Communicating Effectively in a New Administration
In 2018, Republican strategist and CNN commentator Brad Todd co-authored The Great Revolt, a Washington Post bestseller that examined the new populist coalition that reshaped American politics and powered Donald Trump to victory in 2016. Todd’s work sheds light on a diverse electorate—blue-collar workers, former labor union leaders, college-educated professionals, and political skeptics—united by a shared desire to disrupt the status quo in Washington.
This week, Todd sat down with Katy Montgomery, Executive Vice President and Chief Client Officer at Adfero, for an in-depth discussion on how this coalition has evolved and its implications for politics, governance, business, policymaking, and society. As we navigate a new chapter with Trump’s return to the presidency, this conversation offers an opportunity to reflect on the coalition’s transformation since 2016 and its enduring impact on the political landscape.
Shifting Party Identities
The days of the traditional Republican and Democratic parties are long gone. In 2016, Trump defied traditional politics by building a new, durable coalition that was different from the traditional Republican Party – and it has only expanded since. The 2024 election saw the most economically and racially diverse Republican voting block of any election, with union workers and Black and Latino communities, long aligned with the Democratic party, turning out for Trump and driven by the promises of change.
As these parties and political coalitions evolve, so must the strategies used to communicate with them. This new administration provides an opportunity to re-evaluate your target audiences, understand how their demographics and priorities have shifted, and tailor your message to meet them where they are.
Skepticism of DC
As Todd noted, the incoming administration thrives on disruption, rejecting the traditional norms of DC politics. This mindset fuels widespread skepticism of centralized power – whether in government, media or big business. Americans increasingly demand more choices and reject pre-curated solutions, turning populism into a driving force for decision making.
For communicators, understanding this environment is essential. The growing disconnect between corporate and consumer interests underscores the need for authenticity. Craft messages that resonate with your audience’s lived experiences to build genuine connections and stay relevant in this shifting landscape.
New Media Rules
In recent years, Americans have turned away from traditional media, opting for podcasts and social media to engage with topics and voices they trust. Both 2024 presidential candidates tapped into this shift, using long-form platforms to share in-depth views and build personal connection. Notably, a single Joe Rogan interview outperformed all presidential debates in downloads and engagement—a clear sign that unedited, meaningful conversations are what audiences crave.
As Todd noted, communicators should view the media landscape the same way the customer does. Meet your audience where they are—on podcasts, social channels, and other long-form platforms—and offer authentic, compelling content. Whether amplifying an advocate’s voice or CEO’s perspective, create opportunities to tell richer stories. The key is not just joining the conversation but leading it with content that resonates deeply and builds trust in a meaningful way.
Election cycles represent broader changes in the way we think and communicate. As you or your organization prepare for the next four years, keep these trends in mind when considering how to effectively reach audiences in this new era.
Listen to the full conversation below:
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