What Political Campaigns Teach Us About Modern PR Strategy

Last year’s presidential campaigns revealed a transformative shift in communication strategies. The traditional "big wins,” such as interviews with The New York Times or appearances on national morning shows, were overshadowed by long-form conversations on niche media platforms and podcasts like "Call Her Daddy" and “The Joe Rogan Experience.”

For brands, these strategies offer valuable lessons in navigating today’s media landscape. As the presidential campaigns demonstrate, going beyond traditional media to prioritize deep connection with target audiences can cultivate stronger engagement with PR campaigns.

Diversify Beyond Big-Brand Media

Gone are the days when success relied solely on securing features in top-tier outlets. This campaign cycle demonstrated the power of prioritizing niche media and podcasts that cater to specific audiences.

By focusing on these targeted platforms instead of traditional media outlets and national TV programs, candidates connected directly with key demographics. They were also able to tailor their messages to resonate deeply with these groups, providing an opportunity to engage with voters that could potentially swing the election.

Similarly, brands can benefit from recognizing the value of trade publications, industry-specific podcasts, and smaller outlets that speak directly to their core audiences. Focusing only on large media placements risks overlooking these highly engaged communities. Trade publications, for example, may not have the glamour of The Wall Street Journal, but they provide meaningful touchpoints with decision-makers and influencers in your field.

Rethink Media Influence

The dominance of podcasts in this past year’s campaigns highlights a significant media shift. Major podcast series now boast audiences that dwarf the viewership of national TV programs. An interview on a top-ranking podcast can reach millions, far surpassing the combined audience of traditional evening news shows.

For brands, this is a call to rethink media priorities. Since reach is no longer dominated by traditional media sources, being creative and thinking outside the box can be a critical play for moving the needle. Podcasts, in particular, offer a unique opportunity for long-form storytelling and deeper audience engagement. In this way, thinking beyond traditional media and embracing creative channels can lead to more impactful results. 

Prioritize Quality Over Quantity

While the presidential campaigns varied in frequency, one theme was clear: quality trumps quantity. Rather than measuring success by the number of press pickups or sheer volume of placements, the main focus was on the impact of each piece.

For PR campaigns, this translates to targeting outlets that align with your audience and goals rather than pursuing broad, generalized coverage. Measuring PR success by the number of press release pickups or total number of links to a story does not properly communicate the impact of a campaign. Instead, five well-placed articles or interviews that spark meaningful engagement with your audience can drive more impact than 100 generic mentions.

Final Takeaway: Evolve Your PR Strategy

Political campaigns are a masterclass in communication strategy, and last year’s approach offers brands a clear roadmap for success: diversify your media focus, prioritize impactful channels, and measure success by the depth of audience connection rather than surface-level metrics.

In today’s evolving media landscape, success belongs to those who embrace innovation, think strategically, and understand where their audience truly listens. By taking a lesson from the 2024 presidential campaigns, you can design a targeted, modern communications strategy that deepens brand engagement and drives results.