From MAGA to Renewed Hope: An Analysis Of The PR Machines Of Donald Trump & Bola Ahmed Tinubu
When Donald Trump declared his candidacy in the atrium of Trump Tower in 2015, he rode down an escalator, waved to the crowd, and declared a vision for America that would shake the world: “Make America Great Again.” In 2024, as he launched a vigorous campaign for a comeback, his message and media strategy closely mirrored and amplified elements that had defined him years before.
Half a world away and nearly a decade later, our own Bola Ahmed Tinubu, newly elected as Nigeria’s president, had also built his campaign on familiar themes of strength and perseverance, creating a PR narrative that sought stability in tumultuous times, especially with the floundering Buhari-led administration heading to the exit of government. Tinubu who was the former governor of Lagos and a towering figure in Nigerian politics, walked into a crowded arena of supporters, carrying a promise that would reignite Nigeria’s hopes in a volatile time with the slogan of “Renewed Hope”.
Looking at the public relations (PR) tactics of Trump and Tinubu’s campaigns, it is safe to assume that the campaigns are an evolution of modern political strategy. Both campaigns were powered by strong branding, precision audience targeting, and adept media control, yet they offered strikingly different visions of leadership. As Trump took his bid for re-election to new heights, his messaging and PR strategy shifted, becoming a reflection of what he and his base had experienced since leaving office — and highlighting how deeply public figures like Trump and Tinubu can wield the influence of their personal brands.
Two men. Two continents. Two explosive campaigns. Both campaigns ignited the political world and leveraged media, controversy, and culture in ways few would have predicted. Behind these powerful powerful people are PR machines spinning narratives that metamorphose the candidates from politicians to cultural icons. Their PR strategies reveal the anatomy of modern political campaigns: disruptive, divisive, and deeply driven by the pulse of their people.
The Media Maestros
The heart of both Trump and Tinubu’s campaigns lay in their media mastery, though their styles could not be more different. Trump leaned into what he called “earned media” — creating so much intrigue and controversy that news outlets covered him relentlessly, at times against their own will. To this end, he used his Twitter account like a music conductor’s baton, orchestrating the news cycle and playing to his base with provocative posts. He was combative, often lashing out at critics, and embracing controversy with an iron grip. His Twitter account- which he gained back after his ban from the bird or is it blue app? – became a megaphone for amplifying his message directly to his followers and bypassing traditional media filters.
Tinubu, on the other hand, embraced a subtler approach. His team strategically deployed spokespersons and aides who, much like diplomats, defended him in the press with calculated restraint. While social media was a hotbed where he faced so much opposition, he nonetheless played his media game there as well. His team curated his message with care, favouring tradition over theatrics. Each appearance, each statement was a controlled performance aimed at reinforcing his stability and experience. His supporters filled social media, but unlike the chaotic individualism of Trump’s online army, Tinubu’s advocates acted in concert, amplifying his message in measured, almost symphonic unison.
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Branding Greatness
Campaign slogans define campaigns and these were no exception. Make America Great Again, or MAGA, was more than a slogan; it was a brand. It signaled a throwback to an America many of Trump’s followers imagined: prosperous, respected, powerful. MAGA hats became symbols worn with pride by his base, making his message ubiquitous and tangible. Trump’s branding didn’t just appeal to nationalism; it created a populist force that labeled critics as “elitist” or “un-American,” galvanizing his base around a sense of shared pride — and shared grievance.
In Nigeria, Renewed Hope promised something subtler, a reminder of past accomplishments mixed with optimism for the future. Tinubu, who had claimed to have transformed Lagos State into an economic powerhouse during his governorship, capitalized on this legacy to position himself as the steady hand Nigeria needed. His campaign leaned into an aspirational message: he would renew the promise of Nigeria’s greatness. While Trump branded himself as a disruptive force, Tinubu branded himself as a sage, someone who would unite rather than divide, and his campaign’s imagery highlighted his achievements, his vision, and his almost mythic aura of experience.
