Professor George Lakoff of Berkeley University says US President Donald Trump uses four main tactics to set the news agenda through his tweets. Here’s his analysis:

So can brands use similar tactics? Or would that be a formula for disaster? Today the Brand Newsroom team takes a look at what we can all learn from Trump’s Twitter.


Here are some key take-outs:

  • Trump uses these tactics negatively and, while it has worked, more and more people are starting to see through it and his polls are slumping. It would not be a good way for brands to go to market.
  • The repetition of message clearly works for Trump. Can you think of the New York Times without thinking of “the failing New York Times,” even though the paper isn’t failing?
  • Some of Trump’s tactics amount to not taking responsibility for yourself and your actions, which is a bad tactic for brands. You’re breaking trust with the consumer.
  • When it comes to a “trial balloon,” it’s a pretty common tactic for both politics and brands. Some people will view it cynically but it often works quite well.


On My Desk


Here are the links you might need


Have you heard the one about…

Recently Sarah and Nic were joined by Jamie Wilkinson of Cannings Purple to take a close look at the Cooper’s Brewery video PR disaster.


And here’s a discussion about the dos and don’ts of corporate video.


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