canstockphoto19349780I’m no fan of Donald Trump – well, I did watch Celebrity Apprentice – but no matter what you think about Trump or his politics, there has probably never been a political campaign that has benefited more from employing solid public relations principles. While there may be some cracks appearing in what had been a machine for many months, the campaign’s success continues to baffle everyone and the constant assumption that his demise is imminent are fading into the background.

Here are five truths of the Trump PR campaign.

  1. Confidence is King

If you appear unflappable, people will believe anything you say. Never has a candidate been so unwilling to backtrack on an absurd statement and get away with it. Whether he’s attacking immigrants or calling people nasty names, Trump just stands there with that smirk on his face and insists he’s right. And he loses nothing in the polls.

  1. Good Messaging Rules

A good message that resonates with your target audience can go a long way and Trump appears to be taking his “Make America Great Again” message all the way to November. So far, it hasn’t mattered that he can’t tell you how he is going to make America better. It just seems that a lot of America is willing to give him a pass on the substance as long as it looks good on a hat.

  1. Fear Motivates

The Donald has played on the fear of everyday Americans about everything from immigration to terrorism to shore up and expand his support. Companies that sell products and services ranging from insurance to pharmaceuticals can identify with this tactic. Fear can be a successful motivator to garner support.

  1. Star Power

Get a celebrity pitchman to help. In this case, the celebrity is Trump himself. He doesn’t have to hire a Hollywood star to tell his story. Celebrity sometimes beats substance and America has become a celebrity driven country. Witness Hillary Clinton, Ted Cruz, Bernie Sanders, Barack Obama and every other politician who courts time on Saturday Night Live, Ellen and The Tonight Show. Trump came into this thing as a celebrity of sorts so he already had a leg up on the competition.

  1. PR > Advertising

A solid PR campaign beats advertising every time. Just ask Jeb Bush who spent millions trying to make a dent in the Trump machine and is now licking his wounds back home. Trump just kept saying what he says, always on the offense and put every competitor on the defense.

While I don’t have a crystal ball to see how this all comes out, I don’t think that the Trump PR machine is going to be beaten. Recent history will tell you that the man is vulnerable in several places, but the voters keep putting his name on the ballot. The GOP may have not taken this interloper seriously enough soon enough and now they are playing defense while Trump’s PR machine rolls on.