Tag Archives: Communications

CEOs – Pay Attention To These Lessons From Donald Trump

Businessman and reality television star, Donald Trump appears to be the Republican nominee for president in 2016. This became all but official with the exit of Texas Senator Ted Cruz from the Republican presidential race following a devastating defeat in Indiana. Love Trump or hate him, he has shown on the stump some valuable public relations lessons that CEOs would be wise to copy. Trump demonstrated:

  1. Consumers will buy a brand that is consistent with its brand story.
  2. The power of social media.
  3. Stay on message no matter what.

When Trump entered the Republican race for president few took him seriously. There was much speculation that he was running as a publicity ploy and would not actually qualify. If he did run, experts stated he would need to refashion himself from the politically incorrect, Donald Trump that everyone knew from the tabloids and Celebrity Apprentice. Yet he did the complete opposite. He doubled down on his politically incorrect brand with his feud with FOX’s Megyn Kelly, calls for banning Muslims from entering the United States, and building a wall to keep illegal immigrants out. Corporate sponsors of Trump’s bailed in the wake of the controversy. Yet Republican voters loved it and catapulted him into the lead and eventually crowned him as the nominee. Contrast this with Hillary Clinton who has reinvented herself several times this campaign cycle and has yet to secure the Democratic nomination against Bernie Sanders and has created greater doubts among voters about what she believes. Being consistent to one’s brand is essential for success. Consumers buy into a brand’s story and Trump understood that. Business leaders need to remember that.

Everyone knows that social media has changed our world. Large numbers of consumers report getting their news from what they read on social media compared to traditional news. Trump understood that. He understood the power of utilizing Twitter to reach voters over the heads of traditional media. One tweet from Trump received more media coverage than television commercials combined of his top rivals. Beyond that, Trump utilized a way to connect with voters over the heads of the media and not through traditional advertising but rather via social media. This created a greater sense of loyalty and feeling of ownership with Trump by voters. Business leaders need to understand the power of social media that Trump demonstrated and harness it to reach their consumers and rely on it more than just traditional advertising.

Finally, Trump understood an age old communication lesson, keep your message to just several points and keep referring to it over and over again no matter what happens or what you are asked. Throughout the campaign, Trump has been consistent with his message to the exasperation of his rivals and the news media. In debates and interviews regardless of what was asked he referred to his main message points while his rivals were thrown off message consistently. Business leaders should remember stay on message regardless of what is asked and always make any question fall back to your main message points.

Donald Trump has reshaped politics in 2016 without a doubt. But he has also taught some valuable communication strategies that CEOs and business owners should study and utilize.


Midterm Communications Strategies

The midterm elections are history. Republicans retook the United States Senate for the first time since 2006. In the United States House of Representatives they increased their majority to the largest since the presidency of Herbert Hoover. The Republican campaign theme was one of opposition to President Obama and his policies and voters responded with one of the greatest repudiations of a sitting President’s party since Harry Truman in 1946.

A negative communications strategy of opposition to President Obama gave the Republicans their victory. But now that they have won, how must their communication strategy change if they hope to maintain and even expand their majorities?

  1. Republicans must change their communication strategy from one of simply being opposed to Barack Obama to one that offers positive conservative alternatives. The Republicans need to show voters what they are for and what they believe in. To be successful, Republicans need to communicate their ideas that they believe will solve the nation’s problems in a way different then politics as usual. They need to show a vision. In short, they need to take a leaf out of their icon, Ronald Reagan’s playbook.
  2. The Republicans need to communicate that they are willing to work with President Obama as a partner if he is willing to reach across the aisle to them. Many voters have complained about the lack of willingness of each side to try to come together to offer concrete solutions. By making that statement, Republicans would seize the high ground in terms of a communication strategy.
  3. Use effective spokespersons. Republicans have suffered lately because many of their spokespersons have come across as grumpy old white men. With a large number of female legislators such as Mia Love and Joni Ernst, and an African-American Senator in South Carolina’s Tim Scott, Republican leaders should put these leaders at the forefront in communicating the Republican message and showing minorities that their party is an inclusive party.
  4. Communicate their opposition to President Obama in positive terms. Many voters agree with the Republican message of opposition to President Obama. The voters don’t like it conveyed in harsh and biting rhetoric. Republicans need to frame their opposition in positive ways, keep it from being personal, and let voters know how their opposition to President Obama will benefit voters.
  5. Keep the message on results. One of the great failings Republicans in the House of Representatives have had is in communicating what they have accomplished. This failure has led many to dub the outgoing Congress, a do-nothing Congress and register some of the lowest approval numbers ever. The challenge for Republicans is to communicate to voters what they are achieving.

Republicans won a historic landslide with a communication strategy of negative attacks. As they now seek to maintain and increase their majority, they must change communication strategies or their majority will be short lived.