Michelle Johnston, CPRS Treasurer and Vice President, Communications at Syntax
Strategic
On May 7 I joined Natti Schmid, Elections Communications and Outreach Manager for
the City of Vancouver, and Caroline Dobuzinskis, CoDirector of Professional
Development for CPRS Vancouver, for a conversation about what really goes into
election communications. I want to give a big shout out and thank you to Caroline for
her work to organize and moderate this discussion, and to SFU Continuing Studies for
hosting and sponsoring.
Natti and I approached this topic from two very different angles, which made for a fun
and interesting dynamic. My perspective is shaped by years working with Liberal
politicians at the provincial and federal levels, and Natti brought deep experience from
the nonpartisan municipal world.
The room was full of communicators and public affairs professionals who were clearly
interested in the mechanics of elections and the role our field plays in supporting
democratic engagement.
Transparency and Trust in a Misinformation Era
In a crowded communications environment, breaking through the noise and reaching
the right people is a challenge – for everyone! But when it comes to voter engagement,
its especially important. Doing this well can build trust, and trusted sources help
overcome misinformation.
Natti highlighted the extensive planning that begins months before election day. Her
team focuses on simple, direct and accessible communications that reach people where
they already are. Clear information is the best tool for preventing confusion.
We also discussed the growing challenge of both misinformation and disinformation.
Monitoring emerging narratives, correcting inaccuracies without repeating them, and
helping voters recognize false information are now essential parts of any election
communications strategy.
Reaching Underserved Groups
Another important component is who you reach. Ensuring that underserved groups are
empowered with the information and tools they need to participate in the voting process
is essential for a healthy democracy.
Natti emphasized the importance of using a wide range of platforms. Not everyone is
online, and even for those who are, digital spaces are crowded. Community posters,
outreach through local organizations, multilingual materials and mailouts all help extend
reach.
On the partisan side, political parties also spend significant time thinking about how
people physically get to the polls. For some communities, this means arranging
transportation or identifying barriers that could reduce turnout. Increasing participation
requires intention from everyone involved in the process.
Coordinating Across Departments and Agencies
Like any major operation, election communications require coordination across many
teams. Natti spoke about the importance of ensuring that every group involved in
internal and external communications is aligned. A central source of approved
information and messaging helps leadership and frontline staff stay consistent and
confident in what they share.
Preparing for Crises
I like to think that the core principles of crisis communications can be applied across any
industry, which made this part of the discussion relevant for most people in the room.
We talked about what it takes to plan for a crisis, and the key internal factors for
success.
Natti noted that team dynamics matter as much as the crisis plan itself. Strong
relationships and trust allow teams to move quickly when something unexpected
happens.
From my government experience and current client work, I shared that effective crisis
planning includes scenario mapping, clear decision makers, predrafted messaging and
regular testing. You cannot predict every crisis, but you can ensure your team knows the
process when one arrives.
Takeaways
I really enjoyed being a part of this discussion, because the lessons apply far beyond
election offices and political parties. Many organizations communicate during election
periods to encourage participation, advance policy interests or help audiences navigate
complex information environments.
A few reminders to take away:
- Clarity builds trust
- Factual information needs amplification
- Reaching underserved audiences requires intention
- Coordination and preparedness are essential
Communicators play an important role in strengthening public trust and supporting
democratic engagement. Ahead of BC’s municipal elections this fall, this event was a
timely reminder of the impact our work can have.