In an exclusive piece, Baha Hamadi, Managing director of Keel Comms argues that image is currency, bold moves carry more weight than elegant rhetoric, however, messaging should focus on persuasion rather than conflict.
Disclaimer: Op-ed pieces reflect the views of their authors rather than that of Communicate or Mediaquest at large.
Whether we think US President Donald Trump's policies are good or bad is not the point of this discussion. My focus is on his approach to public relations and public perception, which in my opinion is tremendously redefining modern leadership and media engagement.
President Trump’s mastery of PR is an undeniable force. In a world saturated with political correctness and scripted messaging, he stands out. His PR prowess is largely responsible for his phenomenal comeback to the White House. Every statement, every alliance, every calculated risk stems from a profound understanding of how audiences engage with information. Whether admired or reviled, his ability to dominate the news cycle is a case study for those in the communications industry.
The power of the spectacle
From the moment Trump descended the golden escalator to announce his candidacy in 2015, it was clear that conventional wisdom would not dictate his strategy. Spectacle became his signature. Where others relied on carefully crafted talking points, he knows that an unfiltered approach—complete with controversy and bravado—would magnetize attention. In the age of dwindling attention spans, controlling the narrative is about ensuring candidacy and visibility rather than playing it safe.
Understanding that perception shapes reality, he turned political rallies into high-energy entertainment spectacles. Every element—the stage, the lighting, the roaring crowds—was carefully crafted to reinforce his brand. Even an assassination attempt became an opportunity as he seized the moment with a dramatic, camera-ready pose. Streamed across social media, including his own platform, Truth Social, and broadcast on major news networks, these events often overshadowed his opponents' traditional campaign stops. While others delivered policy speeches, he delivered a performance.
The magnetism of beautiful and charismatic people
Image is a currency. Throughout his career, Trump has surrounded himself with striking, camera-friendly individuals. From business ventures to his political administration, a pattern emerged—charm, looks, and presence mattered. The subliminal impact is undeniable; audiences are naturally drawn to charismatic, well-dressed figures, whether in the boardroom, on television, or in the political arena. Appearance matters.
The blunt instrument of candor
While others filtered statements through committees, Trump spoke directly and instinctively. His communication style defied the norms of politics. In doing so, he projected an image of authenticity. The absence of rehearsed perfection made him relatable to millions. Controversial remarks, off-the-cuff insults, and direct attacks on opponents worked not in spite of their abrasiveness but because of it. The calculated unpredictability of his words kept audiences engaged, forcing both admirers and detractors to tune in.
The strength of strategic alliances
Few figures have leveraged alliances as effectively as Trump. Despite his reputation as an outsider to politics, his ability to forge relationships with power players across industries enabled him to maintain influence. His alliances extended beyond politics into media, business, and entertainment.
Tying himself to high-profile individuals amplified his reach. Whether through endorsements from influential figures like Elon Musk, mutually beneficial media partnerships, or unexpected diplomatic overtures, he cultivated relationships that expanded his narrative. Critics viewed some of those ties as opportunistic, but from a communications standpoint, they were tactical moves that reinforced his omnipresence.
The mindset of business over politics
Traditional politicians govern through ideological frameworks. But Trump approaches leadership like a business executive—prioritizing efficiency, disruption, and negotiation. Much like a CEO, he treated decision-making as a process of maximizing returns rather than appeasing interest groups. Trump’s approach mirrored a philosophy of aggressive deal-making, results-oriented policies, and a relentless push for economic growth. And that’s one of the reasons people don’t get him.
Action over words
Trump recognized that bold moves carry more weight than elegant rhetoric. While others sought consensus through endless discussion, he focused on implementation. Whether through trade wars, deregulation, or foreign policy, his action dictated outcomes.
His tax reforms, judicial appointments, and economic strategies reflected this mindset. The speed at which he is pushing major initiatives signals to his base that promises were not empty. Even controversial policies gained credibility through tangible execution.
Change management in leadership
Disruptors face resistance. Trump, like any force of change, encountered fierce opposition from entrenched bureaucracies, media institutions, and political elites. Yet, managing upheaval is a hallmark of effective leadership. Disrupting the status quo demands more than gradual reform—it requires an appetite for conflict and a willingness to endure backlash.
The missing link: Breaking down the benefits to the public
Despite his strong communication skills, one gap remained—clearly conveying the tangible benefits of his policies in a way that resonated beyond his core base. Business-minded individuals often grasp Trump’s strategic moves, but many others do not. While economic growth, job creation, and deregulation had measurable impacts, the messaging frequently prioritized conflict and coercion over persuasion, leaving potential supporters unconvinced. Leaders who implement change must ensure that audiences understand its advantages. While Trump excelled in mobilizing loyalty, a clearer and calmer articulation of long-term benefits might have converted skeptics into supporters.
A lesson in dominance
Success in public relations is not about being universally liked. It is about commanding attention, shaping perception, and ensuring relevance. Trump is all about those principles. His methods may be divisive, but they are undeniably effective.
