Media MVPs of the 2024 Election Season: What PR Pros Can Learn from Campaign Comms
By 829 Studios
The 2024 U.S. presidential election season has been anything but conventional. Amidst the chaos of debates, viral moments, and campaign pivots one truth has remained consistent—great messaging wins elections. As the SBS Comms team recently explored in their Briefing Notes, the real MVPs of this political cycle may not be the candidates themselves, but the media platforms shaping public perception.
From TikTok to podcasts, local newsrooms to opinion columns, each media channel plays a distinct role in crafting the stories that resonate with voters. For marketers and PR professionals there’s a lot to learn from how political campaigns are leveraging today’s fragmented media landscape.
Here’s what’s working—and what’s not—in 2024 election coverage, and how it applies to brand communications beyond the ballot box.
Broadcast: Still Big, But Cautiously Used
Traditional broadcasting still carries weight, especially when candidates need to project authority or respond to controversy. President Biden’s post-debate interviews on ABC and NBC helped stabilize his campaign, while Trump’s VP pick took a more assertive media stance via Face the Nation and CNN.
PR Takeaway: Broadcast is still a powerful credibility tool, but it must be paired with other formats. Use TV or high-profile media to anchor your message, then diversify your outreach to drive momentum.
TikTok: The Gen Z Newsroom
TikTok has emerged as a core campaign tool for reaching first-time and younger voters. The Harris campaign has leaned into viral content, memes, and youth-driven trends, positioning themselves as fluent in Gen Z media culture.
PR Takeaway: Short-form video isn’t optional anymore. Whether you’re launching a product or promoting a cause, platforms like TikTok and Instagram Reels are essential for attention and emotional connection if you want to reach Gen Z and Millennial audiences.
Local News: Ground Game Advantage
Local journalism continues to play a pivotal role by delivering context-rich, culturally aware coverage. From Kamala Harris’s Berkeley roots to JD Vance’s Midwest connections, these stories often feed into the national narrative.
PR Takeaway: National coverage often starts local. Build relationships with regional reporters and localize your messaging to unlock grassroots visibility and credibility.
Podcasts: The Parasocial Power Play
With more than 45% of Americans under 49 listening to podcasts weekly, longform audio has become a trusted channel—especially for voters looking for authenticity. The Trump campaign’s appearances on shows like Lex Fridman and Theo Von are strategic plays to engage younger audiences through unexpected channels.
PR Takeaway: Podcasts are a goldmine for brands seeking deeper storytelling and a targeted reach. Don’t just think about audience size—think about audience trust. A 45-minute conversation with the right host can outperform a dozen paid ads.
Opinion Columns: Reclaiming Relevance
After the first debate, left-leaning outlets like The New York Times reclaimed their authority with bold opinion pieces, reversing early criticism that they’d been too soft. The key? Speaking truth to power when it mattered most.
PR Takeaway: Thought leadership can’t be timid. Whether you’re placing an op-ed or publishing a founder’s POV on LinkedIn, take a stance and back it up. Readers respond to substance and courage.
X (Formerly Twitter): Real-Time Chaos, Real-Time Influence
Despite technical issues and a shifting user base, X continues to be a high-stakes battleground for political messaging. Major news still breaks there first, but Elon Musk’s involvement has made it increasingly polarizing.
PR Takeaway: X is still relevant, especially for real-time news and commentary, but it should be handled carefully. Use it for speed and amplification, but be aware of platform perception and user volatility.
A Reminder for Campaigns and Brands Alike
There is no single “winning” medium in 2024. Success comes from strategic orchestration across multiple channels balancing reach, relevance, and authenticity. Whether you’re managing a political campaign, launching a product, or pushing a thought leadership agenda, a multi-platform media strategy has become essential.
As Briefing Notes reminds us, your big broadcast interview is just the beginning. The real work lies in how you support and scale that message across podcasts, social platforms, op-eds, local outlets, and beyond.
Need help building your own multi-channel media strategy? At 829 Studios, we help brands plan and execute campaigns that earn attention, build trust, and deliver measurable results. Reach out to our team to learn more.
