In the wake of the recent US election results, emotions are high. It’s easy to focus on our own personal responses. But for us as communications professionals, it’s essential to step back and analyse the powerful role that messaging, audience engagement and strategic planning play in shaping public opinion—something this election highlighted vividly.

To explore these complex dynamics, The Work Crowd brought together leading voices from the industry for an exclusive panel discussion. In collaboration with the PRCA, we unpacked lessons from this year’s US electoral campaigns and identified trends that will shape the future of communications.

Here’s what you need to know:

There’s power in strong, simple imagery

The 2024 US election brought into sharp focus the powerful influence of imagery and resulting reputation in shaping voter perceptions.

Donald Trump’s strategic use of ‘everyman’ visuals – working a shift at McDonald’s, for example, or standing by a garbage truck – achieved its unlikely goal of positioning him as relatable and aligned with working-class concerns. As one panellist pointed out, this man is not “self-made” in any way – in fact, he inherited more wealth than he currently holds today – and yet by employing such imagery, his team was able to align him with the values and the spirit of America’s working class. 

In contrast, Harris and her campaign team made use of celebrity endorsements. While there’s some notable merit in this approach, in comparison to the striking, simple pictures projected across the country of Trump serving burgers with a smile, Harris ran the risk of being perceived as elite and well-connected.

When it comes to our own communications strategies, the takeaway is clear: align your messaging and actions with your audience’s values and make absolutely sure it’s represented effectively through both visuals and storytelling.

Words matter

Our panel discussed what many perceive as a defining misstep in the Harris campaign: the framing of her opponent as a fascist.

The intended effect was to score points against Trump, but the unintended consequence was actually to alienate potential voters and spark more divisive debate. Anybody who hadn’t quite made up their mind yet was left insulted, forced to consider whether the Democrats were pointing the finger at them, too.

And that wasn’t the only issue. One of our panellists explained the knock-on effect of words like this:

‘This is a problem for many reasons, not least because of the division it creates between you and these potential voters, but you also end up in these odd, academic conversations about what defines – and what doesn’t define – a fascist. And the reason that matters is because actual voters end up thinking Democrats are talking about things that weren’t really all that important, rather than the actual issues that matter to them.’

The lesson here is twofold: respect your audience’s intelligence, respect their right to choose and don’t allow your communications to stray from the matter at hand/the things that matter most to them.  

We’re seeing a rise in anti-elitism

As evidenced by political and commercial campaigns alike, nobody responds well to being told what’s good for them. At more than one point during the panel discussion, the discussion asked how this election demonstrated a growing scepticism toward perceived elites.

This has profound implications for brands, particularly those in corporate and professional sectors. Whether you accept it or not, as communications professionals you are in a privileged position – with clumsy handling, you and your brand run the risk of being seen as ‘elite’ and it’s important to be aware of that.

Communicators must ensure messaging feels grounded and accessible, avoiding jargon, overly polished narratives or specific instructional content that could alienate audiences. For brands, this means adopting a tone that is inclusive, informative and conversational, rather than prescriptive.

The Diminishing Role of Legacy Media

This election underscored the declining influence of traditional media and the advent of Alt Media, as podcasts, influencers and social media shaped public narratives and, for many, represented primary news sources. High-profile appearances—such as Trump on Joe Rogan or Harris on Alex Cooper’s podcast—highlighted how these formats offer authentic, long-form engagement.

For communicators, podcasts present a valuable opportunity to diversify strategies by crafting platform-specific, audience-focussed messaging. Additionally, the election's use of micro-targeting demonstrated the power of data-driven outreach to connect with distinct demographics, rather than relying on traditional or legacy media.

For corporate communicators, adopting this approach requires not just precise audience insights but also a thoughtful understanding of their values to ensure genuinely meaningful and sustainable engagement.

Communications professionals will always be necessary

Our panel rounded things off with one very clear and important takeaway: the role of professional communications cannot be overstated. In spite of new and innovative campaign strategies, we saw both parties’ campaigns still rise and fall on the strength of their nuanced messaging, their ability to resonate and their alignment with audience priorities.

This kind of strategy cannot be crafted without the help of standout communications professionals. In a world where authenticity, clarity and empathy still drive connection, skilled professionals will remain indispensable in navigating change and shaping impactful narratives.

There’s still work to be done on our part

This election in particular serves as a reminder of the need for empathy and inclusivity in communication. And communications professionals also have a critical role to play in proactively driving inclusivity. Our panel touched on some of the ways in which we can prioritise a safe, equitable workplace in a politically turbulent climate:

• Amplify diverse voices
  • Use your platforms to highlight under-represented perspectives, fostering a genuine sense of belonging.
• Create safe spaces for dialogue
  • Ensure employees feel heard and valued, especially in times of heightened political or societal tension.
• Communicate with honesty and empathy
  • Whether addressing employees, customers or stakeholders, keep a firm grip on transparency and always acknowledge shared challenges.

As cultural and political divides deepen, it’s crucial for businesses to have a clear, proactive policy for engaging in social and political discourse. Balance authenticity with a careful consideration of the potential risks and benefits of taking a stance.

To discuss any of the topics covered by our panel in more detail, or to find out more about The Work Crowd, please get in touch with discussion chair and Head of Interim, Ben Mitchell.