The Power of President Trump’s Tweets

Archie Smart, North American Digital and Social Practice Leader, MSLGROUPPresident Donald J. Trump’s Twitter is the news. Every word, strategically posted or quickly typed early in the morning, can influence the Beltway. Every tweet, or lack thereof, is newsworthy. And while some may take issue with what he tweets, it is clear that his brand of “direct access” has become a powerful political tool.Traditionally, the media has acted as the broker of access between politicians and the public. We have relied on the journalists to tell us what our politicians say, do and think. The entire public relations industry, of which I am a proud member, was created to ensure that those who engage us are fairly represented, and are not subject to the unfair whims of a reporter with an axe to grind.Long before becoming President, Mr. Trump had a mercurial relationship with the media. The now President masterfully used Twitter offensively and defensively to promote himself and to neutralize opposition, and unfair coverage.On the opening day of the Democratic National Convention in Philadelphia, he stole what should have been former Secretary of State Hillary Clinton’s day with just three words: “Putin likes me.” With every tweet, his message was simple, “you don't need journalists, trust me instead.” With the “direct access” strategy, Mr. Trump circumvented media gatekeepers and tapped directly into the hearts, minds and mobile phones of 81 million people around the globe.But direct access may become a double-edged sword. The 9th U.S. Circuit Court of Appeals upheld the block on President Trump’s travel ban, citing a June 5 tweet as evidence of the intent of the President’s executive order.“That's right, we need a TRAVEL BAN for certain DANGEROUS countries, not some politically correct term that won't help us protect our people!”The court said that the tweet confirmed that Trump believed the countries themselves were dangerous—not the 180 million individuals living in those countries. Although Mr. Trump has had the benefit of directly reaching his audience through Twitter, he may also face the ramifications of his tweets when held against him in the courts.It appeared momentarily that the President changed approaches, as he was noticeably absent from Twitter during James Comey’s June 8 hearing on Capitol Hill. As of publication, President Trump is now being criminally investigated for his handling of James Comey and rather than silencing himself, he has continued his approach of direct access. This behavior, which according to many legal experts, could prove fatal for his presidency.From a brand perspective, President Trump has kept the promise, which is something we as communications professionals are constantly advising our clients to do. However, in this case, his method of unfettered access and unpolished opinion, while pleasing to some, also presents an existential threat to his position. In an age where nothing is off the record, it is important to be transparent, but brand preservationists must also exercise restraint. [author]About the Author: Archie Smart is an executive vice president at Qorvis MSLGROUP, responsible for leading digital and interactive services. Smart has 15+ years of experience working in the digital communications space. Most recently, Smart served as Chief Technology Officer at Targeted Victory, a full service interactive advertising agency, where he was responsible for leading the digital team and managing high-profile online/digital political campaigns.[/author]