What Communicators Can Learn From Trump’s Media Mastery
What you will learn from this article:
Why print remains vital for communicators in the digital age
How Trump’s messaging strategy demonstrates focus and segmentation
Practical PR lessons for interview preparation and media relations
It has been widely reported that “old journalism” is dead as far as young people are concerned. They don’t trust the mainstream media and now rely on podcasts and social media to get their news.
It’s hard to quibble with those beliefs. The disappearance of daily newspapers and magazines over the past several decades is undeniable.
Nevertheless, reading respected print publications should be a must for people in the communications business. Print remains the only medium that tells the complete story. Television offers abridged versions of events, political podcasts often mimic opinion columns, and social media posts should be treated with suspicion — or better yet, deleted without opening.
PR practitioners must stay on top of all the news, regardless of the accounts they manage, because political decisions can affect any client. For instance, few food PR teams anticipated the Trump administration’s tariffs would disrupt their industry. Long before that, political actions had far-reaching implications. On April 1, 1970, President Richard Nixon banned tobacco ads on radio and television, even though tobacco companies were among TV’s largest advertisers. The industry responded by shifting to print, sponsorships, and foreign markets.
Which brings us to President Trump’s communications strategy. Regardless of political views, any objective observer must acknowledge that he achieved a remarkable level of PR effectiveness — while Democrats often struggled to match his clarity and consistency.
Trump’s 2024 reelection campaign focused primarily on two topics — illegal immigration and inflation — with others added as needed. PR lesson: Limit client talking points to two or three strong messages. It makes it easier for the press to include them, and ensures focus. Too many points can dilute coverage.
Trump also tailored his messages to specific audience segments: MAGA supporters, opponents of open borders, and voters who felt ignored by Democrats. PR lesson: Customize messaging for each target audience. Trying to appeal to everyone makes interviews dull and forgettable, and clients risk not being invited back. Prepare them for unexpected questions that might arise once the cameras roll.
Trump was also his own chief spokesperson. PR lesson: Authenticity matters. Reporters prefer hearing directly from company representatives, not third-party “hired guns.” They’re more likely to quote spokespersons they know and trust.
By contrast, Kamala Harris and Tim Walz rarely made headlines. PR lesson: Media appearances should be newsworthy. If a client has nothing compelling to say, it’s better to wait until they do. Nothing damages credibility faster than a high-profile interview that goes unused.
Reporters dislike evasive answers. PR lesson: Train clients to answer directly and expansively. Respect for journalists’ needs strengthens long-term media relationships.
Returning to print media, reading respected publications remains essential. Comparing coverage from far-right and far-left outlets to balanced print journalism illustrates the difference: print offers context, details, and balance.
In New York City, Democrat Zohran Mamdani won his primary by focusing on affordability and cost of living — a campaign strategy mirroring Trump’s: concentrate on a few clear, consistent themes.
