The Attention Economy rewards bold, engaging messaging. Here’s 8 ways PR pros can adapt Trump’s tactics – ethically and effectively.

This is the Attention Economy. Every notification ping, headline, and piece of content is vying for a slice of the most valuable resource of all: your audience’s attention. 

This shift has fundamentally changed how brands, individuals, and even governments communicate. In this Attention Economy, success is often dictated by the ability to capture and sustain public interest in the moment. And then keep their attention over time.

President Donald Trump – whether you agree with his policies or outlook or not – has proven to be a master of this new reality. His ability to dominate news cycles and conversations is unparalleled. 

For PR and communications professionals, the question is: what can we learn from this? How can we adapt these strategies in ethical, impactful, and non-divisive ways to achieve similar levels of engagement? Let’s break this down.

1. Eye-catching communication

Trump’s success stems, in part, from his ability to cut through the noise. His provocative statements and bold claims were impossible to ignore. For PR professionals, the takeaway isn’t to be inflammatory but to craft imaginative, standout communication that grabs attention.

Actions:

  • Use bold visuals, clever copywriting, and unique formats to create content that stands out.
  • Embrace storytelling that surprises or challenges conventional thinking.
  • Take calculated risks by addressing trends or topics that others might overlook.

2. Strong thought leadership

While Trump’s polarising effect was a hallmark of his strategy, this can be reframed as an example of strong thought leadership with an authentic zeal. In the Attention Economy, being “bland” is the same as being invisible. Brands and leaders need to take a stand and have a clear voice, inching away from “corporate brand messaging” that smells of sales.

Actions:

  • Establish your brand as a thought leader by having a clear, consistent perspective on key issues.
  • Publish opinion pieces, blogs, and reports that demonstrate expertise and add value.
  • Encourage executives and spokespeople to speak authentically and passionately about their values.

3. Consistency of messaging

One of Trump’s greatest strengths is his ability to hammer home key messages – whether it was a campaign slogan or a criticism of his opponents. Repetition helped embed his ideas into public consciousness, even bringing “credibility” to his most outlandish conspiracies.

Actions:

  • Develop core messaging that reflects your brand’s mission and values, and stick to it.
  • Ensure consistency across all channels, from social media to press releases to public appearances.
  • Use repetition strategically to reinforce key points, but find ways to keep the delivery fresh.

4. Solutions-based communication

A key to Trump’s resonance with his audience was his ability to tell them what they wanted to hear. He didn’t sell himself as an abstract figure or ideology but as the solution to their specific problems. Instead of delivering preachy or top-down messages, he effectively said, “I hear you, and I’m responding to you.”

Generated image of Donald Trump

Grab the Attention Economy like President Donald Trump

Actions:

  • Understand your audience’s pain points and frame your messaging around how you can solve them.
  • Focus on empathy and responsiveness. Let your audience feel heard and valued.
  • Shift from brand messaging to audience-driven solutions that directly address their needs and concerns.

5. Direct engagement with your audience

Trump’s use of social media to communicate directly with his audience bypassed traditional media filters and created a sense of immediacy and authenticity. PR professionals can adapt this approach by prioritising direct engagement.

Actions:

  • Leverage social media to create two-way conversations with your audience.
  • Host live Q&A sessions, respond to comments, and be present on platforms where your audience spends time.
  • Use digital tools like email newsletters or community platforms to communicate directly and consistently.

6. Embracing the media

Trump’s understanding of how the media works allowed him to stay in the spotlight. He provided content that was impossible for outlets to ignore because it drove clicks, views, and discussion. While this often involved controversy, PR professionals can harness the same principles ethically.

Actions:

  • Create newsworthy moments by tying campaigns to trending topics or current events.
  • Provide media outlets with high-quality, ready-to-publish assets, such as compelling press releases, data visualisations, or interviews.
  • Build relationships with journalists by being a reliable and responsive source.

7. Fostering emotional connection

Trump’s messaging often tapped into deep emotions – whether hope, fear, or anger. While some of these tactics were divisive, they highlight the importance of emotional resonance in communication.

Actions:

  • Craft campaigns that appeal to your audience’s aspirations, fears, or values.
  • Use storytelling to humanise your brand and create an emotional connection.
  • Balance rational messaging with emotional hooks to drive deeper engagement.

8. Agility and speed

In the Attention Economy, speed is critical. Trump’s ability to respond quickly to events kept him at the centre of the narrative. PR teams can adopt this agility to stay relevant.

Actions:

  • Monitor news and social media in real-time to identify opportunities for timely engagement.
  • Streamline internal approval processes to react quickly to breaking news or trends.
  • Develop a crisis communications plan to address challenges swiftly and effectively.

Closing thoughts on the Attention Economy

The Attention Economy rewards those who can captivate and engage their audience consistently and creatively. Donald Trump’s methods – though often controversial – offer valuable lessons in how to thrive in this environment.

By adapting these strategies with integrity and thoughtfulness, PR professionals can elevate their work and ensure their messaging resonates in a crowded and competitive landscape.