Public Relations
The Return Of Trump: What We Have Learned About PR, Communication, And Political Messaging
By Irene Mbonge
In the world of Public Relations( PR) and communication, few political figures have demonstrated the ability to dominate headlines, shape narratives, and sway public opinion like Donald Trump. His political career, marked by frequent controversies, bold statements, and a unique relationship with the media, offers valuable lessons for PR practitioners, communications experts, and anyone interested in the ways in which effective messaging can define public figures. With Trump’ s return to the political stage, running a successful( albeit controversial campaign), and taking the Presidency a second time despite all the controversies, we are presented with an opportunity to reflect on the ways in which his communication strategies have shaped global political discourse and how they can inform the future of PR practice.
1. The Power of Authenticity( or Perceived Authenticity)
One of the most remarkable aspects of Donald Trump’ s rise to political prominence was his ability to convey authenticity. Whether one agrees with his policies or not, Trump has consistently been perceived as " genuine " by his supporters- a quality that is often lacking in traditional politicians. This sense of authenticity is crucial in any PR campaign because it establishes trust. This is the same strategy employed by the Kenya Kwanza Government in Kenya in 2022, with the‘ Hustler narrative’. I digress. Back to Trump; his willingness to speak directly to his audience, often in an unfiltered manner, helped him build a loyal base of supporters who felt he was " real " in a way that polished politicians could not replicate.
From a PR perspective, the lesson here is that authenticity- whether through a politician, a brand, or an individual- matters. Today’ s audiences, particularly younger generations, value authenticity and are increasingly skeptical of overly polished, corporate-style communication. Whether through social media, speeches,
Authenticity- whether through a politician, a brand, or an individual- matters. Today’ s audiences, particularly younger generations, value authenticity and are increasingly skeptical of overly polished, corporate-style communication. Whether through social media, speeches, or interviews, the ability to communicate in an honest and direct manner can create a powerful connection with the audience. or interviews, the ability to communicate in an honest and direct manner can create a powerful connection with the audience.
However, it’ s also important to note that this authenticity can be double-edged. While Trump’ s bluntness appealed to many in his base, it also alienated others. This highlights the delicate balance PR professionals must maintain between authenticity and responsibility. The danger of alienating or polarizing large segments of the population is a significant risk when employing such a brash style of communication.
2. Leveraging Media( and Controlling the Narrative)
Trump’ s relationship with the media has been one of the most studied aspects of his public life. His mastery of media manipulation is a key reason behind his continued prominence. From the very beginning of his political career, Trump understood the power of media attention, and he strategically used both traditional and social media to his advantage. Whether through Twitter( before the rebrand to X) or through his frequent interactions with the press, Trump knew how to make headlines. His controversial statements- often inflammatory, bold, and sensational- would almost always be picked up by the media, ensuring his constant presence in the public eye.
In the PR world, this underscores the importance of controlling the narrative. Trump has often turned what could have been negative stories into opportunities to dominate the conversation. In PR terms, this is known as“ agenda-setting.” While the media might have been critical of his actions, the sheer volume of coverage he received created a feedback loop that reinforced his visibility.
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