What the US election tells us about communication

November 6th 2024. I’ve had four hours’ sleep following the ‘pollercoaster’ cum rollercoaster that has culminated in Donald Trump’s re-election. It’s 11am. After two coffees, a stroll with the dogs, appreciating the sublime autumn colours of the Cotswolds, and several weeks of reflection on communication through this election campaign, I am sitting down to share insights we can take from it as communication professionals and leaders.

We are communicating more than ever today. Constantly. Incessantly. Even when we don’t want to. We exist in perpetually evolving communication environments—shifts in social media ownership, new AI tools—and environments where we can observe and learn from dozens, if not hundreds, of the world’s best and worst communicators at any given time.

Political campaigns are riveting case studies for those of us who operate in multi-stakeholder environments, communicating with everyone from the public to corporate stakeholders. The meticulous analysis of the impact of a single word on its audience, the crafting of speeches, the clinical dissection of target audiences, message testing, data analysis, and the sniper-like targeting of the electorate all exemplify this.

If we reviewed the communication peaks and troughs of both campaigns, most communication professionals would objectively give high marks to the Harris campaign in terms of execution. It’s similar to what most of us would strive for in a campaign: strategic, well-funded, harnessing all marketing channels, slick, and positive.

As a principal, Harris was polished, disciplined, and yes, she did radiate joy wherever she went. She wasn’t the campaign’s greatest orator—that was Michelle Obama—but as an adviser, you would be confident in her competent execution of the brief.

Trump, on the other hand, has continued to shatter communication norms and best practices. The rhetoric was dark, public addresses veered off script, and he engaged in fantastical, dystopian rants that offended several segments of society. No sane Communication Director would suggest this strategy to a client.

So, how did he win?

Brand reinforcement

The Harris campaign had 107 days to reach voters as frequently as Trump has in nine years. Marketers often debate that it takes between 7 and 20 touch points before a client engages productively with a brand. I would argue it takes more. Therefore, giving yourself ample time to convey your message—especially against one of the world’s most effective self-promoters—is crucial.

Understanding the audience context

People worldwide have been voting out incumbents. Geopolitical factors, causing massive global inflation, have led to the fall of multiple governments and diminished majorities for those who’ve clung to power. The cost of living is too high, making it a single-minded priority for many.

If you overlook the political, social, or economic environment into which you are launching a campaign, it risks failing to resonate. Communication work needs to go deeper to understand the audience’s concerns and how more complex arguments, like threats to democracy, require a longer introduction. This returns to my point on the need for time, and the importance of storytelling in our work. Most creative outputs focus on the punchline, yet there’s often an entire narrative, or “story,” missing. Reading only the last chapter of a book is, of course, quicker than reading the whole, but you are missing critical information.

Finding and understanding your audience

Polling companies have now, for a third campaign, failed to capture the ‘shy’ Trump voter and understand what motivates them. Trump has excelled at finding new audiences over three campaigns. This election wasn’t just won by ‘shy’ Trump voters, though; it was won across a broad cross-section of American society, including in blue (Democratic-leaning) states. Investing more time in research and data is essential to understand audience needs and to pitch the right message.

Polling companies using ‘neighbour’ models—asking people who they think their neighbours would vote for—were more accurate in predicting a Trump win. However, as they weren’t mainstream pollsters, they were often overlooked. Reviewing your market research tools and methods can help ensure you are reaching those who could make a difference in terms of increased engagement.

Pinpointing the messaging and keeping it simple

Democrats may be feeling that voters have prioritised the high cost of living over other issues, such as civil rights. Understanding this has likely been the key to Trump’s success.

It remains to be seen if his proposed economic strategy will alleviate or worsen the cost-of-living crisis—economists predict the latter. However, the reality of his policy outcomes are less relevant for the purposes of this analysis. Trump understood that voters would likely punish the incumbent, regardless of the USA’s current economic advantage over other global powers, and he hammered this message home simply and repeatedly. He speaks in a language his audience understands and likes. 

And let’s not forget: we’re communicating in a post-truth environment…

As communicators, we’re navigating a landscape where emotions and personal beliefs can easily outweigh facts, and where misinformation and disinformation often shape public opinion as strongly as, if not more than, verified information. This shift challenges us to prioritise trust and authenticity over quick, catchy messaging. 

I've experienced this first-hand when leading the communication and advocacy strategy for one of the World Health Organization's global health partnerships. Tackling issues like vaccine hesitancy requires a coordinated, multi-stakeholder approach—from governments and big tech to community influencers who shape attitudes in towns, cities, and countries. Our communication strategies must reflect and include all of these considerations as ambassadors of clarity and truth. 

Trump’s re-election underscores the power of relentless brand reinforcement, strategic simplicity, and a deep understanding of audience sentiment and priorities. His unconventional approach may defy traditional communication norms, but it has resonated with the majority of the American electorate, especially when economic concerns dominate the political landscape. 

This campaign serves as a reminder that while polished messaging and comprehensive media strategies have their place, they can be eclipsed by raw, direct communication that taps into core voter concerns. 

To take your marketing and communication strategy to the next level, visit Strategic Communication & Advocacy or email us here.

About the author

Rakhee Verma is a seasoned leader in sales, business development, marketing, and strategic communication, with over 15 years of leadership experience across the public, private, and not-for-profit sectors—including within PwC and the United Nations

Rakhee has cultivated and managed high-value strategic relationships with FTSE 100 and Fortune 500 companies and is frequently engaged for interim board-level assignments, where she leads transformative turnaround strategies and drives sustainable growth.

She is also a trusted business mentor and leadership coach, supporting senior executives to unlock their potential and navigate complexity with clarity and confidence.

An accredited mediator through CEDR, Rakhee brings a wealth of expertise in conflict resolution and negotiation. She has successfully coached leaders to enhance their communication, resolve challenges, and strengthen team cohesion.

Proficient in multiple languages and deeply attuned to diverse cultural contexts, Rakhee brings a truly global mindset and inclusive leadership style to every engagement.

Her culturally intelligent approach fosters authentic connection, drives strategic alignment, and delivers lasting impact across borders and sectors​.

Connect with Rakhee on LinkedIn. Click here.

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