Our democracy is in danger. Who would have thought that an armed mob of citizens would attack the capitol with the support of the President of the United States?
Regardless of your political views, chances are you see our democracy as problematic.
According to a 2020 Pew Research Center survey, six out of 10 people in the United States are dissatisfied with the way democracy is working in the country. Since it sounds like democracy is experiencing a brand reputation crisis, might we suggest a PR campaign to revitalize it?
Here are some recommendations.
Public sentiment is everything
In order for democracy to work, it needs support from those participating in it.
To quote Abraham Lincoln, “Public sentiment is everything. With public sentiment, nothing can fail; without it nothing can succeed.” While this line may be well-known, what he said next directly relates to the function of public relations.
“Consequently he who moulds public sentiment, goes deeper than he who enacts statutes or pronounces decisions,” Lincoln said. “He makes statutes and decisions possible or impossible to be executed."
If the current public sentiment towards democracy continues to trend negatively, then sound governance will only decline as well. This will create more cynicism and dysfunction. Essentially, it will become a vicious cycle.
Laws and statutes won’t save democracy; only the people have that ability. And it’s time that is communicated properly. After all, this is a “government of the people, by the people, and for the people,” is it not?
Start with employee advocacy
If democracy were a company, then its employees would be elected officials: the ones responsible for making it work. That means these leaders must be relentless in bolstering the value democracy brings to its citizens.
Those who are in the public’s eye should message around democracy, not just bring it up whenever there is a perceived “constitutional crisis.” In other words, make it a point to highlight when democracy is working smoothly. Write an opinion piece about something functioning well. Use social media to keep the positives of governance in the forefront and not just gripe about the latest problem. Proclaim and rejoice in its worth because, indeed, this land was made for you and me!
The messaging coming from those we elect should be focused on advocating for the value of democracy, not just defending it when it’s vulnerable. As it’s often pointed out in politics: If you don’t define yourself, someone else will do it for you.
Here’s to social media: bottoms up
There is debate over whether social media is healthy for democracy, but there’s certainly no denying the power of these platforms to fuel grassroot movements. While elected leaders should be stalwarts of democratic values, in today’s media landscape those without power still have the ability to influence. After all, isn’t that what democracy is all about?
Brand ambassadors can be effective in the corporate and non-profit worlds. So if you are one of the 40 percent who still believe in fighting for democracy, use the tools you have. Maybe the next “bucket challenge” for democracy will come from you.
If democracy truly is in a crisis, then it is our duty and privilege to do all we can to protect it. Time to start communicating that.