September 5, 2025
Challenge: In a climate of heightened scrutiny around election security and rampant misinformation, PLEJ sought to establish itself as the leading authoritative voice on election administration and safety. The organization needed to build trust with both the media and the public, ensuring that accurate information about election processes and safeguards was widely available.
Strategy: Vrge Strategies developed a comprehensive communications strategy with a dual-track approach: proactive media engagement and robust crisis preparedness. The plan positioned PLEJ as the “grand central station” for election trends and expertise, leveraging relationships with top-tier journalists, a network of expert voices, and comprehensive resource toolkits for election-related communications.
Execution: In less than three months, Vrge Strategie executed a rapid, results-driven campaign.
- Media Training: Dozens of PLEJ members participated in specialized media training sessions to prepare for high-stakes interviews and public statements.
- Crisis Communications Planning: Developed messaging, talking points, social media content, and detailed “tick-tock” plans for more than two dozen potential election-related crises—ranging from natural disasters to ballot box fires.
- Proactive Media Outreach: Engaged more than 200 reporters across national and local outlets, building relationships and securing coverage. Conducted dozens of interviews with reporters ahead of Election Day, arming them with accurate information and preparing them to counter misinformation and disinformation.
- Media Roundtables: Hosted two high-impact roundtables in the fall of 2024, attracting over 50 reporters from leading outlets including the Associated Press, Bloomberg, CNN, Axios, Politico, ABC News, NBC News, NPR, The New York Times, USA Today, and The Washington Post.
- Election Day Triage: Managed real-time media requests and fact-checking during Election Day and night, addressing polling glitches and swiftly countering rumors from social media, policymakers, and commentators.
Results: The campaign delivered extraordinary results in a remarkably short timeframe. PLEJ became the go-to resource for the nation’s top elections reporters, securing coverage and expert commentary in USA Today, The Washington Post, CNN, NPR, Cox television stations, and more.
Stories featuring PLEJ or its members generated over one billion impressions, with the organization cited or mentioned in more than 500 stories.
However, the true measure of success was seen in the crises that didn’t escalate. PLEJ members – such as those in Milwaukee and Clackamas County – were fully prepared to address voting machine issues, reassure citizens and the media, and maintain transparency. Their readiness and the trust established with reporters helped prevent the spread of rumors and misinformation.
And on Election Day, PLEJ fielded dozens of media inquiries to fact-check emerging rumors, providing timely, accurate information that quashed potential misinformation before it could gain traction.
Representative Coverage
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