Blog

Some Lessons Radio Stations Can Learn from Donald Trump’s 2024 Victory

By David Kidd, BPR

Like him or not, agree with his political views or not, Donald Trump’s victory in the 2024 presidential election offers a wealth of insights for various industries, including media. His victory underscored the enduring power of targeted communication, audience engagement and adaptability in messaging—key strategies that radio stations can adopt to remain relevant and competitive.

Here are some key lessons:

1. Understand and Cater to Your Audience

Trump’s campaign succeeded in part by deeply understanding his base. He spoke directly to their concerns, using language and platforms that resonated with them. For radio stations, this emphasizes the importance of audience research. Stations should continuously gather insights about their listeners’ preferences, interests and challenges to tailor content that aligns with their needs. Invest in research to refine your programming.

2. Embrace Authenticity

Trump’s presentation style…..let’s face it, isn’t to everyone’s liking. However, to his supporters, one of his defining characteristics has been his unfiltered communication style. Many of his supporters view this as genuine and relatable. Afterall, their perception is their reality. For radio stations, this means prioritizing authenticity in both content and on-air personalities who the audience perceives as relating to them. Hosts who connect personally with listeners build loyalty and trust. Encourage talent to share real stories, opinions and experiences to foster a sense of community and belonging.

3. Leverage Digital Platforms for Amplification

Trump’s digital-first approach to campaigning, particularly on social media, allowed him to bypass traditional gatekeepers and reach millions directly. Similarly, radio stations use social media, podcasts and streaming platforms to amplify their reach, especially with younger demographics.

4. Adapt to Changing Preferences

Trump’s campaign demonstrated an ability to adapt its messaging in response to shifts in voter sentiment. For radio stations, the lesson is clear: stay flexible and responsive. Static programming won’t suffice in a world where listener preferences can change rapidly. Regularly evaluate and update your content to stay aligned with trends and audience expectations, whether it’s music cycles, talk topics or advertising models.

5. Focus on Local Engagement

Despite being a national figure, Trump maintained a strong connection with local communities by addressing regional issues. Radio stations have a natural advantage here—they are already rooted in their local markets. Prioritizing local news, events, and voices can deepen listener loyalty. Make your station indispensable to the area you serve.

By taking these lessons to heart, radio stations can better connect with their audiences, adapt to industry changes and enhance their competitive edge. As I said earlier, taking the politics out of it, Trump’s 2024 victory illustrates the enduring power of targeted, authentic and flexible communication—a model that every broadcaster can learn from. As Brad March, former Managing Director of Australia’s once market leading radio network Austereo (now SCA), said “that McDonald’s stunt Trump did was worthy of some the great stunts Austereo did in the 90s and 2000s that captured the audience’s attention.  It made him appear to be an ‘everyman’ just like his working class voters”.

Duncan Campbell, Group Content Director of the Australian Radio Network, puts it this way “It’s interesting that Kyle Sandilands (#1 Breakfast host in Sydney on KIIS 106.5) flaunts his wealth yet remains in touch with his working class audience. The legendary Doug Mulray was the same although he didn’t flaunt his wealth as much but didn’t shy away from it either. Both exceptionally successful radio stars stayed in touch with their audience and the audience aspired to be like them. So if you remain true to your suburban roots and don’t act like you’re better than them they will see you as one of them who’s done well”.