Why Trump Won (PR Perspective)

Alright, regardless politics, there’s no doubt that PR had a huge impact in the outcome of the US presidential elections.

Here’s my election US post-mortem from the perspective of PR.

Harris exemplified the traditional marketing model of brand building with legacy, establishment media while Trump represented the new, digital brand and performance marketing and culture hacking of the 21st century brand.

Key points

1. Harris underestimated some cultural and media shifts in America.

2. Perception is not real but it is reality. When campaigning you need to speak to that. This election attempted to make behavioural change and change people's minds about Trump in swing states. That's why Republican generals and some Republicans came out in support of Harris. It didn't work. People's feelings won over rational thinking.

3. Masculinity feels under attack - more men came out to vote in defence for Trump. The tech bro, crypto partnerships, UFC alignment, Joe Rogan etc spoke to that return to "traditional manhood" and offered confidence and a sense of power. The MSG rally exemplified this iconography.

4.. Affordability crisis: If the price of groceries and homeownership is under attack no amount of macroeconomics and earnest speak about democracy and geopolitics is going to win over what's in people's wallets. "America First' is such a compelling narrative for people.

5. Finger-pointing: Trump found the problem (immigrants! Not macroeconomics and housing supply). Harris placed the onus on unity and dignity which, is honourable but, misreads the anger and can be interpreted as a form of gas-lighting for disaffected voters.

6. Social media and algorithm culture: big emotions, PR Stunts and online interviews give share of voice. Trump had 10 times more the share of voice on social media and had an excellent network of partnerships and appearances on podcasts which amplified his message. His McDonald's, garbage truck stunt and sit down podcasts showed that Trump was proactive. Harris was reactive only capitalizing on Trump's slip ups ("they're eating the pets" and "trash island").

7. Anti-establishment feelings: People are tired of the status quo. Trump capitalise on the angry vote and makes his base feel special. Harris focused on big media spending and celebrity endorsers. It should have given her the share of voice but only helped to hone in on the idea of an elite talking down to an electorate.

8. Media and message: Harris had over 400 million dollars more in ad spending than Trump (about 40% more). That should have translated into a higher share of voice and vote conversion. The Trump camp did more with less by focusing tactically on swing voters with targeted digital performance marketing). It also didn't help that Elon Musk's X has essentially turned into a Trump echo chamber of Truth Social and Telegram and the questions of algorithm fairness remain to be seen.

My opinion: Trump nailed it from a marketing perspective with less resources. Meanwhile Harris didn't do anything and democracy needs a re-brand. The rules have been re-written in real time and as marketers and communications specialists, we need to understand and step up to the challenge.