Why Public Relations is Essential - Even in a Presidential Election
In the race for the White House, public relations plays a crucial role in shaping candidates’ images and efficiently reaching voters. For instance, consider the 2024 election season. Since early 2023, Vice President Kamala Harris's political operation has spent over $880 million, including funds that were pooled with President Joe Biden's campaign. In contrast, President-elect Donald Trump’s operation spent around $425 million. This stark difference highlights a key strategy shift: Trump's campaign leaned more heavily on PR and earned media to build his public presence, relying on organic media attention and strategic messaging rather than massive paid ad campaigns.
Trump’s PR Strategy: Maximizing Reach with Minimal Spend
Trump’s ability to generate media coverage without relying heavily on paid ads underscores the power of strategic PR. Trump’s use of podcasts, viral PR stunts, and video content became key elements in crafting a public persona that was dynamic and consistently in the headlines.
His appearance on The Joe Rogan Experience allowed him to connect with millions of voters in an informal, relatable manner. Moments like his viral McDonald’s visit didn’t just grab attention, they created stories that resonated with working-class Americans. These PR stunts made him seem more accessible, down-to-earth, and in sync with the concerns of everyday people.
Additionally, Trump's team produced videos, both long and short form that went viral, spreading his messages across multiple platforms. His unconventional PR stunts became powerful tools for driving media coverage, fostering a sense of unpredictability and excitement that energized his base and differentiated him from his opponent.
Harris’s Approach: Controlled Messaging Through Traditional Media
In contrast, Vice President Harris relied on a more controlled, traditional PR strategy. She focused on structured campaign events, joint messaging with President Biden, and mainstream media to communicate her message. While this approach certainly established consistency, it didn’t generate the same spontaneous buzz or media frenzy that Trump’s viral moments did.
Her team emphasized presenting her as a steady leader who aligns with the administration’s goals, appealing to voters who preferred stability and clear policy messages. The design of this PR strategy was to bolster the image of competence and reliability, which are crucial attributes for those pursuing a sense of continuity in the White House. Despite its effectiveness, it did not generate the emotional connection and buzz that Trump's stunts did, demonstrating how the positioning of a candidate can influence the use of PR.
Crafting the Narrative: PR's Key Role in Shaping Public Perception
These contrasting approaches underscore an essential truth: PR is about more than just promoting a candidate, it’s about crafting a narrative. Whether through earned media, strategic stunts, or viral content, PR helps shape public perception and influence elections. Both Trump and Harris designed their PR strategies to resonate with their target audiences, but their methods differed significantly.
At Emerson Street Media, we understand the power of PR in shaping narratives that resonate. We don't just place clients in media outlets - we build relationships, curate strategies, and craft messages that elevate brands, whether they are running for office or seeking to make an impact in their industry.
Why PR is Essential, Beyond Politics
This principle applies far beyond political campaigns. Whether you’re a candidate, a company, or an organization, a strong PR strategy is essential for shaping public perception and creating meaningful connections with your audience. At Emerson Street Media, we position clients for success by leveraging the same PR tactics used in high-stakes political campaigns because effective PR can drive results and create long-lasting impact.
