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It’s now inevitable. Despite the great trepidation of Republican leaders and reasonable-thinking people everywhere, Donald Trump will be the Republican nominee for President.
And one of the greatest losers in this most improbable presidential campaign in American history is the practice of public relations.
For the past nine months, Trump has rejected public relations orthodoxy, disdained PR counsel and run roughshod over its traditional principles. In spite of this — or maybe because of it — the Donald is one vanquishing-Hillary Clinton-step away from the White House.
Here are just a few of the tried-and-true public relations requisites that the loudmouth promoter has exuberantly violated.
Always take the high road
Savvy public relations advisors will counsel their clients to resist getting down in the mud with their adversaries. “If you can’t say something nice about someone, don’t say it” is a common PR counselor’s refrain, for the simple reason that one’s own reputation will be aided if he or she stays above the battle but soiled if one starts slinging mud.
The Trump principle, by contrast, is sling baby sling! On Carly Fiorina: “Look at that face. Would anyone vote for that?” On Barack Obama: “The worst President in American history:” On Robert DeNiro: “I like his acting but ... we’re not dealing with Albert Einstein.”
And the result of Trump’s journey along the low road? He has given hope to all those Spiro Agnew “silent majority” voters who have had it with political correctness.
Never bad mouth the competition
Public relations advisors typically advise clients to steer clear of commenting on competitors and confine their remarks to what they’re doing and not what the competition isn’t. The political equivalent of this rule was Ronald Reagan’s 11th commandment that “Thou shalt never denigrate a fellow Republican.”
Trump, of course, lives to bad mouth the competition. And it has worked marvelously to his advantage.
When he branded Jeb Bush as “low energy,” the moniker stuck, and the Bush campaign was doomed. When he described Rand Paul as a “spoiled brat,” the once hopeful candidate quickly faded from the line of fire.
Indeed, Trump’s withering assaults on his opponents has tied most of them in knots, forcing them, ultimately, to join the Trumpster in the personal attack cavalcade.
Has it worked? Ask Ben Carson, a candidate Trump savaged as a potential psychopath, who now is so concerned about “staying relevant” he is supporting Trump.
Do your homework
Perfecting a public relations strategy takes time and attention. Political PR advisers regularly drill their candidates on key points and messages on the most essential issues they will face in debates and interviews.
Trump — either because his isn’t bright, or is lazy or just doesn’t care — spurns preparation.
His stump “speeches” are free-form narratives that generally cover the topics of why the media are untrustworthy, why nobody should vote for the other guys, why the cops and security detail are doing a great job, what the event’s protestors are doing and what should happen to them and occasionally, a few throwaways about walls, immigrants, unfair trade partners and the other guys’ lobbyists.
Trump’s debate performances are similarly bereft of substance and preparation. The “common folk” apparently couldn’t care less if their candidate is embarrassingly unprepared.
Don’t ask for trouble
Public relations advisors will counsel to steer clear of topics that might come back to bite you. Never introduce a view on a controversial subject, the advice goes, particularly if your remarks might be used against in light of future action.
Here again, Trump just doesn’t care.
He said a protestor should “be punched in the mouth,” and a few days later, his supporters did exactly that. Trump’s provocations have now resulted in more aggressive protestors and heightened security presence at rallies.
On this past Sunday’s talk shows, Trump was quick to volunteer that he needed to defend himself against the possibility of “being hit by a tomato.” Had he a public relations advisor, of course, the candidate would have been told to not even mention that projectile possibility.
So, if you’re headed for the next Donald Trump rally, duck!
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Fraser P. Seitel has been a communications consultant, author and teacher for 40 years. He may be reached directly at [email protected]. He is the author of the Prentice-Hall text The Practice of Public Relations, now in its 12th edition, and co-author of Rethinking Reputation and Idea Wise.
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