Communications lessons from the election season that everyone needs to learn

This election, whatever the outcome, marks a new chapter in American democracy. That’s because lies about our elections that used to be considered fringe are now mainstream, upheld by those in power and — let’s be honest — one of the wealthiest men in the world. As such, organizers, voting rights advocates, candidates — really everyone — have had to throw out the old playbook and reimagine new ways to educate and activate voters during this election cycle. 

As the communications backbone of the progressive movement, Spitfire has had a unique vantage point of what that evolution has looked like over the last 12-plus months. We’ve worked with hundreds of organizations on every issue under the sun as they prepared for this moment. And we’ve learned a lot. Not just about how we can realize the promise of a multiracial democracy but what this new reality means for our work as communicators for social issues moving forward. Here are some of those lessons:

Make disinformation a losing strategy. 

What we’ve learned: Lies about the outcome of the 2020 election radicalized many Americans and eroded trust in our institutions and democracy. People who were once fringe conspiracy theorists are now organized and well-funded, infiltrating every level of our society — from polling places and schools to the media ecosystem and beyond. The result has been a strategic assault on truth and our societal norms writ large. Even Americans who don’t believe in false claims feel less sure about our election processes because of the amount of news coverage they have received. 

What it means:Understanding mis- and disinformation, how it spreads, and why and what we can do to counter it is critical for every organization. Since 2019, Spitfire has worked with trusted partners in the civil rights space to counter falsehoods about the census and our elections to make mis- and disinformation losing strategies. What we’ve learned is that the best way to counter mis- and disinformation is to share as much truthful information as possible about our issues so that it’s harder for bad actors to flood the zone with sludge. Our messaging has to really stand out — GIFs, memes, videos, creative activations … we need it all — so that our facts are sticky and spread widely on social media. We also have to lean in on trusted messengers of all kinds because they are the most likely to reach moveable audiences effectively. 

Prioritize de-escalation and the need for safe civic spaces.

What we’ve learned: Polarization is at an all-time high, with nearly one-quarter of people in the U.S. reporting that they support political violence. People are rightfully nervous and scared. And while planning for the worst case is critical, to create the future we want, we need to rediscover and reinforce the norms of productive disagreement and respect across differences and commit to safe civic spaces where all people can participate without fear. Spitfire’s Best Case Scenario project brings together insights and experts from across political science, psychology, sports, faith and community power-building to create and support the use of actions, strategies and messaging that strengthen norms. 

What it means: We must establish a norm for engaging in civic spaces, such as treating others with respect and modeling healthy disagreement. Now is the time to emphasize that election officials are doing their jobs and that intimidation isn’t an acceptable community value. When responding to violence or intimidation, make sure your response is timely — not just fast — and verify information before sharing it. Consider who (specifically) your audience is, what they are feeling and experiencing, and the mediums and messengers to reach them. What is your ask of this audience? Read our team’s 5 tips on preparing for the election. 

Reclaim our values.

What we’ve learned: For decades, specific communities have laid claim to terms and ideas, like freedom and patriotism. While the movement may have pivoted — smartly — to other terms or ideas when needed, we have seen the resonating power of reclaiming these values and reception to a positive vision that says what we are for and how we can build a better country together. 

What it means: Reclaiming our values means more than countering and playing defense. It is a commitment to creating space for stronger connections with our audiences and not ceding ground to the opposition. Often, we have accepted the opposition’s frame and communicated on its terms. We must reorient our communications strategies and tactics to ensure the communities and clients we serve know what we’re for and know how these strategies and tactics guide our work and decisions. 

We all play a part. 

There’s one more thing that’s become clear across our work. 

We must also reassess our roles and responsibilities in the larger movement. We have seen the rapid mainstreaming of violence and vitriol to vilify those who are deemed to be “other.” We have seen the degradation of facts, trust and the infrastructure we rely on to deliver critical information. From reproductive freedoms to voting rights to diversity, equity and inclusion efforts on college campuses and in businesses, progressive values and priorities are under attack. Those attacks are not isolated in “red” states or certain issue areas. No one organization or issue movement can be successful on its own. Everything is connected, and we must work together to protect ourselves and our communities. 

Many may argue about the role they have in the work ahead because of their geography, issue area or proximity to the harmful policies, but the reality of our national politics and the emphatic ripples we have all seen and felt make it much less likely that anyone can sit on the sidelines. 

The coming election results will give us a clearer sense of the country and the conditions under which we will organize. Spitfire and our partners will be ready to support your needs and work with partners to help you prepare for 2025. And when you get a moment to take a breath, we hope you will agree that every individual, nonprofit, foundation and organization that aligns with progressive or democratic values should become more grounded — as Spitfire has — in the realization that we all have a greater stake in the work to preserve a democracy that affords us the opportunity to fix broken systems and make them work better for more people across the country.