07/08/2014 02:40 pm ET Updated Sep 07, 2014

What Are Crucial Comms Strategies to Cut Through hte Noise Before the Midterms

The midterm electorate is comprised of the most passionate voters - devoted and engaged political activists who write letters to editors, blog, volunteer on campaigns, and take part in other civic endeavors. They are at the epicenter of the US political ecosystem.

This year, there will be a tsunami of attention on six key US senate races in North Carolina, Arkansas, Louisiana, Arizona, Kentucky, and Montana. As Republicans try to wrestle control of the Senate from Democrats, millions will be spent on ads from campaigns and third-party super PACs, and news coverage will be intense. If you want to break through the clutter, you should start in these critical states.

One of the most effective and cost-effective ways to make yourself heard ahead of the elections is to invite candidates together or separately to come to your facility and promote the visit on your communication platforms.

Also, invite an independent organization to your offices to register employees to vote. This will make it clear to candidates and their employees that you and your organization care about policy issues.

Run thank you ads in local news outlets and online and take care of your legislative champions by helping them win re-election by placing local ads in town newspapers and digital platforms.

Deliver PAC checks locally. All politics is local and it is important for candidates to connect PAC resources with local voters and constituents. Finally, increase digital engagement by delivering your messages to current and potential supporters through promoted social tweets and posts.

This first appeared in the 06/28/2014 edition of PR Week.