When it comes to communications in politics, few figures have generated as much debate as Donald Trump. There’s no denying that his style is, well, unconventional. Disruptive, memorable, and extremely risky, Trump’s playbook is attention grabbing, and whether we agree or disagree with his politics, there are lessons for startups looking to grab attention in a 280 character Tweet.

New communications channels

Long before other leaders embraced social media, Trump was making major announcements on Twitter, indicating that as far as PR and communications were concerned, he was going to break the rules.

Bypassing traditional press briefings and taking his message straight to the public enabled him to control the media agenda and get the media focused on his talking points rather than opening the floor and allowing journalists to set the topics. It was a stroke of strategic communications genius.

For founders, there is a lesson to be learned here. Despite the perceived wisdom to hold and communicate carefully, jumping straight in to social has its benefits. Firstly, you are communicating directly with engaged audiences and setting the agenda for topics you want to talk about with the backing of your followers. Any good journalist will do their homework on your business before they meet you and that includes checking out your social feeds.

However, very few of us can claim to be the US President and so getting good communications advice even if you are communicating on social is vital. Instant communications without filters increases the risk of missteps, misinterpretations and backlash. Tread carefully if this is the route you want to take. The same speed that spreads a message can also spread mistakes.

Talking in headlines

One of the pieces of advice I often give to founders is to “Give Good Quote.” This means making yourself, as well as your business, interesting. Those first meetings with media, influencers or other stakeholders are like first interviews. What it is about you personally that this stakeholder will take away. Journalists and media are looking for great stories, brilliant quotes and comments that they can turn into headlines, headlines that attracts clicks and can be scanned by audiences quickly rather than read deeply.

Trump does this brilliantly. His phrases like “Make America Great Again,” “Fake News,” “Build the Wall” are punchy and designed to grab headlines and it is a tactic that startup founders can use.

Think about headlines when you are speaking at conferences or addressing audiences, particularly where the audience is posting live. By giving good soundbites, you are improving the chances of your presentation being shared. Ask yourself, what is the headline or soundbite that you can casually drop into your next presentation?

Trump’s headline grabbing comments are repeatable. They are designed specifically for others to share and even parody. Then these phrases enter our consciousness and bring Trump to mind.

Last year, I attended Anthropy and listened to my colleague conduct a brilliant interview with Baroness Martha Lane Fox. When asked about Britain’s reputation overseas, she declared that as a nation, we were unlikely to be the first or even the biggest in any major industry but that we should and can easily be known as being “furiously competent”. Being “furiously competent” is a soundbite that has stuck with me, and I use it often, each time thinking of the wisdom of Baroness Lane Fox. Headlines don’t need to be negative, they just need to be precise and insightful, a perfect example of a complex idea, communicated into an easily digestible slogan that audiences can rally around.

The short sentence

It’s easy to forget the fact that Trump’s use of short, simple sentences is one of his trademarks. Rather than being an orator, his speeches and interviews rarely feature complex structures or academic phrasing. “it’s a disaster,” “you’re going to hell”, “we will win” are blunt.

Critics often dismiss this as evidence of limited vocabulary or poor articulation. Yet, others argue that this style is intentional, even strategic. Like his headlines, they connect with every person, not just the liberal elite.

Whether you think Trump communicates in this way strategically or otherwise, the reality is that in a world saturated with information, brevity is a skill. It is a skill that when correctly placed, can leave the audience feeling completely clear about the position, the ask, the response. There is a lesson here and that is keep it simple. In pitches, presentations, with customers, investors, partners, simplicity connects.

What not to adopt

Don’t think that copying Trump’s communications skills will fast-track your startup to positive headlines. Trump’s style is highly criticised, not least because often his claims are subjective and often not rooted in fact. As a founder, ensuring that you can substantiate your opinion and that you are prepared to evidence your claims is vital when it comes to business ethics.

However, Trump is also known to be confrontational and highly divisive, polarising audiences and driving division. I have met a few founders who use this style of communication, and it does not make for a happy company. Constructive dialogue is critical to a growing business and shutting opinions down as wrong or anti-mission just holds progress back. The best founders listen to opinions of experts carefully.

Founders must also consider informality carefully. Being “unfiltered” may attract attention but can also be seen as being impulsive and even misleading. Any comments that are ambiguous or vague will quickly be picked apart.

So, is it strategy or stupidity?

You don’t get to 79 years old and a second Presidency without understanding what makes effective communications. Trump is a seasoned communicator who has attracted a lot of attention. Hs short, blunt, simple, headline-driven communications style and slogans are tools honed with decades on TV and in the public eye.

However, look behind Trump and in his wake, you see a catalogue of mistakes, creating tensions, alienating audiences and undermining his supporters. What has worked to attract attention has not always translated into building trust or long-term credibility.

So, is Trump’s communications style strategy or stupidity? The truth is, potentially both, but here are a few lessons that every founder can take away.

1. Doesn’t matter how smart your product is, clarity always beats complexity
2. Give good quote. Think about the headline or soundbite your audience will want to share
3. PR doesn’t have to start with media relations. Consider alternative channels but always get advice
4. Informal may be a communications strategy but unfiltered is not
5. Hone your craft. Listen and learn from your experience to fine tune your communications style

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