How Strategic Communications Delivered Trump’s Win

By Pawlehouse Team

During his first term, President Donald Trump was impeached twice; first in December 2019 for abuse of power, pressuring Ukraine to investigate political rival Joe Biden and his son, Hunter Biden, in exchange for military aid. Secondly, for obstruction of Congress, refusing to cooperate with the House's impeachment inquiry by blocking witness testimony and document production. The second impeachment followed in 2021 after the January 6th Capitol riot for incitement of insurrection, allegedly encouraging the violent storming of the U.S. Capitol by his supporters to overturn the results of the 2020 election. The Senate acquitted him both times.

Trump not only became the first president in U.S. history to be impeached twice but faced multiple criminal charges after leaving office, and was convicted on 34 felony counts of falsifying business records in May 2024. So how did he deliver one of the greatest political comebacks in history against all the odds? I attribute his victory to among other things, the power of strategic communications. Let me demonstrate how his campaign team effectively deployed strategic communications from both his 2016 and 2024 campaigns.

Emotional and simplified messaging

In 2016, the slogan "Make America Great Again" (MAGA) became a defining rallying cry for Trump's 2016 campaign, emotionally resonating with voters who felt disenfranchised by economic change and immigration. The slogan was simple, memorable, and tied into deep-seated nationalistic and nostalgic sentiments.

In 2024, Trump kept the "MAGA" brand intact, further building on it with "MAGA 2.0" and new variations such as "Save America." His messaging in 2024 emphasized the idea of "restoring" America from what he depicted as disastrous policies under President Biden, particularly on issues like inflation, border security, and foreign policy. This consistent emotional appeal to nostalgia and patriotism remained a cornerstone of his strategic communications.

Direct engagement

Trump’s 2016 campaign leveraged Twitter, now X, as his primary communication tool, allowing him to bypass traditional media filters and directly engage with voters. His tweets were often designed to generate controversy and dominate the news cycle. For example, during the 2016 campaign, Trump tweeted about "Crooked Hillary," which quickly became a viral hashtag and a central part of his messaging.

In the 2024 cycle, Trump continued to dominate social media, particularly on platforms like Truth Social (his own platform), to speak directly to his base and reinforce key issues like immigration, the economy, and “election integrity.” His messages remained bold, quick, and attention-grabbing, amplifying his “outsider” status and challenging mainstream narratives.

Targeted audience

Trump's 2016 campaign used advanced data analytics and micro-targeting to reach specific voter segments. One example was his campaign's use of Facebook ads to target working-class voters in key battleground states like Michigan, Wisconsin, and Pennsylvania. Ads focused on themes like job loss, trade, and immigration, tailored to resonate with voters who felt left behind by globalization.

In 2024, Trump's campaign continued to utilize data-driven strategies to target specific voter segments, especially with digital ads and email campaigns. The campaign invested in sophisticated micro-targeting to persuade swing voters and bolster turnout among his loyal base. For example, his campaign ran ads emphasizing concerns over crime, immigration, and economic instability under the Biden administration, using tailored messages for voters in key swing states to sway their votes.

Strategic misinformation

The intentional use of media to shape narratives, control information or influence public perception by making controversial or misleading statements is what I call strategic misinformation. It works wonders. In 2016, Trump used controversial, often polarizing statements to stay at the center of the media spotlight. A prime example was his 2015 announcement speech where he claimed that Mexico was "sending rapists" to the U.S. This sparked widespread backlash but also ensured that Trump was the focal point of national conversation. It helped solidify his tough-on-immigration stance and appeal to voters who were frustrated with the status quo.

In 2024, Trump's campaign maintained its media manipulation strategy. His statements about “rigged elections” and “deep state” conspiracies, along with frequent attacks on political opponents like Joe Biden and "RINOs" (Republicans in Name Only), generated constant media coverage and further cemented his status as a disruptive force. His willingness to make bold, often controversial claims kept him in the public eye and energized his base.

With all odds seemingly stack against his fate, President Trump harnessed the magical power behind strategic communications, deploying the right message – with fury and favor - to his most important audience, the voter. By maintaining a strong, consistent message and harnessing modern digital tools, Trump's team effectively communicated his vision and disrupted traditional political strategies. It’s this clever, compelling, and strategic approach that completed his puzzle piece to the White House.

The Pawlehouse Company is a fully integrated media & communications collective, deploying powerful storytelling to shift mindsets and inspire action for lasting change. We focus on three core areas: Strategic Communications, Media and Youth Engagement.