Love him or loathe him, Donald Trump has been one of the most dominant PR forces of the 21st century. His rise from reality TV star to President of the United States, and his continued grip on headlines, offers a masterclass in both the power and the pitfalls of public relations.
So, what has Trump taught us about PR? Let’s take a look at the good, the bad, and the ugly.
1. The Power of Unfiltered Authenticity
One of Trump’s greatest PR strengths has been his ability to sound “authentic”, even when (especially?) what he says is controversial, confrontational or just plain wrong. He speaks without the polished filter of most politicians. To many of his supporters, this makes him relatable and trustworthy. In PR terms, he’s proof that a clear, consistent voice, even if flawed, can cut through.
Lesson: Audiences crave authenticity. Be real, be direct, and have a voice that doesn’t feel scripted.
2. Repetition Works
“Make America Great Again.” “Fake news.” “Witch hunt.” Trump understands the psychology of repetition. These simple phrases, repeated endlessly, become ingrained in public consciousness. Like advertising slogans, they bypass critical thinking and lodge in the brain.
Lesson: Simplicity and repetition are key tools in effective messaging. If you want to be remembered, say less, but say it often.
3. Controlling the News Agenda
Trump mastered the art of dominating the news cycle. Whether through a tweetstorm or a staged controversy, he understood that if you create noise, you control attention. Journalists may have disapproved, but they followed, often reacting to his narrative rather than setting their own.
Lesson: Don’t wait for the media to find your story. Create news, create moments, and own the narrative.
4. When Controversy Becomes Costly
But Trump’s approach also demonstrates how PR can backfire. His tendency to double down rather than apologise has often inflamed public sentiment. In commercial PR, this “never apologise, never explain” stance can erode trust, damage reputations, and alienate key audiences.
Lesson: There’s a fine line between being bold and being reckless. Public opinion matters, and humility is sometimes the smartest play.
5. Echo Chambers Are Not Enough
Trump’s most loyal followers hang on his every word. But his inability, or unwillingness, to broaden his appeal beyond that base has been his Achilles’ heel. For brands, speaking only to your loyal customers may feel safe, but it limits growth and invites stagnation.
Lesson: Successful PR means reaching new audiences, not just energising the base. Growth comes from resonance, not just volume.
Trump’s PR legacy is complicated. He’s a master of media manipulation and message control, but also gives us a cautionary tale in hubris, division, and overexposure. For PR professionals, he offers both inspiration and a warning: attention is not the same as approval, and noise is not the same as influence. Being the centre of attention is not necessarily a positive thing.
In the end, Trump shows us that PR isn’t just about being seen, it’s about being understood, trusted, and respected. And that, as ever, is the real challenge.