Trump at an Oct. 4 rally in Arizona. Image source: Gage Skidmore via Flickr
Pundits praised Donald Trump’s PR skills when he out maneuvered competitors during the Republican primaries. Company spokespeople could learn some lessons from the real estate mogul turned politician, they said, even if they disagree with him. His outlandish remarks and confrontational style produced substantial media attention that was instrumental in winning primary votes.
Observers still say you can learn PR lessons from Trump – that is, you can learn what not to do. Lately, pundits have turned to criticizing how the nominee addresses the public and the media.
They say Trump’s actions provide these lessons.
Stay on message. The rule is: Identify the most important messages to relay to your audience. Repeat them. Repeat them. And then repeat them. Trump repeatedly disregarded this PR commandment on core messages, says Ayelet Noff, founder and CEO of PR firm Blonde 2. When he introduced Indiana Governor Mike Pence as his running mate he mentioned a variety of topics for 30 minutes, but barely mentioned Pence. While Trump hammers his core messages on trade and immigration, he is unable to stay on message in any particular speech.
Don’t answer everything. Sometimes withholding information is best, especially if it puts your brand in a negative light, Noff writes in Forbes. Holding information for future stories can spread out favorable publicity over time. Responding to critics instead of taking the high road can reflect poorly on you. That’s why major brands rarely mention their competitors. Trump feels compelled to counter all criticism, even to a former beauty contestant who complained he called her “Miss Piggy.”
Be friendly and positive. Maintaining a positive demeanor is essential when speaking to the media and other audiences – even if people are adversaries. If people like you personally, they will be more likely to report your company in a positive light. Trump once kicked out a woman with a crying baby from a rally.
Know your facts. It’s essential for PR professionals and other spokespeople to know basic background of their organization such as its size, number of employees, revenue and date founded. When a debate moderator questioned Trump’s assertion that he opposed the Iraq War before the invasion, Trump said the media should call Sean Hannity. If someone challenges your information, telling them to speak to someone else is a poor response.
Prepare for the unexpected. Expect an unexpected question. “Go with the flow, adapt, think on your feet, and of course, stay on message,” Noff advises. “This last lesson should really resonate with all of us; if this campaign has been anything, it’s been surprising. It has defied expectations of what it means to communicate with the public.”
Don’t focus on yourself. In the first debate, Trump tended to talk about himself while Hillary Clinton frequently used the word “we.” “Knowing when and how to talk about yourself in context is a challenge for any CEO or leader,” wrote PR consultant Bodine Williams in O’Dwyer’s. “Trump continued to talk about Trump during the segment on prosperity for average Americans, most struggling to get by.”
There is such a thing as bad publicity. Trump made disparaging comments about Muslims, Hispanics and women yet continued to perform well in the polls throughout most of the campaign. He seemed intent on proving the adage that “There’s no such thing as bad publicity.”
Neal Hartman, senior lecturer in managerial communication at the MIT Sloan School of Management, predicted earlier this year that Trump’s business would suffer if his controversial rhetoric continued. The New York Times reported that, indeed, many people are avoiding Trump’s hotel and golf businesses. There are also indications that potential partners will be unlikely to do business with him in the future.
“It will be interesting to see if Trump starts reining in his comments, or if his rhetoric continues to alienate people. If the latter happens, he’ll eventually hit a tipping point – and the risk to his business may not seem so minimal anymore,” Hartman stated.
Bottom Line: PR experts explain how Donald Trump has broken PR rules. Trump’s recent public comments and responses to media questions provide valuable PR lessons.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
