Building a Brand: Trump’s PR Strategy

Abstract

This article examines the key role of public relations (PR) in Donald Trump’s election campaigns, focusing on the strategies employed in 2016 and 2024. His rise to power, despite his lack of traditional political experience, marked a new stage in political communication, where image and narratives play a crucial role. The study analyses how his election campaigns used messaging, crisis management, and digital tools to mobilise supporters and counter opponents, adapting to a dynamic media environment. The 2016 campaign was marked by an innovative approach to social media, especially Twitter, which allowed Trump to bypass traditional media and establish direct contact with voters. He made extensive use of emotionally charged rhetoric, including the slogan “Make America Great Again”. The analysis shows that these strategies, despite being unconventional, proved effective in attracting a disillusioned electorate. The study also examines Trump’s 2024 election campaign, which took place in a climate of heightened polarisation, digital transformation, and increased media scrutiny. The PR strategy focused on creating the image of a “comeback president” by speculating on post-pandemic economic challenges. Through provocative statements, active use of the media space, and effective PR in resolving legal issues, the Trump campaign confirmed the power of strategic communications in shaping public opinion and influencing the electoral process. In conclusion, the article emphasises the growing role of PR in modern elections, where the ability to control the information agenda is a key success factor.