country. Photographers and multi-media staff will be spread thin — covering events, rallies and speeches.
3. Local broadcast, stretched staff:
Local broadcast outlets have a lot to cover with both national, local and hyperlocal races. Many local stations will preempt programming and/or cut into shows for key result updates. Lisa VanClevae, one of Weber Shandwick’s Integrated Media team members in St. Louis, shared her experience from when she worked at a local St. Louis TV station: she and peers would work 12 hours+ shifts and she didn’t respond to any emails that were not relevant to election coverage or sources she was seeking for election related stories.
During elections, local stations are stretched thin on staffing/crews to cover multiple races, along with other truly breaking news. Many local news organizations partner for election coverage given that there is often so much to cover. Overall, be mindful local broadcast media will be stretched thin and other stories will not be prioritized.
4. Post-election analysis:
Post-election day, there will coverage and conversation about results and implications for the country, states and local populations. Much editorial time and space will be dedicated to politics and the results post-election. This often includes op-eds from both editorial staff, columnists and political pundits or contributors. Expect post-election analysis to linger beyond November 9 and be mindful if there are stories specific to locations of hot-bed or contested races in cities and states. Even late-night and some daytime talk shows will look to election news to drive fodder, conversations and jokes. Further, former President Trump may announce his bid for the 2024 election sometime next week, which will spur an additional round of interest and reporting.
5. Media nose for news, voting:
Even for media with no direct changes to their coverage, reporters and producers may be consuming election news Tuesday, voting or otherwise engaged with elections. Take cues from social media feeds and recent bylines. Generally, if unsure whether to engage and not critical to do so on election day, it might be prudent to consider other timing.
About Weber Shandwick Public Affairs
Weber Shandwick is a global in-culture communications agency built to make brave ideas connect with people. The agency is led by world-class strategic and creative thinkers and activators and has won some of the most prestigious awards in the industry. Weber Shandwick was named to Ad Age’s A-List in 2020 and Best Places to Work in 2019. Weber Shandwick was also awarded PR Agency of the Year by Campaign US in 2021, honored as PRovoke’s Global Agency of the Decade in 2020 and PRWeek’s Global Agency of the Year in 2015, 2016, 2017 and 2018. The firm has earned more than 135 Lions at the Cannes Lions International Festival of Creativity, including 36 Lions in 2021 to become the most-awarded PR agency. Weber Shandwick also received Honorable Mention (and the only PR agency) on the Gartner Magic Quadrant for Global Marketing Agencies in 2021.
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Powell Tate is the Public Affairs Unit of the Weber Shandwick Collective. For more information, visit: www.powelltate.com
