PR Lessons From the Epstein Files Fight

My first public relations job was with a political shop, Earle Associates, where I worked on campaigns ranging from local assembly races to statewide and presidential efforts. The owner, Earle Foreman, was the nicest and most creative person I ever worked with. If he hadn’t died too young, I might have stayed in the political arena.

There were two takeaways from those political days that I used throughout my career and encouraged my teams to use. Think creatively, and don’t take your title too seriously. Clients don’t, and neither does the media.

Which brings me to the major mistakes made by the Trump administration during the lead-up to the Epstein files vote in the House and Senate.

Despite those mistakes and despite the overwhelming vote to release the files, there is still no guarantee of a fast release or a full release during the president’s term. More on that later.

The biggest mistake was President Trump’s belief that he could keep the Epstein files from ever being made public.

But others in his administration also acted as if they were omnipotent, particularly Attorney General Pam Bondi and House Speaker Mike Johnson.

Arguably the biggest PR mistake came when Bondi said in February 2025 that she had an Epstein “client list.” In July 2025 the Justice Department said a review found no such list and no evidence of blackmail. The PR lesson is simple. When one spokesperson says one thing and the department denies it, suspicion of a cover-up is immediate and damaging. Account teams must be consistent in media statements.

The PR trouble deepened when Bondi distributed a binder of documents she said contained new information about the Epstein affair. She later backed off her promise to release all the files when she learned they contained numerous references to President Trump. Never promise the media or a client that you will do something unless you intend to follow through. Failure to deliver creates distrust on both sides. Once it is said, it is on the record forever.

President Trump’s aura of invincibility was damaged when the House and Senate voted to release the files. A close second was Speaker Johnson. His months-long effort to block a vote failed.

That failure exposed him as a weak leader. He could not convince members of his own party not to sign the discharge petition, and he could not convince Senate Majority Leader John Thune to amend the bill after publicly insisting on changes.

“I talked to John Thune over the weekend. I just texted him. We’re going to get together. We’ll talk about this,” Johnson told reporters, according to Politico. “There’s an easy way to amend the legislation to make sure that we don’t do permanent damage to the justice system. And I’m going to insist upon that.” After the vote, he told MSNBC that he was “deeply disappointed in this outcome.”

Still, even with overwhelming support in both chambers and the president saying he would sign the bill, don’t expect the files to be released quickly.

There are several tactics the administration can use to delay release for months. They can say that investigations of Democrats are still ongoing. They can claim that much of the information involves grand jury material, which is privileged unless a judge orders it released.

There are also several important PR lessons from the Epstein file vote.

• The media is not impressed by your client’s title or yours.

• Once something is said publicly you better follow through.

• Colleagues will do what’s best for themselves; you can’t force them to change their thinking.

• Never assume that you’re the brightest bulb in the chandelier..

The biggest lesson is that Trump’s effort to keep the files from reaching a vote is a perfect example of how to keep a crisis alive. By trying to frame it as a Democratic problem, calling it a hoax, and blocking a vote for months, he ensured that the Epstein files became a daily story.

Even PR 101 students know that it is best to get all the bad news out at once rather than let it drip out day after day.

Lesson to remember: Don’t forget it, and don’t follow the Trump playbook.