PR and politics: Strategies That Transformed 2024
The year 2024 marked a turning point in global politics, showcasing the essential role of public relations in building narratives, shaping perceptions, and connecting with audiences. Leaders from Latin America to the United States utilized political communication to strengthen their leadership and overcome challenges.
In Venezuela, Nicolás Maduro consolidated his power amidst a persistent crisis. In Mexico, Claudia Sheinbaum made history as the first female president. Meanwhile, Donald Trump returned to the White House in the United States, and Kamala Harris solidified her role as an influential figure, despite not attaining the presidency.
What do these figures have in common? They all share an effective use of public relations to shape perceptions, strengthen leadership, and connect with the public.
At Sherlock Communications, we explore the close link between politics and public relations.
What Are Public Relations?
According to the Public Relations Society of America (PRSA), public relations is a strategic communication process designed to build positive relationships between an organization and its audience. In politics, these strategies are key to managing public opinion, protecting reputations, and influencing public policy.
PR and politics: Beyond Machiavelli
While political strategies have historically been associated with Machiavellian tactics, modern public relations aim to create genuine connections with voters. According to Light University in Hawaii, these tactics enhance leaders’ perceptions and strengthen the bond between governments and citizens.
In Colombia, social movements have used these strategies to shed light on injustices and challenge government policies, demonstrating their impact beyond political offices.
Lessons from 2024: Notable Cases
These successful examples highlight the relevance of public relations and how communication strategies can make a difference in critical moments.
Strategic Media Visibility: The Case of Claudia Sheinbaum
This year underscored the power of media as essential platforms for politicians to share their key messages. According to Adrian Falk (2022), a Forbes Council member, public relations enable public figures to capture attention through interviews, press releases, and other tactics designed to connect with audiences.
Media remains fundamental for transmitting political messages. Claudia Sheinbaum connected with Mexican voters by emphasizing her experience and track record. Meanwhile, Xóchitl Gálvez used debates to present clear proposals and solidify her media presence. Effective media coverage was crucial to boosting her visibility and building trust in her abilities.
Social Media and Proximity: How Kamala Harris and Gabriel Boric Humanized Their Image
During the U.S. presidential elections, Kamala Harris stood out for her skillful use of social media as a direct communication tool with her followers. Through these platforms, she shared messages about her policies and values while also using fun, approachable content, especially to connect with younger audiences, a group that has shown increasing political disinterest in recent years.
Kamala Harris leveraged platforms like TikTok, Twitter, and Instagram to connect with young voters. Her authentic and relatable content, along with her participation in Saturday Night Live, humanized her and expanded her audience. In Brazil, Lula da Silva used social media to communicate key policies, such as raising the minimum wage, reinforcing his connection with the public. In Chile, Gabriel Boric used creative audiovisual content to emphasize his commitment to social rights, enhancing his image as a progressive leader.
Crisis Management: Lessons from Colombia and Chile in Times of Tension
In Colombia, the El Niño phenomenon caused severe droughts, affecting water and energy supplies. Bogotá’s mayor, Carlos Fernando Galán, launched awareness campaigns and implemented scheduled cuts, highlighting the importance of strategic communication during critical times.
This case illustrates how strategic communication can be pivotal during crises. However, as Adrian Falk warns, it’s not necessary to wait for an emergency to implement communication strategies. Preventive strategies that strengthen relationships with media and stakeholders can mitigate future impacts.
In Chile, the communicational management during wildfires demonstrated the effectiveness of a swift and well-coordinated response, building trust in authorities.
Political Storytelling: The Mothers of Plaza de Mayo and Their Lasting Impact
In 2024, storytelling emerged as one of the most effective strategies in political communication. It was crucial not only during elections but also for conveying the core points of government agendas.
The Mothers of Plaza de Mayo in Argentina used powerful stories to highlight the horrors of dictatorship and counteract Javier Milei’s government attacks on human rights policies.
Their media impact demonstrated the power of personal narratives to generate empathy and mobilize public opinion, standing as an example of how political storytelling can influence public debate and perception.
Common Mistakes with PR and Politics
While 2024 brought many successes, it also revealed severe missteps in political communication. These errors, though costly, offer valuable lessons for avoiding them in the future.
- Poor Social Media Management: The Case of Gustavo Petro
Misusing social media can damage credibility. Gustavo Petro, for example, sparked controversy by criticizing media outlets on X, tarnishing his public image.
How to avoid this?
It’s essential to have a professional team managing social media, planning content, and monitoring interactions. This team should foster empathetic messaging and provide innovative perspectives to better connect with the audience. - Lack of Clear Strategy: Lessons from López Obrador
Incoherent messaging can lead to crises. Andrés Manuel López Obrador faced criticism for his migration policy, which shifted from an open-door stance to a record number of arrests.
How to avoid this?
Design a clear strategy from the start, with specific objectives, coherent messaging, and consistent communication to maintain public trust. - Inadequate Crisis Responses: Arce and Morales in Bolivia
The dispute between Luis Arce and Evo Morales in Bolivia exposed a lack of preparedness, resulting in road blockades and significant economic losses.
How to avoid this?
A crisis management committee composed of communication and conflict resolution experts should anticipate scenarios and coordinate swift, effective responses. - Ignoring the Audience: Risks from Maduro’s Case
Disconnection from voters can lead to discontent. In Venezuela, Nicolás Maduro’s policies intensified protests after his re-election, underscoring the risks of ignoring voter concerns.
How to avoid this?
Regular surveys, community forums, and active listening are essential to strengthen ties with citizens and demonstrate genuine commitment to their needs.
The year 2024 was filled with lessons on how political communication should—and shouldn’t—be handled. Crises and the pursuit of results often prioritize partisan interests, sidelining empathy, unity, and connection with the media and citizens.
However, building robust public relations not only improves public perception but also strengthens democracy and fosters trust in political institutions. As Winston Churchill once said, “Attitudes are more important than aptitudes.” An open and strategic attitude is key to success in modern politics.
In the realm of PR and politics, social media has become an essential ally, not just for communication strategists but also for political leaders seeking to strengthen their connection with the electorate.
At Sherlock Communications, we focus on helping our clients achieve excellence in social media management, enhancing their ability to build strong relationships, generate trust, and amplify their message effectively.
