PR lessons from the 2024 election: 5 takeaways

The 2024 general election wasn’t just a political slug fest — it was a clinic in modern communication strategies. Campaigns highlighted what works, what fails, and how to connect with audiences to inspire action. For public relations professionals, this election provided a clear reminder of the power of authenticity, the shift to digital-first engagement, and the importance of respecting your audience’s lived experiences. Here are five PR lessons from the election that can guide communicators, whether on a national stage or right here in Alaska.

1. Authenticity is king

Authenticity remains the gold standard for building trust and loyalty.

Donald Trump’s campaign doubled down on consistency and relatability, leveraging his unfiltered, direct style to resonate with his base while attracting independent voters. His messaging framed him as a champion of the working class, focusing on shared frustrations and everyday struggles. Voters knew exactly where he stood — provocative remarks included — and appreciated the straightforwardness. 

For communicators, the lesson is clear: Know your audience, and speak to them in a way that’s real and relevant. People respond to messages that reflect their values and lived experiences. The days of overly polished corporate-speak are waning; audiences want real connections and straight talk.

2. Talking points and nuanced messages have their limits

While mastering an “elevator speech” is critical, over-reliance on talking points can backfire.

Kamala Harris struggled to seal the deal with voters because she relied too heavily on rehearsed statements and complicated answers. Audiences — and the media — were looking for direct answers, and when she pivoted back to established talking points, it left many feeling uninspired. Her positions on key issues came across as unclear, and unrelatable. 

This serves as a reminder for PR professionals: while preparation is essential, adaptability is just as important. Whether speaking in public or engaging in Q&A with journalists, try to strike a balance between clarity and authenticity. In a world that demands “real talk,” rigid adherence to scripts can do real damage. While Trump’s penchant for “speaking from the gut” sometimes compromised the accuracy of his statements, his off-the-cuff style resonated with voters. 

3. We live in a digital world

To succeed, you must meet audiences where they are — and increasingly, that’s online.

Trump’s team made good use of digital platforms, with a particular focus on short-form video. Viral clips from rallies and speeches flooded platforms like X (formerly Twitter) and YouTube, bypassing traditional media gatekeepers and engaging audiences directly. These strategies didn’t just amplify his message — they made it shareable, sustaining momentum across news cycles.

For PR pros, the takeaway is simple: Prioritize content that resonates on digital platforms. From interactive Q&As to educational reels, crafting engaging narratives can make even complex policies or issues relatable and compelling. For Alaska-based campaigns, this means thinking strategically about how to amplify messages to reach urban centers and remote communities alike.

4. Never discount lived experiences

Facts alone can’t outweigh someone’s reality. The “don’t believe your lying eyes” message is not a winner. 

One of the most critical missteps in 2024 was failing to align messaging with how people perceive their own circumstances. Telling voters the stock market is at record highs when cereal costs $9 a box feels tone-deaf. Communicators must acknowledge the gap between macro-level data and individual realities — or risk alienating audiences. 

In PR, this means empathy is mandatory. Respecting your audience’s experiences builds credibility. Ignoring or dismissing those experiences invites blowback, whether it’s in politics or public relations.

5. The media landscape has changed forever 

The way people consume media is shifting — and PR strategies must keep up.

Traditional media channels like TV and print are no longer the gatekeepers they once were. Trump’s campaign (and Nick Begich’s here in Alaska) leaned heavily on direct-to-audience tactics, using social media and live events to circumvent traditional outlets while still interacting with the press to some extent. Kamala Harris, to her credit, used niche media, such as specialized podcasts, to connect with specific communities.

For Alaska-based communicators, the lesson is to meet audiences where they are. Alaskans consume news through a mix of traditional outlets, local influencers, and national and regional podcasts. While options for earned media have expanded, they’ve also fragmented. Targeting smaller, highly engaged audiences through niche platforms is the way of the future. 

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What does this all mean for PR? 

The 2024 election underscored the importance of adjusting strategies and tactics to match modern audiences’ expectations. Whether you’re advocating for a policy, promoting a brand, or navigating a crisis, these lessons apply. As PR professionals, we should take these insights and use them to better serve our clients and the public good—whether that involves navigating a national campaign or telling stories here in Alaska.

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Blueprint, a Thompson Company, is Alaska’s go-to bipartisan firm for public affairs and strategic communications. Organizations from major industry leaders to small family businesses turn to Blueprint to influence policy, raise message visibility, engage stakeholders and achieve results.