In PR Week, Chris Daniels reports that most are braced for uncertainty. Trump is a leader full of surprises. And that is the core of his power. He controls the narrative by changing it, frequently on a dime.
But, in more specific terms, public affairs firms have developed a distrust of data. Sure, it's to be looked at. But be careful how it's interpreted. Better yet, start out any client campaign on the ground, with the people. And build the campaign bottom-up. Grassroots is the new road to results.
How clients are advised to communicate will change. Perhaps significantly. Instead of a business-like tone, they will have to come out and meet the people. That started as The Facebook Effect. Trump only demonstrated how much that populist approach resonates.
Also how clients present "evidence" will have to lose its elitist roots. That is, instead of simulating a Harvard term paper, the presentation of an argument will have to have myriad sources. Those could, yes, include research. But also folk wisdom, common sense, and inspirational stories.
The transition to the new kinds of communications will provide increased work for those who know how to listen to the people and the marketplace.
The world has changed. Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (firstname.lastname@example.org).