While the news media take advantage of the lift received from reports about Donald Trump, Hillary Clinton needs to determine how best to benefit from a less aggressive communications approach. Trump will say anything he likes to journalists as frequently as he can, while Clinton is more measured with reporters.
So how do you win against a competitor who can rightly or wrongly command the majority of headlines? Especially when it’s hard to convince mainstream media, and just about any other news outlet focused on ad dollars, to not cover the person that more people want to read, watch and hear.
The answer is to use the more measured communications approach to your advantage and to use your competitor’s more aggressive style against him. Additionally, by getting people to challenge how the news media focus on ad dollars at the expense of balanced coverage, the conversation could increasingly become about the problems with mainstream news, featuring Trump as the poster boy.
There’s already coverage in the New York Times about how the “television news industry is wrestling with how to balance fairness, credibility and the temptations of sky-high ratings.” Ongoing negative Trump and mainstream news outlet coverage, showing Clinton as the victim, could influence voters her way and force outlets to be more balanced.
As for using Trump’s aggressive communications against him, foot-in-mouth mistakes will need to be amplified and the upside of all those people tuning in to hear what he might say next is that many of them will be reminded that they don’t like him. Similar to the response to most loud mouths, just because we’re listening, doesn’t mean we like what we hear.
Clinton doesn’t need to be as loud as her Republican opponent, she just needs to be smarter by playing to her strengths, by providing quality over quantity, by seizing on Trump’s blunders and by using the news media’s ad-focused biases to her advantage.
Campbell Communications 