Trump and Biden campaigns rethink communication strategies post assassination attempt
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The assassination attempt on former President Trump has served as an inflection point for him and President Biden — each of whom are changing the way they communicate to try to show they are presidential and can unite the country.
Why it matters: It presents an opportunity for a much-needed PR reset for both campaigns as they rethink how to appeal to voters through new communications strategies and softer rhetoric.
Between the lines: Consistency is key if you hope to win votes with new messaging, says one longtime GOP campaign operative.
- "Resets are common occurrences in political campaigns, but the true test of something like this is the longevity of that reset — rather than one speech or one given week," the operative said.
- "Voters will need to see [the change] over a long period of time before even beginning to think of it as more than just a temporary tactic."
State of play: In the weeks following the debate, Biden's team has attempted to change the narrative that he is unfit for office by scheduling more TV interviews, press conferences and public events.
- After the shooting at the Trump rally last weekend, in which an attendee was killed and the former president wounded, Biden addressed the nation several times and made calls to "lower the temperature in our politics."
- Trump, meanwhile, showed a more subdued demeanor during and after June's presidential debate. And since the shooting, aides told Axios he plans to face the moment by toning down his "Trumpiness."
Yes, but: Just because Trump has softened his rhetoric, it does not mean other GOP leaders or supporters will stay on message — a common challenge every communicator faces.
By the numbers: While more people are reading about Trump since Saturday's shooting and during the Republican National Convention, Biden's message of unity is breaking through in larger numbers via traditional media, according to media monitoring platform Memo.
- Memo, which tracks readership of news articles from a sample of 80 national and large regional news outlets, found that Biden's response to the attempted assassination drove over 15 million readers between July 13-16.
- Trump's public response following the attack has been read by 4.7 million readers, per Memo data.
Of note: These readership numbers do not take social media chatter into account.
- Plus, news consumption is down and many are flocking to nontraditional outlets for news and information.
What they're saying: The advantage still goes to Trump, says Narrative Strategies CEO Ken Spain.
- "He has emerged with an even greater image of strength after surviving the assassination attempt," Spain said. "In Biden's case, he was afforded the opportunity any president gets in a moment of national crisis to project strength and mute his critics."
- "[Biden] successfully circled the wagons for about 72 hours, but it appears that window is closing."
What to watch: Both candidates will have to show that they are the uniting force, and not just say they are.
- How Biden and Trump handle this moment — and the division and misinformation that preceded and has followed it — could reinvigorate the campaigns and stifle critics.
What's next: Trump will give his prime-time speech at the Republican National Convention on Thursday.
The bottom line: Like all effective communications, their message must be consistent and rooted in action.
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