In Politics Or PR: Never Assume
There are differing views as to whether the people of America got the ‘change’ they voted for when President Obama won the first of his two terms of office. The fact that he beat Hillary Clinton, who at the time was the shoe-in candidate to the Democrat candidacy, was not predicted.
With Donald Trump now the last man standing as the Republican candidate for President, it would certainly seem as though a lot more change is potentially on the horizon, especially if he is successful in his bid to be President.
The same kind of upheaval has been noted in British politics lately: the rejection of the mainstream/establishment in favour of the maverick. The thought of Jeremy Corbyn as Labour leader or Tessa Jowell not winning the Labour mandate to stand for Mayor of London all seemed highly unlikely before they happened. The same goes for the close result of the Scottish referendum. Initially it was assumed that it would just be a small but vocal minority voting ‘out’. This has ramifications for the upcoming EU exit vote in June.
So what’s changed, or is changing, and what lessons does this have for communications?
I think the biggest lesson for organisations communicating with their public is never assume!
In order to communicate well, you need to be able to listen well. You need to be willing and able to find out what people are thinking and not just assume you know or worse, assume that the general public will agree with you, or think as you think.
There is also a palpable sense of ‘backlash’ in the air at the moment. Something I last sensed as a young person back in the day. There is a movement , which is starting to reject the mainstream or the mainstream-isation (sorry, making up words now!) of subculture or counter-culture. Again a valuable lesson for communicators, who could find their messages landing well off-course if they try to jump on a bandwagon where they are not necessarily welcome.
There’s a lot to be said for ‘sticking to your knitting’ as a former client used to say. Remaining true to your (organisation’s) values, listening to your audiences and never assuming would be the most valuable lessons in navigating today’s choppy waters.
My prediction for the June referendum? Of course, I’m not assuming, but I do think the result will be much closer than people think.
Donald Trump, EU referendum, hillary clinton, Jeremy Corbyn, obama