The Scoop: Harris’ finishing strategy is using Trump’s words against him

Vice President Kamala Harris is using her remaining time on the campaign trail to remind undecided voters about why they rejected former President Donald Trump at the polls four years ago.

With Election Day just two weeks away, most polls have the presidential race as a 50/50 contest. The Washington Post has Harris ahead in four of seven key battleground states, but the leads are tight.

In an effort to sway undecided voters, Harris’ camp has teamed up with Republican Liz Cheney and made efforts to reconnect with Black male voters, according to the New York Times. But the Democratic nominee has spent much of her time trying to paint Trump as unfit for the job and dangerous to the country. She’s doing so by using his own words against him.

“See for yourself,” Harris said during a recent campaign stop in Wisconsin before pointing to a screen that showed a 40-second video featuring Trump boasting about overturning Roe v. Wade.

View this post on Instagram

A post shared by Kamala Harris (@kamalaharris)

“Harris’s attacks on Trump are intensifying as she tries to catch up to his lead on the economy, a key voter concern,” per the Times report. “Her campaign is reaching out to groups that might be turned off by Trump’s divisive style.”

Why it matters: Harris’ messaging strategy aims to frame her opponent as an unacceptable alternative.

While Trump’s remarks have raised eyebrows, Harris is spending crucial time highlighting what Trump doesn’t offer rather than presenting what she offers.

Opinions on Trump are mostly set. The New York Times reported that Trump’s advisers are urging him to focus on key issues and avoid personal attacks against Harris because they feel it could hurt him among female voters. However, his aggressive style and boldness seem intentional and resonate with some voters. His communication approach focuses on projecting strength and confidence, and it’s helped him gain ground among Black and Hispanic voters.

While Harris is trying to lure back some of that support by highlighting Trump’s negatives, she also needs to commit time to present more about her vision for the future. Harris did some of that during her recent interview on Republican-friendly Fox News, but she doesn’t have many remaining opportunities to generate support among could-be voters.

From a branding perspective, it’s crucial to focus on a product’s strengths, rather than just the drawbacks of the competition. People often prefer to buy into – or vote for – something they genuinely believe in and want. It’s hard to get excited about something presented as the little more than the best available option.

Editor’s Top Reads

• The NFL is taking a long game approach to developing markets around the world before rushing into true global expansion. The approach involves a heavy dose of relationship building and a development of brand loyalty. The league is doing so through a number of in person events, such as watch parties, athletic clinics and working with local business leaders. In Germany, for instance, the league has developed an alliance with Bayern Munich, a powerhouse in other football. The NFL hosts a handful of games around the world every year, in places like England, Germany, Brazil and next year, Spain. But the goal is “not to be the traveling circus and turn up and then go away again,” Henry Hodgson, who oversees the NFL’s operations in the United Kingdom and Ireland, said during an 800-person watch party for the Pittsburgh Steelers in Ireland. Instead, the league makes sure it has strong, proven relationships with sponsors, media partners and a large number of fans before deciding where it plans to host a game. Ireland, which last hosted an NFL preseason game in 1997, has an estimated 350,000 fans out of roughly 7 million residents. “It’s about putting roots down,” Hodgson said. The NFL’s approach to growing its global brand is worth considering, even though it’s a unique product. When introducing a product or campaign, it’s essential to think about long-term growth, as you can’t relaunch it twice. Rather than pushing a product quickly and hoping it works, taking the time to understand your audience can lead to better results in the long run.
• Chick-fil-A plans to launch a new app featuring original, family-friendly media content, including animated shows, scripted podcasts, games, recipes and e-books. This content, designed for kids under 12 and their parents, will focus on themes like generosity, friendship, problem-solving, creativity and entrepreneurship. By taking control of its brand and storytelling, Chick-fil-A is working to forge emotional relationships with their customers that they hope will lead to increased sales. The app aims to keep the brand top of mind, even when customers aren’t visiting the restaurant, by providing engaging content that families can enjoy together. This push toward branded storytelling and content allows organizations to own brand perception from end-to-end in a way that feels organic and embeds the brand into daily life.
• The producers of “Alien: Romulus” are planning to release the sci-fi film on VHS. Yes, you read that correctly. Gizmodo reported that the video will feature the film only and come with no special bells and whistles. But the release will surely inspire film buffs and collectors of a certain age to consider purchasing it. The decision is an homage to the original “Alien” movie that came out more than 40 years ago. Beyond inspiring nostalgia, the approach aims to renew interest in the overall film franchise, which is set to have at least two more films in future years. It’s a unique throwback idea that piggybacks on nostalgia for watching grainy videos on a small screen – and it’s garnering plenty of earned media too for the quirky stunt.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.