Harris goes positive, while Trump goes dark on build up to Election Day

Kamala Harris campaigned in Michigan on Sunday without mentioning “Donald Trump” even once. Instead of criticizing Trump directly, the Democratic nominee contrasted her hopeful message with her Republican opponent’s darker approach.

She emphasized the need for unity, stating, “I don’t believe people who disagree with me are the enemy” – referencing Trump’s own comments without explicitly naming him.

“We are done with that,” she said. “We are exhausted with that. America is ready for a fresh start, ready for a new way forward where we see our fellow American not as an enemy, but as a neighbor.”

By contrast, Trump used his time in Pennsylvania and other key battleground states this weekend to make the case that his victory would “save the country,” once again trying to paint a picture of the failures of the last four years, especially emphasizing the economy.

Trump claimed that a vote for his ticket would usher in “the four greatest years in American history.” 

“You watch,” Trump said. “It’s going to be so good. It’s going to be so much fun. It’ll be a bit nasty at times, especially at first. But it’s going to be something.”  

Why it matters: This past weekend, both Harris and Trump used a messaging strategy that emphasized their competitor’s weaknesses and how their own brand is superior.

Since becoming the Democratic nominee in July, Harris has worked to rally a diverse group of supporters, with a particular emphasis on young people. Key to her messaging has been her depiction of Trump as unstable and a threat to things such as abortion rights.

She also used language on social media – words and phrases like “fight,” “power” and “make our voices heard” – to emphasize the active role her voters can play in combating that potential reality while strengthening the country.

“We have an opportunity in this election to finally turn the page on a decade of politics driven by fear and division,” she said.

This weekend saw a return of Trump’s sometimes violent rhetoric. At a rally in Lancaster, Pennsylvania, Trump reportedly spoke off-script, reviving false claims about election fraud, arguing that he could only lose to Harris through cheating.

There is no evidence of widespread election fraud, either in 2020 or in 2024. 

“It’s a crooked country,” Trump told the crowd. “They’ll want to put you in jail because you want to make it straight. Think about it. They cheat in elections, and you call them on it, and they want to put you in jail.”

With a tight race developing in the final hours of the election cycle, returned to the bold, unapologetic style he used successfully to win the election in 2016 – even bringing back his “Make America Great Again” campaign slogan.

For communicators, tapping into the emotional needs of their target audience is a powerful motivator. Both Trump and Harris understand that this involves a mix of hope and fear. 

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• The Federal Reserve will likely lower interest rates this week due to declining inflation. The agency’s policymakers are set to reduce their benchmark rate by a quarter-point to around 4.6%, following last month’s half-point cut. Economists predict another quarter-point rate cut in December and possibly more next year. While these numbers are good for the economy, the election results may still have a lasting impact on interest rates. The Associated Press noted that if Trump takes office, his economic policies could have impacts on inflation rates, given his calls for new tariffs on all imports, mass deportations and threats to interfere with the Fed’s independent rate decisions. The outcome of Tuesday’s election will have far-reaching impacts, including into an area of the government typically seen as neutral, which will have massive impacts on both consumer sentiment and the business environment in which case organizations operate. Keep an eye on this number. 
• Groups supporting Trump have been using Telegram to recruit poll watchers, preparing them to dispute votes in Democratic areas, a New York Times analysis found. Others have spread conspiracy theories, claiming that any outcome short of a Trump win would be unfair. While the idea of people storming Capitol Hill might have seemed unlikely a decade ago, it’s now a real possibility. As a result, PR teams need to be ready for any situation. Approach this election like a crisis communications scenario and be prepared for anything.
• Ride-sharing companies Lyft and Uber are encouraging people to participate in the democratic process by offering discounted rides to the polls. Since announcing the promotion over a week ago, Lyft has posted multiple “Vote24” messages on social media. Its Instagram posts feature personal stories from Lyft drivers, passengers and influencers, including drag queen Sasha Colby. The campaign’s overall theme is that voting matters and that individual actions can make a difference. By offering 50% off rides (up to $10) to polling places on Election Day, both companies are earning goodwill among potential customers while showcasing their product’s usefulness. That combination is a great opportunity to generate brand loyalty. Also, if you were previously unsure of how you’d get to the polls, now you have no excuse. Go vote.

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