The Subtle Power of Influence: How Elections Reveal the Limits of Visibility

The recent election sheds light on the complex dynamics of influence in modern politics. Despite the energy around celebrity endorsements and an active social media presence, the outcome suggests that visibility alone doesn’t equate to impact. From a PR standpoint, this is a crucial reminder that influence is often rooted in tone, relatability, and an authentic understanding of public sentiment—factors that transcend mere popularity.

Presence vs. Persuasion: Understanding True Influence

In the digital landscape, social media often creates an illusion of public opinion, particularly when celebrities endorse a candidate or cause. This visibility has value—it draws attention, generates excitement, and can create a sense of momentum. But attention doesn’t automatically equate to persuasion. While Kamala Harris gained considerable celebrity support, Trump’s approach relied on a more direct, everyday language that resonated with a broad spectrum of people. Harris’s backers included high-profile figures such as Taylor Swift, Beyoncé, Eminem, Bruce Springsteen, LeBron James, Oprah Winfrey, Meryl Streep, Chris Rock, Ariana Grande, and Jennifer Lopez, among others. This widespread support amplified her visibility, particularly on social media platforms where the majority of discourse favoured her candidacy. However, such visible backing can provide a misleading sense of widespread support. Online platforms often create echo chambers, and celebrity endorsements can boost attention but don’t necessarily translate into deep voter persuasion. Trump’s tone and word choices, on the other hand, felt familiar and accessible, connecting with audiences in a way that high-profile endorsements alone couldn’t achieve.

Trump’s language is simple and colloquial, using phrases like “drain the swamp” or “fake news.” These phrases tap into common frustrations without requiring detailed explanation, letting his message feel inclusive even to those who might not be politically engaged. Phrases like “the guy working in the factory” or “the small business owner” allow him to speak to people’s daily realities in a way that feels personal. Harris, on the other hand, often uses a structured, aspirational tone, focused on reform and collective ideals. While polished and purposeful, her style can feel institutional, requiring her audience to connect more with the vision than with everyday specifics.

This contrast illustrates a broader point: relatability in communication isn’t limited to politics—it’s essential for public figures across all fields. In PR, this shows up in different ways, from how a brand speaks to customers to how a spokesperson engages with the media. Celebrities, CEOs, and even brands can all benefit from striking a balance between visibility and familiarity. Whether for a fashion icon, a tech CEO, or a political candidate, a conversational tone often brings a feeling of authenticity that sophisticated language may not. For PR professionals, this means that reaching an audience and truly influencing it are distinct challenges. While polished communication can inspire respect, familiarity tends to foster genuine trust.

The Power of Tone and Relatability

Trump’s tone, though often polarising, is undeniably relatable, speaking as though to friends rather than constituents. His unrefined, conversational style brings a sense of intimacy, regardless of the listener’s background—whether they’re a factory worker, small business owner, or diner regular. Harris, by contrast, uses a more policy-driven and refined tone that aligns with her structured vision. For some, this style is compelling, but for others, it can feel a step removed from their daily lives.

In PR, this difference highlights a crucial insight for all public figures: while sophistication and structure inspire admiration, relatability is what builds lasting trust. This lesson is relevant across industries and personas, from politicians and athletes to CEOs and influencers. Effective PR recognises the need to reach people on a human level, understanding that influence isn’t just about gaining visibility but about making audiences feel genuinely understood.

From McDonald’s to the Garbage Truck: Trump’s PR Playbook on Relatability and Opportunity

The difference in PR approaches between Trump and Harris is starkly illustrated by Trump’s recent stints at McDonald’s and his sanitation worker appearance. Trump has shown a keen eye for spotting PR opportunities that allow him to portray himself as aligned with “everyday Americans.” In response to Kamala Harris’s story about working at McDonald’s in her youth, Trump took a shift himself, donning an apron and working the fryer while engaging with customers. The move not only mocked Harris’s narrative but also created a memorable photo opportunity that framed Trump as “walking the walk” of regular Americans.

Trump’s garbage truck appearance was another PR response, this time seizing on a verbal misstep by President Biden. When Biden called out “garbage” rhetoric after a comedian at a Trump rally insulted Puerto Rico, his words were misinterpreted as calling Trump’s supporters “garbage,” sparking conservative outrage. Although Biden later clarified, the misstep gave Trump the perfect opportunity to capitalise on the uproar, comparing Biden’s words to Hillary Clinton’s “basket of deplorables” remark. In a show of solidarity, Trump donned a reflective vest and climbed into a garbage truck at a rally, declaring, “250 million Americans are not garbage.” By turning Biden’s words into a literal image, Trump created another impactful photo op, reinforcing his position as someone who stands with his supporters, while highlighting the Democrats’ supposed disdain. This mix of humour and direct imagery strengthened his relatability, allowing him to connect deeply with audiences who feel underrepresented by political elites.

Influence Beyond Social Media Metrics

In PR, true influence runs deeper than celebrity endorsements or social media visibility. While these factors create an illusion of consensus, they don’t always capture the broader public’s sentiments. Quiet voices, undecided voters, and those less visible on social platforms often carry significant weight. For PR professionals, this election underscores the importance of understanding these unseen layers of public opinion. Going beyond surface-level visibility helps us craft messaging that resonates across the full spectrum of an audience.

Beyond Visibility to Lasting Influence

In the end, this election highlights an important lesson for those in PR: visibility alone doesn’t create lasting influence. Success lies in recognising the complex layers of public sentiment, embracing diverse communication styles, and appreciating that influence often stems from quieter, less visible spaces. Moving beyond surface popularity and fostering real connections is what ultimately resonates, and respects the audience’s varied perspectives and values.

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