Mayor Mamdani’s First Day Offers a Case Study in What Not to Do in PR
New York City Mayor Zohran Mamdani offered a textbook example of what not to do in public relations on his first day in office.
Within hours of being sworn in, Mamdani took actions that reinforced his opponents’ long-standing criticism of him over his anti-Israel statements—criticisms many believe also fuel antisemitism. Most notably, he rescinded New York City’s adoption of the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism, according to The New York Times on January 7.
The IHRA definition outlines several forms of Israel-related speech it considers antisemitic, including accusations that Jews or Israel exaggerate or invent the Holocaust; claims that Jews are more loyal to Israel than to their own countries; denying the Jewish people the right to self-determination by asserting that Israel’s existence is racist; holding Israel to standards not applied to other democratic nations; comparing Israeli policy to that of the Nazis; and holding Jews collectively responsible for Israel’s actions.
As The Times noted, dozens of countries have endorsed or adopted the IHRA definition to varying degrees, including major cities such as Barcelona, Berlin, London, Paris and Rio de Janeiro, as well as U.S. cities including Dallas, Los Angeles, Miami and Washington, D.C.
In addition, Mamdani rescinded pro-Israel policies enacted by his predecessor, Mayor Eric Adams, including measures that barred New York City from participating in the Boycott, Divestment and Sanctions (BDS) movement against Israel.
Throughout his mayoral campaign, Mamdani faced accusations of holding anti-Israel and antisemitic views. By reversing these initiatives on his very first day in office, he played directly into the hands of his critics.
CNN reported that the moves “raised concern and criticism from some Jewish leaders.” In a social media post, Israel’s Foreign Ministry accused Mamdani of fueling antisemitism, while multiple Jewish organizations—including the UJA-Federation of New York and the New York Board of Rabbis—issued a joint statement criticizing the order for reversing what they described as “significant protections against antisemitism.”
Mamdani has long criticized Israel’s actions in Gaza, referring to them as genocide, and has said he would arrest Israeli Prime Minister Benjamin Netanyahu if he visited New York City.
As readers of my columns know, I have long argued that PR professionals can learn valuable lessons from political developments and apply them to non-political clients. Mayor Mamdani’s actions on Day One of his administration provide several such lessons.
Key PR Lessons to Remember
Controversial actions invite scrutiny. Clients with polarizing views should expect sustained criticism. A crisis response plan must be ready, but not every negative story requires a response unless it contains significant misinformation. Overreacting can lead to unproductive “he said, she said” coverage.
Actions matter more than titles. Mamdani’s immediate rescission of Mayor Adams’ initiatives echoes mistakes made by former CEOs at Boeing and BP during major crises—assuming authority alone would persuade the public. PR practitioners must remind clients that titles do not shield them from criticism, and controversial actions almost always lead to negative coverage.
Scrutiny increases with prominence. The more powerful the individual or organization, the more closely the media will examine their behavior. In a crisis, clients should be advised to act defensively and avoid unnecessary actions or statements that could escalate negative coverage.
The most significant PR error Mamdani made was prioritizing the reversal of pro-Israel policies on his first day instead of focusing on his core campaign message around affordability. Doing so created the perception—rightly so, in my opinion—that his anti-Israel positions outweighed other policy priorities. As of January 7, these actions continued to dominate media coverage.
Mamdani maintains that he is not antisemitic. However, in my view, there is little doubt that his statements encourage actions by individuals hostile toward Jewish people.
In one respect, Mayor Mamdani and President Trump share notable similarities. Both command extremely loyal followings. Both surprised entrenched political establishments with their victories. Both believe they alone have the answers—and that everyone else is wrong. These traits almost inevitably lead to sustained negative media coverage.
Don’t believe me? Ask President Trump.
Editor’s Note: CommPRO publishes a range of perspectives to explore how communications, media, and leadership intersect in real-time. This commentary reflects the author’s views and is intended to spark discussion around public relations lessons, not political advocacy.
