By Edward M. Bury, APR (aka The PRDude)
When candidates for the Republican nomination for president were jockeying for position last summer, I asked a friend what advice would he give to then long-shot Donald Trump.
My friend, a very experienced and accomplished public relations strategist, said, as I recall: “If I were to offer Mr. Trump counsel, I would advise him to start speaking on the issues and address why he’s qualified to hold the office of president.”
In the 10-plus months since that conversation, Mr. Trump has, indeed, spoken about a lot of things. Some, okay many, would argue that he really hasn’t tackled critical issues facing the nation — the economy, immigration, terrorism threats come to mind — in light of the fact he sure knows how to talk and has done so voraciously.
And, as to why he should be president: The candidate flaunts his business acumen and success as a builder of buildings and creator of jobs.
Another skill required by presidents is to interact effectively with the media. According to a report last week, Mr. Trump has practiced this skill by returning a reporter’s call in 1991 under the guise of a Trump publicist named John Miller. And, on other occasions, he was publicist John Barron.
As a public relations professional who has done his fair share of media relations, I offer Mr. Trump this advice: Please refrain from posing as a member of the public relations community.
Doing so is unethical because it violates many accepted values and provisions established by the Public Relations Society of America, like honesty and open disclosure of information for starters. Plus, it takes away billable hours from a real public relations guy or gal!
In another era, the “Trump-posing-as-publicist” story might have ended the candidacy. It would have been a scandal.
Today, it’s just another chapter it what is culminating in one of the most bizarre and “spirited” political campaigns in history.
Think I’ll reach out to my friend and ask what counsel he’d provide presumed Republican nominee Trump now.