It’s that time again—when pundits and journalists, including some who didn’t exactly nail their predictions this past election cycle, dust themselves off and jump back into the fray to share their fresh takes on what companies can learn from Trump and the GOP’s 2024 successes.
Reflection is always a good thing, but it shouldn't just be mainstream media looking in the mirror. There are lessons for each of us from the 2024 election. With that in mind—and drawing on my own experience as a former Republican Hill and administration staffer—here are a few reflections on how corporate communicators should consider positioning their executives based on learnings from the 2024 election.
Going a Layer Deeper
We’ve heard it everywhere: podcasts are having a moment. While undeniably relevant, the real value of podcasts during Trump’s campaign wasn’t the medium itself but the depth they provided to engage voters beyond the mainstream media. Podcasts gave Trump a platform to go beyond talking points, address criticism, humanize him, and articulate his platform uninterrupted —for those willing to listen.
For corporate clients, the key question isn’t whether podcasts are trendy but whether they align with your executive’s goals. Can your leader think on their feet and dive into meaningful conversations? If so, podcasts can be a powerful tool for shaping your brand’s relevance in today’s economic landscape. They connect the dots between your company’s history, values, and current strategy—if deployed at the right time and in the right way.
The takeaway? Know your executive. The opportunity lies in exploring ways to go beyond surface-level talking points, delving into topics that resonate with your audience and reflect your leader’s expertise and perspective.
Skip the Politics—and Maybe the Bylines
For too long, thought leadership has been tied to political positions. But today’s most compelling executives focus less on politics and more on culturally relevant topics—how they apply these to their brand, employees, and business goals.
Much of what passes for thought leadership feels recycled, and it’s harder to tell whether content is written by an executive, a staffer, or AI. As fewer outlets accept bylines, reconsider their importance altogether. Instead, focus on authentic, regular content that resonates with audiences and feels true to the executive’s voice.
Platforms like LinkedIn are reshaping how executives share insights, offering a space for ongoing conversations that shape perceptions of their leadership and the company. From personal reflections on leadership to quick takes on industry trends, this content cuts through noise, establishes credibility, and drives engagement.
Challenge the Corporate Consensus
Communications teams must do more than parrot mainstream priorities like ESG, DEI, and sustainability. While these topics are table stakes, top communicators stand out by challenging assumptions and strategically deciding when and how to address them.
Take ESG, for example. Critics focus less on its principles and more on whether ESG priorities outweigh fiduciary duties or if consumers and clients should have input. The best communicators stay close to the C-suite, ask tough questions, uncover blind spots, and craft narratives aligned with business goals while addressing broader concerns.
What is the Other Half Reading?
If you aren’t considering what the “other half” of the country is reading or listening to, you’re missing significant opportunities for engagement and growth. And this isn’t limited to political news—some of the best opportunities lie in niche interest areas.
Consider outlets and podcasts focused on hunting, specific sports like football or UFC, health, or volunteerism. These platforms seek fresh voices and perspectives and often shape how their audiences think about broader topics. Many “news influencers” don’t pull insights from mainstream sources but from unique voices engaging niche audiences.
Be Selective with Social Platforms
The temptation to be everywhere—especially with the rise of platforms like BlueSky—can lead to diluted efforts and missed opportunities. Some executives are leaving X (formerly Twitter) and exploring alternatives. While experimenting with new platforms might seem appealing, a more focused approach is often better: prioritize doing one platform exceptionally well, such as LinkedIn, which offers a professional, consistent way to share insights and engage meaningfully.
Executives should align platform choices with public affairs goals. If your business involves the Trump administration, consider the optics of leaving X for BlueSky. Where you show up can be as important as how you show up in today’s charged political environment. Strategic platform selection sends a message—make sure it’s the one you want to convey.
Final Thoughts As we move into 2025, communicators must go beyond surface-level strategies. By prioritizing depth, authenticity, and strategic timing, executives and brands can engage meaningfully with wider audiences and navigate an increasingly fragmented media landscape. It’s about knowing your platform, understanding your audience, and delivering resonant messages.
Rachel Millard (Rachel.Millard@edelmansmithfield.com) is a former Communications Director for Senator John Thune (R-SD) and current Senior Vice President within Edelman Smithfield, a global financial communications boutique that specializes in the financial markets and strategic situations.