The Donald Knows PR

A Mack truck running over everything in its path may be the best analogy when looking at Donald Trump's recent, and meteoric, rise in the polls. For several weeks now pundits and talking heads have been tracking Trump's every move, waiting for an implosion they thought would have already come by now. But as of this writing, Donald Trump remains the leading GOP presidential contender, and I can tell you right now it's not by blind luck or accident. The Donald is a master of the PR game, and he knows it very, very well.

For those of you who are hyper-political and/or ultra politically-correct, just go ahead and stop right here. This article isn't for you, and I want to save you the trouble of stewing in your own frustration. OK, good. For everyone else, there are some valuable public relations lessons you can file away from Trump's presidential run. This is an analysis, not an endorsement. It has nothing to do with whether or not you agree with his positions, his statements or the abrasive and unapologetic manner in which he expresses himself. Many political pundits are having a hard time comprehending why the narrative they believe should be unfolding keeps getting flipped on its head with every statement or carnival-like stunt  that Trump performs. They just don't get it, and it's largely because of the blinders of their own political ideology and the political culture they're immersed in. Yes, it's quite possible he may end up flaming out. But even if he does, it's clear Trump has tapped into something that could change the dynamics of how we expect our leaders to operate and govern, which bothers, and threatens, a lot of people. With that said, here are five key points that illustrate why Donald Trump has proven to be so effective in the arena of public relations:

1. Strong Brand Built On Storytelling: Success, wealth, achievement. These are the pillars of the Trump brand, which have been carefully crafted for decades by the Donald himself and those around him. The guy just doesn't build stuff, he builds colossal and magnificent stuff. And as most people know, he's perfectly fine with grabbing a bullhorn and letting everybody know about it it. Every story is tailored for the specific occasion, but it always goes back to what his brand stands for. In this case, the story is a presidential campaign about making America great again. We all relate to stories, and it always goes back to the story.
2.  Message Control: Staying on message is one of the hardest aspects of public relations, especially when the storms of crisis and controversy roll in. And this is where Trump truly excels. So how does he do it? Trump doesn't play defense, he just ups the assault and throws more haymakers when he himself is under attack. But make no mistake, it's not a wild, emotion-fueled barrage. Every "punch" always goes back to a key message point. After being called out by former Texas Gov. Rick Perry for his controversial remarks on John McCain's military service, Trump called attention to Perry's failure to act (allegedly) in protecting the Texas-Mexico border. A point hammered home time and again, quickly drawing the focus off of what Trump said and back to one of his cornerstone campaign issues. A bump in the polls quickly followed.
3.  Opportunistic Timing: Whether you're running a business or a political campaign, understanding when to lay low and when to pounce is critical. For several months, Jeb Bush was being hailed as the GOP frontrunner, content to let others jump in while he bided his time for the big announcement. Once it came, Jeb Bush would be front and center for at least a few days. But leave it to DT to let the air out of the balloon, correctly calculating that his announcement less than 24 hours later would "Trump"  the presumed frontrunner and cut off the usual attention and momentum that a presidential announcement creates. A brilliant strategic move that doesn't have to be confined just to the political realm. Opportunity isn't always convenient, but it's there for the taking.
4. Clearly Defining Differences: What makes your company, product, or candidacy different from everyone else? What can you do that no one else can? Before you capitalize on those assets, you have to dig deep and understand what you really bring to the table. For the Trump campaign it's pretty simple. Donald Trump doesn't talk, act or think like a politician, and most importantly, he's not a politician. Listen to the interviews. It's "me" and "them". "They debate" and "I act". Regardless of your political allegiance, it's not a good time to be a politician right now, and Trump instinctively understands that. You don't have to go on a Trump-style offensive to be effective in defining important differences, but it's important to do so in whatever competitive environment you find yourself in.
5. Authenticity: Donald Trump is who he is, and makes no apologies for it. He says what many others only think but are too afraid to say, and that simple detail alone differentiates him from most of the other candidates who are from political backgrounds. Consumers, or voters, will never buy what you're selling if they don't believe you are genuine. We can allow ourselves to be persuaded, even entertained, but we don't want to be lied to. Strong leaders who take a stand, and hopefully stand for the right thing, are increasingly rare in a political environment where waffling,double-talk and lack of follow-through are now the norm. It's why millions of Americans no longer vote anymore. Love him or hate him, Donald Trump does not have the fear of man and is not bound by political correctness. That's where he is striking a chord with a lot of people, and he's using tried and tested PR tools to get the job done.