COM 584 PR Campaigns

Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.

Proceed with Caution

Ah, the dreaded share button. It’s one button that may or may not be one’s best friend or worst enemy. I say this because you could either “win the internet” or became the topic of negative discussion on the evening. Therefore, you’d probably prefer the former.

In the field of public relations, there’s little room for error. One example caught my eye. Yes, it has to involve the tabooed topic that nobody can talk about: Donald Trump. Trump has been an easy target for political experts from either side of the aisle during this election year, but his usage of social media has taken centerstage.

This past summer, Trump’s social media controversy involved constant complaints from skeptics via Twitter. In fact, Trump tweeted an image of Hillary Clinton that showed cash in the background and read “the most corrupt candidate ever.” Skeptics accused Trump of being anti-Semitic with this tweet, which caused a firestorm for his campaign since it was posted on an anti-Semetic message board 10 days earlier.

From a public relations standpoint or a devils advocate to some, the Trump campaign’s usage of social media was intended to draw awareness of how Hillary Clinton is corrupt. Additionally, they seemed to take the self-fulfillment approach when reaching out to potential voters by trying to shame Clinton into submission.

However, in an election cycle like this, Trump can have a self-fulfillment intention behind his tweets and not lose his base of supporters. Therefore, sharing content does draw away attention from Clinton. A New York Times study says that 73 percent of participants say they process information more deeply, thoroughly, and thoughtfully when they share it on their respective social media platforms.

Lastly, the buck doesn’t stop with Donald Trump in regards to being mindful with your content. When promoting your business and/or product, you can’t rely on preexisting support like Trump can. You have to cater to an informed audience that desires a niche that hasn’t been provided to them yet.

Photo credit: csc1950/Flickr




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This entry was posted on September 25, 2016 by in campaign, Chapter 3, content code, marketing, public relations, social media, Uncategorized.

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