Donald Trump is working a pretty sophisticated PR ploy with the fingerprints of reality TV all over it.
The American Establishment has been busy predicting Donald Trump’s demise since last June when he announced his run for the President of the United States.
Yet he has consistently led the national polls for the Republican Party nomination.
Trump was a reality TV star for 14 years and his show ‘The Apprentice’ made him an international celebrity. Now it seems he has migrated the essential ingredients of that genre into a campaign style that has delivered considerable success.
Trump is all about show.
Right now Donald Trump leads the polls for the Republican nomination for President even though the US Presidential Election is a year or more away and early primaries in Iowa and New Hampshire are off in the distance.
Not only is he leading – and if major US polls are right – doing so by impressive margins.
People who follow US politics and who live elsewhere can only wonder how a candidate like The Donald is a serious contender for the Presidency. Particularity with a campaign performance that so far would sink any mainstream politician.
Trump is bold, brash, full-on and often offside and ventures where other Republican candidates dare not go but soon are tamely forced to follow.
Today content marketing is all the buzz but its origins go back to 1917 and a newspaper man named George Creel.
America dons khaki
When the the Unites States declared war on Germany in April 1917, the Allied Powers had been fighting since 1914. America mobilised over 4 000 000 military personnel and the infusion of American manpower and materiel into Europe changed the course of the war.
Close on 2 000 000 Americans served in France and by November 1918 nearly 10 000 soldiers or doughboys were arriving in France every day. By the end of the War America had suffered 110 000 deaths – almost twice as many as the number of Australians who died in that brutal conflict.
Fred Cook received PRSA’s highest award at the Conference.
The usual bleats about PR were gone
I have just returned from the International Conference of the Public Relations Society of America attended by nearly 3000 PR people of all backgrounds and from all parts of the globe.
A key theme over the four day Washington DC meeting was confidence.
Indeed there was an air of confidence ‘in the room’ as delegates debated, listened and argued about the future of PR. Globally the communications economy is picking up and organisations are more aware than ever of the value effective communications brings to business bottom lines.
Sometimes you can easily overlook how serious you must be to succeed at content marketing.
Once you begin a conversation with clients, customers, citizens or fans it takes time, effort and energy to maintain the connection, keep things fresh, build audience and generate loyalty.
For example take the newly established American Athletics Conference which is staging its inaugural Women Basketball Tournament this weekend. A dedicated digital team is communicating the match-ups between 12 teams who have traveled across the US to compete. Located court side and venturing into locker rooms, the digital team opens up the tournament to fans beyond the arena through scores, updates, images, video and interviews.
I collect coffee mugs of places I’ve been. Sometimes they measure my marketing experiences.
First impressions count in content marketing, just like they do in the rest of life. That first encounter is the point from which a customer either grants or withholds permission for you to have a continuing conversation with her. And those conversations can stall or blossom into a relationship that benefits you both.
But do first impressions count in the academic world? Absolutely and here’s a small example.
Harvard and Yale are two of America’s long standing and most prestigious schools. Both have produced US presidents, esteemed diplomats, corporate leaders, pioneering researchers and generations of blue chip lawyers.
Ever wondered why the US leads the way in PR, advertising and marketing?
And why it is that Americans pioneered the great communications breakthroughs of the past 100 years? Radio, TV, the Internet, smart devices, Google, Twitter, Facebook. The list goes on goes on and on.
One simple but rarely mentioned reason could be that Americans love to chat, and two events this past week illustrate this.
Jay Leno, the all American TV compere, retired last Thursday. I did not know much about Jay. His 22 years of TV never crossed the Pacific to Australia. Yet judging by the goodwill surrounding his farewell Jay was successful and popular.