Image Credit: AI-generated illustration.
Editor's Note: In this opinion column, Arthur Solomon examines the 2026 midterm elections and the lessons political campaigns offer public relations professionals. The political analysis and opinions expressed are his own and do not necessarily reflect those of CommPRO.
Paying attention to political campaigns can yield practical lessons for nonpolitical PR work. The 2026 midterms offered examples involving message points, spokespersons, and media contacts that communicators in every sector should consider.
Message Points
A placement without effective message points is worthless. President Donald Trump, Vice President JD Vance and Defense Secretary Pete Hegseth dominated media coverage with messaging about national security, the economy, immigration and the administration's accomplishments. Much of that messaging generated controversy and challenges from political opponents and critics.
But dominating the news is not the same as persuading an audience.
In my view, Democrats demonstrated the value of an approach that more closely resembled effective advertising. Their messaging emphasized affordability, health care, government accountability, and other issues they believed mattered most to voters.
The contrast offers an important lesson for communicators. Repetition can generate coverage, but it does not necessarily create credibility. Message points must be accurate, relevant, and capable of withstanding scrutiny.
The PR lesson: Never suggest talking points that are easily disproved.
Spokespersons
PR practitioners too often default to well-known celebrities as publicity spokespersons. That is not always the best tactic. Personalities who fit the situation and have credibility with the intended audience can produce more effective coverage.
Political campaigns offer a useful reminder that candidates do not have to be household names to connect with voters. Professional experience, authenticity, and the ability to communicate directly about issues that matter can be more persuasive than celebrity.
For corporate communicators, the same principle applies. A recognizable name may attract initial attention, but a spokesperson with relevant expertise and a believable connection to the message is often more effective.
The PR lesson: Believability matters more than celebrity.
Media Contacts
Most journalists are friendly with PR practitioners, but they are not pushovers.
Political leaders sometimes discover that personal relationships and past support do not guarantee agreement or favorable treatment. The same principle applies to journalists.
A friendly relationship may get you a hearing, but it does not guarantee the coverage you want. Reporters have professional responsibilities, editors and audiences to consider.
The PR lesson: Having a good relationship with a journalist doesn't assure a placement. Too many eyes are watching.
Lessons Beyond Politics
The contrast between Democratic and Republican communication strategies offers additional lessons that challenge long-standing corporate and brand communication practices.
Republican messaging frequently emphasized the administration's policies and accomplishments. Democrats, meanwhile, concentrated on issues they believed were more immediate to voters, particularly affordability, health care and economic concerns.
In my assessment, the Democratic approach demonstrated the value of disciplined, audience-focused messaging. Rather than relying solely on the personalities delivering the messages or the amount of media attention generated, the strategy emphasized subjects that connected with everyday concerns.
Below are a few tactics that nonpolitical PR practitioners should remember:
When crafting a PR plan or speech, long-standing tenets from the founders of the field are not cast in stone.
Out-of-the-box thinking is often the best way to attract media attention.
When choosing a celebrity for a media tour, select someone with genuine expertise on the subject rather than simply a big name.
Big budgets do not assure success.
Well-crafted programs with message points that matter to the target audience do not need a "Big Idea" to succeed.
Integrating advertising-style communication tactics should always be part of program development.
The midterm elections offer a fundamental reminder about effective communication: Consistent, audience-relevant message points delivered by credible voices can be more persuasive than louder claims, even when those claims dominate media coverage.
For public relations practitioners, the implications extend well beyond politics. Understanding what audiences care about, selecting believable spokespersons, and developing messages that can withstand scrutiny remain essential to successful communication.
What the voting suggested to me is that Americans still want to make America great again. But this time, many looked to Democrats to deliver on that promise.
