A State of The Union Media Analysis: 5 Tips for an Impactful Strategy

By: Sharon Copeland, Vice President

Every election, lofty promises are made to address voters’ issues. The president’s State of The Union or a governor’s State of the State is an opportunity to reach constituents and provide a yearly status report on how they are delivering on their promises. While they are sure to tout their legislative achievements and victories, that only scratches the surface of the work left to be done. Companies, trade associations, and non-profit organizations who advocate for a wide swath of issues may have more to say on the progress made and action still needed. So, how do those groups make their voice heard in a sea of opinions?

Timing is Key

There is an uptick in online conversation the five days before and the seven days after. Beginning to engage around the SOTU a week prior allows you to lay the groundwork and contribute to the ongoing conversation. This period leading up to the speech sees heightened discussion among politically active individuals and industry insiders, providing an ideal opportunity to share your perspective. You can publish a current assessment around your issue set and what you want to hear from the President.

Ride the Wave of Interest

On the other hand, Google searches peaked in popularity the day after the SOTU for the previous two years. In fact, people searched for SOTU content three times more the day after the speech versus the day of. It is important to take advantage of peak interest by releasing summaries and responses to the speech, especially if your audience is comprised of voters.

Be in the Right Place

Often, organizations utilize cable and broadcast television to get their message out, however, we are increasingly seeing audiences turn to connected television (CTV). In fact, 41% of government employees and Capitol Hill staffers are more likely to consume content on CTV over traditional TV, and 25% of that audience is exclusively reachable on CTV. What’s more, digital video can expand your message further, as 81% of decision makers are reachable on this platform. A layered and optimized approach can ensure your message reaches the right people.

Capitalize on the Conversation

While the SOTU may emphasize accomplishments and ambitions, the online conversation often veers into political and personal dynamics, whether due to an ostentatious coat, an ill-timed heckler, or the polarized political climate. Over the past two years, issue-focused conversations centered around the war in Ukraine, Covid, energy, social security, Medicare, and inflation. If you drill into what legislators are talking about, their conversations over-index around infrastructure, drug pricing and insurance costs, Medicare, and social security. Tailor your messaging to align with both the substantive policy discussions and the broader political landscape.

Amplify Your Message to the Right People

When there are many voices clamoring for attention, strategically placed promotional campaigns can elevate your voice with the right people. Every plan should be unique to a specific organization’s goals. However, some tactics to consider are CTV and digital video advertising to efficiently capture audiences’ attention, Google search campaigns to lay a net for people searching for commentary, or contextually syndicated articles to hammer in headlines while influencers are reading relevant news. 

By implementing these recommendations, stakeholders can effectively navigate the complex landscape surrounding the State of the Union and leverage this critical event to advance their objectives with key constituencies