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Black Letter Communications Blog

Expert pr advice for the legal sector

Public relations lessons from Donald Trump’s inauguration


Unsurprisingly, Donald Trump’s recent presidential inauguration was one of the most talked-about events in the media, you’d have had to have been hiding under a rock to have let it pass you by. It was, as ever, distinctly polarising, and therefore distinctly Trump. As legal PR professionals, we’re always keen to see how events play out in the media, and this was definitely not going to be an exception. From the spectacle of his return to the White House to the polarised reactions across the country, it did not disappoint.

Controlling the narrative is everything

Right from the start, the Trump team was determined to control the messaging around the event. The focus was on strength, stability, a “return to greatness,” and talk of “the golden age of America beginning” with every visual, speech, and press statement reinforcing this theme. However, one of the greatest challenges the team was going to face was credibility. Controlling the narrative is crucial in public relations, but credibility is even more so. If your claims can be easily disproved, or unsubstantiated, doubling down on them can backfire. A more effective approach is to craft a message that is persuasive but also grounded in reality—because once trust is lost, it’s hard to regain.

Addressing controversy head-on

Trump’s 2025 inauguration was met with both celebration and protest, reflecting the divided political climate. While his supporters saw it as a triumphant comeback, critics organised large-scale demonstrations. Unlike previous inaugurations, where controversies are sometimes downplayed, Trump’s team played up the divide, using it as a rallying cry for his base. The takeaway? Ignoring controversy doesn’t make it disappear. Sometimes, addressing it directly – whether through strategic messaging or proactive engagement – can shift the conversation in your favour. A well-handled crisis can even reinforce your brand identity and strengthen loyalty among your audience.

The power of media relations

Trump’s relationship with the press has always been combative, and his 2025 inauguration was no exception. The administration continued to challenge traditional media narratives, often using alternative platforms to communicate directly with the public. While this approach played well with his core supporters, it also kept tensions high with mainstream news outlets. The PR lesson here? While it’s important to push back against misinformation, constant hostility with the media can create unnecessary distractions. A more strategic approach, one that includes fostering key media relationships while also leveraging communication directly with your audience, can help maintain a more balanced and effective message.

Social media – a double-edged sword

Trump has always used social media as a direct line to his supporters, and the 2025 inauguration saw him return to various platforms in full force. His posts set the tone for the event, driving engagement and conversation. However, with that level of control also come risks. Trump was, as ever, incapable of not sparking controversy which inevitably detracted from his team’s broader message. Social media is an incredibly powerful tool, but it requires a disciplined strategy. A well-crafted social media plan ensures that the focus remains on key messages, rather than reactive or off-the-cuff posts that could derail the narrative.

As with most things Trump does, his 2025 inauguration was divisive. It highlighted the importance of controlling the narrative, addressing controversy strategically, managing media relations, and using social media wisely. Whether you’re in politics or business, authenticity and smart communication are key to winning public perception. PR is all about storytelling, and the best stories are the ones people actually believe.

Donald Trump