Before the ballots were counted and the results were in, Americans began to unravel the political, cultural and social complexities that will follow this election. With the nation so divided and the campaign feeling like an intense showdown, expect half the population to be troubled while the other half is applauding.

For business leaders and communication professionals, this post-election period may feel like walking a tightrope. While some leaders may choose silence, effective communication during these uncertain times can present an opportunity to improve trust with employees, consumers and the public. Moving forward after the election season involves a mix of reflection, strategic planning and proactive engagement.

A recent Morning Consult survey, conducted just after the election was called, reveals that, “A clear majority of Americans of every age, gender and party affiliation think businesses should take either a neutral or no action at all in response to the election. More partisan displays of political engagement, such as commenting positively or negatively on the outcome of the race, are decidedly less popular.” They note that nearly two in three Americans want businesses to stay out of politics.

So, where do we go? Take a moment to reflect on the election results and what they mean for your industry and community. Understanding the current political and social climate will help you navigate future challenges and opportunities.

Reach out to your customers, clients and stakeholders. Ask for their feedback and insights about their needs and expectations in this new context. Engaging in two-way communication can strengthen relationships. Revisit your marketing and communication strategies to ensure they resonate with the present environment. Consider adjusting your messaging to reflect current values and concerns.

Share valuable information that helps your audience navigate the post-election landscape. Whether it’s about upcoming trends in your field or broader information, valuable content can position you as a trusted resource. Look for ways to support local initiatives or causes that align with your values. Community engagement not only boosts your reputation but also builds stronger connections.

Stay alert to changes in consumer behavior and societal shifts. Being adaptable and responsive will help you stay relevant and competitive. Your focus should remain on being a steady, authentic presence that respects the moment.

Now is a great time to brainstorm new ideas or improve existing products and services based on the feedback and insights you receive from your audience. Businesses that deliver consistent, stress-free, universally accessible experiences in the midst of this rapid change will find receptive audiences. By taking proactive steps, you can position yourself and your organization for success in the evolving post-election landscape in 2025.

Involve public relations professionals in your decision making. Too often, public relations professionals are brought into decision making too late. What looks amazing to your marketing team may be an obvious unforced error in the eyes of experts who understand the broader community and political landscape.

Consider your messaging. Will it resonate with your customers or clients? There’s a fundamental question that must be asked when communicating — is this focus related to my business’ core function? If the answer is no, there’s a strong case to be made for not risking getting burned. Emphasize community in messaging. Any external and internal commentary related to the election results will be more powerful when focused on the importance of community and unity.

What’s next? Dr. Martin Luther King, Jr. said it best when he observed that we can choose chaos or community. I know what I choose. Community. Every single time.

Stacy Cornay is the owner of Communication Concepts Public Relations & Advertising. She may be reached at 303-638-7127; scornay@comm-concepts.com; www.comm-concepts.com; Facebook.com/Communication Concepts; X @CommConceptsPR; or Linked In.