Audience Targeting: The Base Builders
Both campaigns zeroed in on specific audiences, crafting messages that would resonate deeply with their respective bases. Trump’s supporters came from a cross-section of disillusioned Americans: blue-collar workers, rural residents, and evangelicals who felt left behind in the age of globalization. Trump spoke to them directly at rallies that felt less like political events and more like rock concerts. To these supporters, he was more than a candidate; he was a voice for those who felt voiceless. His campaign fed off the energy of these communities, and Trump’s PR team harnessed this enthusiasm into a powerful force that filled stadiums and drove turnout.
Tinubu’s campaign relied on the vast ethnic and regional diversity of Nigeria. His political history in Lagos, and his legacy of reform there, earned him loyalty in the southwestern region, while his strategic alliances across ethnic lines aimed to create a broad base of support. Though he faced questions about his health and age, his PR team navigated these concerns by releasing carefully crafted videos and statements. The campaign focused on building alliances with youth groups, religious leaders, and regional power brokers, each a pillar holding up the broader coalition Tinubu would need to win.
Controversies and Crisis Management
The PR team’s real test, however, came with controversy. And for both Trump and Tinubu, controversies came in droves. Trump’s response was to charge forward, often doubling down on controversial statements, turning criticism into an “us versus them” narrative. In his world, the establishment was out to get him — and, by extension, his followers. His PR team stoked this narrative at every turn, framing criticism as attacks on “the American people,” not just the man himself. For Trump’s base, this transformed him into a near-martyr figure, embattled but undaunted.
For Tinubu, the PR team’s response was more strategic, focusing on quietly deflecting concerns. When questions arose about his age and health, his team released videos of him on the treadmill, proving his vigor with controlled, visual evidence. In times of controversy, Tinubu’s team leaned into his record, subtly shifting the focus back to his achievements and stability. Rather than combative, Tinubu’s PR team was tactical, addressing the issues with a delicate balance of engagement and restraint.
The Power of Surrogates
Both campaigns relied on a vast network of surrogates, online influencers, and loyalists to amplify their messages, albeit in different ways. Trump’s supporters were a cultural force unto themselves, wielding hashtags, memes, and forums to defend and celebrate their leader. Some media outlets became de facto supporters, broadcasting Trump’s messages to millions. The result was an online ecosystem where “Trumpism” became its own brand, amplified by fans who wore their support like a badge of honor.
Tinubu’s supporters acted more like an organized front. With roots in the All Progressives Congress (APC), his political party, his surrogates carried his message in a coordinated fashion. Party leaders, influencers, and loyalists on social media carefully framed Tinubu as Nigeria’s hope for stability and progress. Rather than memes, Tinubu’s online advocates engaged in policy discussions, shared testimonials, and championed his legacy, creating an image of Tinubu as a visionary elder statesman.
The New Face of Political PR
In an era where the political world is shaped not just by policies but by personalities, the campaigns of Trump and Tinubu illustrate how modern political PR operates. Trump’s PR transformed him into a populist hero, wielding media as a weapon and turning controversies into political capital. Tinubu’s campaign, meanwhile, wrapped him in the robes of a seasoned leader, portraying stability and a legacy of progress in the face of uncertainty.
Where Trump polarized, Tinubu unified. Where Trump’s campaign was a whirlwind of spectacle, Tinubu’s was a symphony of strategy. These contrasting approaches reflect two paths to political dominance, each a mirror of the society from which it emerged. For Trump, PR meant creating a direct line to his base, building a bond so strong that it could withstand scandal after scandal. For Tinubu, PR was about reminding people of his achievements and convincing them that he alone had the wisdom to steer the ship.
In the end, both men stand as icons of their nations’ political landscapes, their images carefully crafted, their legacies etched not just by policies, but by the stories their PR teams told – stories of greatness, of hope, and of the unbreakable bond between a leader and their people.
