By Sonia Chaimanta, Content Strategist @THE CAMPAIGN
Can Greek business PR draw lessons from the American elections and the “battle” between Trump and Harris?
The correct answer is yes — if it takes the best elements from both sides. Indeed, during the recent U.S. elections, the PR teams of the opponents implemented interesting strategies that offer valuable lessons for Business PR, even in the small market of Greece.
Here are specific examples from the campaigns of Donald Trump and Kamala Harris that highlight practices businesses can adopt.
Showcasing Authenticity and Values – Example: Kamala Harris
Kamala Harris focused on authenticity and connecting with the public. During her campaign, she often shared personal experiences, such as her roots and her journey to becoming the first female, first Black, and first South Asian Vice President. This connection to her personal values and identity created a strong message for voters, emphasizing her commitment to social justice, diversity, and equality.
For businesses, Harris’s example shows how important it is to focus on authenticity and core values. Just as Harris built a bond with her audience by sharing genuine experiences, companies can gain consumers’ trust by staying true to their identity and values — not just claiming them but demonstrating them in practice.
Targeting Through Social Media – Example: Donald Trump
Donald Trump’s campaign made extensive use of social media to achieve direct communication with his supporters. Trump actively used X (formerly Twitter) to share opinions, comment on events, and highlight differences from his opponents almost daily. This immediate interaction created an impression of continuous, almost nonstop contact, resonating strongly with his audience by giving them the sense of direct access to his thoughts and opinions.
This example is crucial for businesses that use social media. Direct interaction with the public can create a more personal bond with consumers. Real-time presence, responding to comments, and providing information firsthand strengthen a company’s image and foster trust-based relationships.
Crisis Management and Immediate Response – Example: Kamala Harris
Kamala Harris’s campaign prioritized immediate response to any crises during the election period. When faced with negative reactions or criticism, Harris’s representatives handled the situation transparently and quickly, offering clear answers and respectfully acknowledging the issues. This projected a sense of responsibility and enhanced her credibility among voters, who appreciated honesty and transparency.
For businesses, Harris’s example highlights the importance of transparency and swift response in times of crisis. Just as her campaign reacted immediately and sincerely, companies must be prepared for potential crises, responding with immediacy and responsibility. This shows consumers that the company does not shy away from problems but acknowledges and manages issues honestly.
Focus on Clear Messaging and Connection with the Audience – Example: Donald Trump
Trump focused on communicating with clear, simple, and repetitive messages that highlighted the main points of his policy. With phrases like “Make America Great Again” and “America First,” repeated constantly, he strengthened his connection with his audience and built a strong, coherent image. His supporters knew exactly what he stood for, enhancing their loyalty.
Businesses can benefit from this tactic by focusing on clear and repeated messaging that reflects their values and identity. Just as voters saw Trump as a leader with clear positions, consumers want to know exactly what the companies they support stand for. Consistency in messaging creates a strong identity that attracts and retains loyal customers.
Strategic Confrontation and Presentation of Arguments – Example: Kamala Harris
Kamala Harris chose a milder strategy of confrontation, focusing on presenting her arguments rather than attacking opponents. Instead of going on the offensive, she highlighted her own strengths and the advantages of her policies. This positive approach allowed her to build a strong and likable image.
This example is useful for businesses when showcasing their advantages over competitors. Highlighting their strengths professionally, without directly attacking competitors, builds a positive image and avoids negativity. Consumers prefer to support companies that emphasize their own merits with respect for the competition.
Valuable Lessons for Business PR
Whether through immediacy on social media or transparent crisis management, businesses can draw valuable strategic lessons by focusing on authenticity, speed, and consistency. Applying these tactics helps companies build strong relationships with their audiences, founded on mutual trust and respect.
