Navigating the run up to the general election

The Government guidance indicates that ‘essential’ national campaigns - for example health and safety, recruitment and public health campaigns - may continue (with agreement from Government Communications Services (GCS)).

So too can pre-existing local campaigns on important issues like foster care, recycling and recruitment – that are essential to the smooth running of core public services and are not deemed likely to influence the outcome of the election.

So, focus your efforts on your ‘essential’ campaigns. Use the extra time and headspace to make them as effective as possible. Review your analytics, identify where you can make optimisations and implement these improvements. Create additional content and assets to refresh your campaigns and improve their performance.

If you’re not sure if your campaign is ‘essential’, then check with GCS. For clarity, if a campaign could be deemed likely to influence the outcome of the election, then you should stop or postpone it. For example, if the campaign is on an issue which has been the subject of political debate.

If in doubt stick to the facts. The guidance states that all communications should be kept to matters of fact. So, if you’re not sure what you can and cannot say, simply stick to the facts of the matter.

Use any data at your disposal to create compelling factual content for your social media channels.

If you're required to do any publicity relating to policies and proposals from central government, ensure they're balanced and fully accurate.

Use the time wisely and plan ahead, so you’re ready to go as soon as parliament is back sitting. If you don’t have an up-to-date comms plan – work on this. If you do have a plan, think about how it might need to change depending on the outcome of the election. Review the political parties manifestos to consider how they might impact your priorities.

Once you’re clear on what you’re priorities are – start actioning them. Use this time to write really good briefs, so you can get your projects started.

If you don’t have a preferred agency, use this time to find the right agency partner(s) for your brief(s). And get your agency(ies) underway! There’s nothing to stop you from getting your campaigns and content prepared, so you’re ready to go live in July.

Now let’s get to it...

If we can help in any way, please do reach out. Otherwise, we’ll see you on the other side!