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CORPORATE COMMUNICATIONS

“antiestablishment” movement. It is a matter
of exhaustion and satiation of the public from
the past political doctrine which was primar-
ily focused on political correctness, prudence,
progressiveness etc. This doctrine for a long
time pushed the two opposing political forces
to converge towards the center, and interest-
ingly, to provide similar positions on many
issues. It is a matter of a world wave we saw
in our continent through the Greek SYRIZA,
the Spanish PODEMOS and of course, the vic-
tory of Jeremy Corbin in the United Kingdom.
In America Donald Trump and Bernie Sanders
are the new representatives of this movement
from the two sides of the political spectrum,
which pull the two ideologies contrary to the
past convergence, back to the ideological ma-
trix where they originate. An interesting thing
is that what the public additionally justifies
is that both of them are not authentic repre-
sentatives of the political option they pretend,
rather they enter the political game as an out-
sider (Trump) and as an independent candidate
(Sanders). Unlike the past political discourse,
the two in PR sense took it to another level and
went far from the past acceptability frame-
work.

When most characteristics are joined in a
bunch, most communication experts agree
that Trump has one real characteristic, which
is authenticity. He is a political clown and you
cannot even imagine the new controversial
statement he would twaddle, however each
of these statements is his authentic opinion.
“He is honest, he says what he thinks, he does
not pretend”, are the most common charac-
teristics wherewith the supporters describe
the support for Trump. Unlike the other char-
acteristics, the authenticity is an important
characteristic which so far was considered one
of the important characteristics for the suc-
cessfulness of a communication brand. The
manner how Trump reaches it is certainly not
one.

This doctrine obviously managed to provide
Trump unequivocal support among the Repub-
lican public. What certainly remains an issue
is how to continue it when the campaign
should be expanded to the general public. Prob-
ably Trump will not provide success at nation-
al level, however his communication approach
certainly has to open him a new chapter in the
political PR.

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