There are many valuable PR lessons that are not taught in communications classes that can be learned by keeping up with the news—and the current presidential election provides quite a few.
A non-partisan review shows that vice president Kamala Harris provides lessons that agency practitioners should remember when dealing with the media. Conversely, many of former President Donald Trump’s tactics should not be copied, because invariably they resulted in negative press coverage and were also found wanting by political activists who support Mr. Trump.
Below are several of the most important lessons:
Kamala Harris:
- From the day she became the Democratic candidate for president, Ms. Harris remembered the importance of talking points. During her rallies and interviews with the media, she always includes the most important of her talking points.
- She also remains calm when she is constantly criticized by the press for not giving what they consider enough interviews, and, instead, meets the press at the time she chooses. Many PR practitioners are derided by the media who call them “gate keepers,” when they refuse to arrange interviews for corporate executives. PR people should remember that the proper time to arrange interviews is when it best helps the client.
- Ms. Harris did not let attacks against her derail her from her plans. She mostly ignores them. PR practitioners should not be influenced by others in the agency, who disapprove of a PR program. If you think the program is well crafted, stick with it, because in the final analysis it’s your neck on the line.
Donald Trump:
- Mr. Trump was flustered from the moment President Biden announced that he was withdrawing from the presidential race. The important lesson here is to remember that no one knows how changing circumstances can affect a PR program. If that happens, you should immediately contact your client and suggest a meeting to discuss new approaches.
- The August 26 situation at the Arlington National Cemetery, during which Mr. Trump and his team violated the rules that no political activity can take place at the ceremony, provides a lesson in how to turn a one day story into a marathon. Even though the Army said that the matter was closed after the military defended the official who attempted to prevent the cemetery from being used for political activity, Mr. Trump kept it in the news by defending his actions. The result was continuing negative publicity for the former president, which gave the incident legs, reminiscent of CEO’s who insist they are unfairly receiving negative press coverage. Even if the client will not take your advice, it’s the job of a PR person to explain to the client why a matter should be dropped.
- Mr. Trump has made many claims that he didn’t say what he said, even though his comments are on tape. Before interviews, PR people should advise the client that once a comment is made, it’s made forever.
The above are just a few examples of how the actions of Ms. Harris and Mr. Trump provide lessons that should be remembered by PR practitioners handling non-political accounts.
