What Halloween Teaches About Strategic Communications in a Politically Charged Moment
Note: Assistant advisor, Travis, lives where the headlines hit. He’s out there — camera in hand — capturing what Portland really looks like beyond the political fog. Watch for his photos throughout this post: real Rose City streets, real fall light, no filter and no spin.
When October rolls in, fog creeps across lawns, porch lights glow orange and haunted houses draw long lines. Inside, everything is designed to surprise: sudden sounds, hidden doors, costumed characters waiting to leap.
When a city is suddenly thrust into the national political spotlight — like Portland is today — the experience can feel the same. Rumors spread faster than a cold front. Outside voices crowd in. Headlines amplify drama.
In that moment, your communications must do the work of a good haunted-house host: set the scene, guide the path and keep people safe and informed — no matter who comes knocking.
1. Set the Scene Before Visitors Arrive
A haunted house isn’t improvised. Lighting, sound and safety routes are mapped long before opening night.
Cities can do the same.
- Own your story early. Share your city’s values, successes and everyday realities before outsiders shape the narrative for you.
- Publish a central fact hub. Provide clear data on public safety, economic indicators and city projects so residents and reporters can find trustworthy information at the source.
By preparing the stage now, you reduce the power of rumor later.
2. Light the Path and Mark the Exits
Great haunted houses guide guests confidently through each corridor. No dead ends. No mystery about where to turn.
For civic communications:
- Create a single “source of truth.” Host official statements, visuals and media Q&A in one clearly promoted location.
- Clarify contact points. Designate trained spokespeople and align messaging so every department speaks with one voice.
When the spotlight hits, a well-lit path keeps residents and the press from stumbling into speculation.
3. Prepare for Jump Scares
Even the best-planned haunted house has surprises — unannounced guests, power flickers, sudden screams.
Political attention brings its own jump scares: viral social posts, misreporting or sudden national commentary.
- Build a rapid-response team. Map who monitors social channels, who approves messages and who speaks on record.
- Draft adaptable statements. Pre-approved language that emphasizes facts and calm can cut response time from hours to minutes.
The goal isn’t to predict every surprise. It’s to know how you’ll respond when the unexpected happens.
4. Keep the Lights On Inside
No haunted house leaves guests completely in the dark. Staff carry flashlights. Exit signs glow.
Your communications should do the same.
- Stay transparent and visible. Offer regular briefings, livestreams or town halls so residents hear updates directly from you, not secondhand.
- Highlight daily life. Share stories of thriving neighborhoods, schools and small businesses that prove your city is more than a headline.
These steady signals build trust that outlasts any political storm.
5. Offer Treats Everyone Can Enjoy
A thoughtful host stocks candy for every diet and age.
Inclusive communication works the same way.
- Translate and caption. Provide materials in multiple languages and ensure ADA compliance.
- Share neutral civic resources. Post official links for public services, transportation or emergency contacts without partisanship.
The more accessible and welcoming your information, the stronger your community connection.
6. Close the Night and Learn
When the last guest leaves, a haunted-house crew sweeps the floors and notes what to improve next year.
Cities need the same wrap-up.
- Debrief and document. Record what worked and where gaps appeared.
- Keep communicating. The national spotlight will fade, but perception lingers. Reinforce your values and share progress updates to maintain trust.
Red Chair Recap
Political attention can feel like a haunted house: fog, noise and sudden scares.
But with preparation, clarity and steady guidance, your city can turn fear into confidence.
JayRay helps civic leaders and communicators light the path, calm the crowd and keep the story accurate — so the world can see the reality behind the headlines, not just the shadows.