A Crisis Communications Toolkit for Before, During and After Election Day
By Bruce Hennes, Hennes Communications
UPDATE: The piece below was written a few days before Election Day. We hope you agree it’s still worth a read. However, the polls are now closed, Election Day is behind us, most of the results appear to be uncontested, the U.S. Senate will soon be in the hands of the Republicans and Donald Trump will be sworn-in as President on January 20, 2025. Undoubtedly, you have friends, family, co-workers, clients and customers who might be feeling stress. Whether you’re helping yourself or others manage this particular kind of stress, here are a few links you may find to be helpful:
How to Talk to Your Team the Day After the Election (Harvard Business Review)
12 Ways to Manage Election Stress and Anxiety (Psychology Today)
How to Cope if the Election Didn’t Go Your Way (Time)
How to Talk to Coworkers About the Election (Bloomberg)
In the days leading up to and following an election, we all have a role to play in ensuring the integrity and stability of our democratic process. While election officials and public servants bear the official responsibilities, you can contribute to fostering an informed, patient and non-partisan atmosphere. This is especially critical in a time when misinformation can spread rapidly, and expectations for instant results can lead to confusion and distrust.
One of the most important things we can do is to help those around us—our friends, families, and co-workers—discern truth from fiction when it comes to election information. The fact is, American elections are structured with rigorous integrity, and understanding this is vital to maintaining public confidence. By promoting reliable information and clarifying common misconceptions, we can support a peaceful and transparent election process.
First, it’s essential to recognize that early voting results reported by television networks or online sources are unofficial. When networks like FOX, CBS, NBC, ABC and CNN report on election results as they come in, these are simply projections based on available data at the time. None of these networks have the authority to declare a winner. Only official certifying authorities—such as state and local election boards—have the power to certify and declare the final outcome of an election. This is an important distinction that, when properly communicated, can help manage public expectations and reduce frustration or doubt when official results take longer than anticipated.
Secondly, we must understand and share that vote counts, particularly in high-turnout elections, naturally take time. Factors such as absentee ballots, early voting, and mail-in ballots mean that an accurate count may not be completed on election night. This does not indicate that something is amiss; rather, it’s a testament to the thorough and diligent work that election officials do to ensure every vote is counted accurately. Setting realistic expectations can help prevent unnecessary anxiety and premature claims of fraud or misconduct.
There are excellent non-partisan resources available to help citizens communicate these facts effectively and support the work of election officials. For example, The Elections Group offers several toolkits that can provide useful insights and guidelines:
- Ballot Counts and Election Results Communications Toolkit: This resource provides guidance on how to communicate effectively about the timing and process of vote counts, emphasizing transparency and factual information. Access it here.
- 4 Tips for Communicating About Election Results Reporting: This toolkit offers practical advice on how to frame discussions around preliminary results and what to highlight when talking to the public. Access it here.
- Crisis Communications Toolkit: Given the potential for heightened emotions and misinformation, this resource helps outline a response plan for managing post-election challenges and communication strategies. Access it here.
As we move closer to Election Day and its aftermath, your efforts to share accurate, non-partisan information and support the work of election officials can play a significant role. Simple actions, such as encouraging others to verify their sources before sharing news and reminding them that the process of counting votes is meticulous and designed to protect the integrity of the results, help reinforce trust in the electoral process.
By serving as informed and reasonable voices within our communities, we can help maintain calm, promote understanding, and support the essential work that ensures our elections are fair and legitimate. Every conversation, social media post, and correction of misinformation contributes to a collective effort that upholds democracy. Let’s step into this role with clarity, responsibility, and unwavering support for the systems that have safeguarded our democratic principles for generations.