General Election Ireland: PR Lessons for Brands from the Campaign Trail

It’s been hard to avoid. On Friday, Ireland goes to the polls after a long-anticipated but relatively short-lived General Election campaign that has dominated our screens, radios and social channels.

Unsurprisingly, the latest election campaigns have been polished to a tee. From crafting snappy slogans to deploying influencers – a new development – these campaigns are a masterclass in attracting eyeballs and achieving cut-through: pillars of the PR industry.

So, what can PR clients and brands learn from political campaigns?

Get your messaging right

Election campaigns are built around easy-to-remember phrases that make a clear point and stick in voters’ minds. Phrases as simple as ‘Yes We Can’ or ‘Moving Forward Together’ are less about policy and more about establishing emotional connections. The lesson for brands here is to keep your message short, simple and positive.

A great example from the world of marketing is Guinness’ strapline ‘Made of More’ which packs a lot of meaning into three words: quality, ambition, craftsmanship, depth, durability. Just like a political phrase or soundbite, it’s concise but packs an emotional punch.

Whether it’s an advertising tagline or a PR headline, the ability to distil a complex and wide-ranging brand promise into a line that’s impactful and memorable is a winning strategy.

Be ready to react

Election campaigns are fluid to say the least. Things happen and they can escalate very quickly, especially in today’s social media-driven news agenda. The best campaigns are built to be robust. PR has a major role to play here in the form of a crisis management plan, always on the look-out for signs of trouble and ready to shift the narrative.

PR agencies do a similar job for their clients every day of the week. (Well, as seldom as possible but always ready.) We’ve seen plenty of examples over the years of Irish brands that have faced a public backlash and used clear, decisive and transparent communication – crisis 101 – to regain trust. By being prepared and engaging quickly, companies can weather a storm.

Making a real connection

Winning elections isn’t just down to policies; it’s about personality too. Candidates try and connect with their voter base and floating voters by presenting themselves in the best possible light: authentic, relatable, real.
In the brand world, a strong and genuine identity can also help to resonate.

Barry’s Tea is a good example here, one of the most quintessentially Irish brands on the shelf which leans strongly into its heritage to connect with customers. In everything the brand does – nostalgic advertising, community initiatives, sponsorships, social campaigns – Barry’s Tea ensures its customers feel a sense of belonging and trust.

Targeting youth

Targeting the young vote is crucial in any political campaign. It came as no surprise to see both Taoiseach Simon Harris and Sinn Fein’s Mary Lou McDonald dancing with Monaghan business owner Helen Drumm from Sound Quality Gifts – a prominent TikToker – on the campaign trail. You have to meet your votes where they are and, for many younger voters, that’s on TikTok and Instagram.

Of course, brands have been wise to this since Facebook, then Instagram, then TikTok, came along. Look at how AIB’s ‘Backed By AIB’ campaign cleverly uses social media to engage Gen Zers with tales of entrepreneurial success, aiming to foster strong, possibly lifelong connections.

Tapping the power of influencers

In the very early days of influencer marketing, it would have seemed outlandish to think that influencers would play a starring role in a General Election campaign. But that’s what we have seen, and it makes sense – trusted, familiar faces can really boost credibility and unlock new audiences.

Influencers are now an indispensable part of any brand’s marketing mix, and the results can be outstanding. Last year, Bord Bia partnered with Irish chefs and influencers to promote local food and sustainability. It was an inspired move, connecting with a wide audience while staying true to the brand’s original ethos.

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A post shared by Bord Bia – Irish Food Board (@bordbia)

As with all successful influencer partnerships, the key is finding content creators whose values genuinely align with your brand. That’s what makes it credible.

Appealing to emotions

When it comes to decision making, never underestimate the power of emotion.

We humans very often go with our gut! That’s why political campaigns frequently use classic storytelling techniques to emphasise the ‘human’ characteristics of their candidates – appealing to our emotions and rallying people to a cause.

The most successful PR campaigns do the very same thing. Again, look no further than AIB whose ‘Heart of Community’ campaign focussed on stories of local businesses overcoming challenges, succeeding against the odds, keeping going. It not only got audiences invested but hinted at a wider movement; being part of something. A great storyline.

A PR strategy for your campaign

A General Election campaign really demonstrates how PR and communications can shape perceptions and encourage action. Connection is everything. While brands in the consumer space are not trying to win votes, they also need to win the trust of their public in order to build lasting loyalty.

From developing clear, consistent messaging to telling stories across multiple creative platforms, Irish brands can learn a lot from the way political campaigns are run. Here at Cullen Communications, we specialise in helping brands connect with their audiences through impactful PR strategies – if your brand needs a better connection, we’d love to chat.

About the author

Aoife McDonald is an Associate Director with Cullen Communications, working with clients in branding, lifestyle, sports and sponsorship