It happens almost every time I’m advising a client on communications.
Someone will pipe up and say, “That’s not what Trump does.”
It can be said ruefully. Or defiantly. But it is almost inevitable.
Trump is the Big Orange Elephant in the room.
The contrasts are obvious.
He has been elected President of the United States, twice.
The last entity I was chosen to lead was the Saint Thomas More High School Intramural
Basketball League.
While wildly popular, our STMIBL t-shirts never took off quite like MAGA hats.
On the other hand, our players never stormed the staff room.
Here’s the point: my communications advice is very much at odds with his approach. So are my
practices.
Trump lies. I advise clients to always tell the truth.
In fact, I often say media training can be explained in a short exchange.
“A reporter called. What should I tell him?”
“The truth.”
“The whole truth?”
“No, the best version of the truth. That’s why we need to prepare before your interview.”
Lies almost always catch up with the rest of us. And it’s a communications axiom that a cover-
up usually hurts more than the original problem. If you don’t believe me, and you’re too young to
have Watergate spring to mind, Google it.
Trump berates reporters. I advise clients to treat them with respect. Not to follow them down a
garden path, and not to always strive to make them happy, but to treat them as professionals.
Reporters get the last word. So do commentators, bloggers, podcasters and influencers. The
odds of being treated with respect grow exponentially if you respect those interested in your
story.
Trump meanders all over the place, jumping from topic to topic, often appearing to be talking off
the top of his hairdo. I advise clients to prepare carefully for communications opportunities –
winging it is not a strategy. In a fractured media environment, I believe you need to develop a
message and stick with it. Clarity and repetition have never been more essential.
Trump never takes responsibility, never admits a mistake, always blames others. In a crisis, I
advise clients to stay calm, track down the facts, own up to it if a mistake has been made, and
move quickly to remedy the situation and make things right.
This advice is not always popular with lawyers, who often contend that silence is risk
management’s best friend. But communications professionals know that speculation, panic and
misinformation will fill the void that’s created when you clam up. And blaming others just shows
weakness.
Trump exaggerates. He says everything he does or says or thinks is the greatest ever. I advise
people to put forward what is best and true about them. If you don’t tell your own story, in a
forceful and powerful way, no one else will. But if your claims are ridiculous, or inflated, you’re
putting your credibility at risk. It’s hard to imagine a more valuable asset.
Trump loves to call people names. I would advise you to fight back when attacked, to have the
courage of your convictions, and to protect your brand. But unless your preferred brand
attributes include pettiness and meanness, I believe it’s best to respond with solid facts and
consistent messaging. Draw a contrast between what you offer and what your critic or
competitor is doing.
I covered and participated in electoral politics for more than 25 years. And later, when I worked in
sport and business, I realized that the politics don’t end at the door of the Legislature. They’re
everywhere.
And there are really only two political campaigns available to all of us interested in
communication. One is about hope, the other promotes fear. One is willing to battle, but it
strives to be positive. The other is relentlessly negative.
My advice will lean heavily towards hope and positivity. If that appeals to you, I’m happy to help
you explore whether I can help you. If you prefer the Trump approach, enjoy your elephant ride.