The Scoop: In apparent bid for 2028 nomination, Gavin Newsom calls own party ‘toxic’

Gavin Newsom, a Democrat serving his second term as governor of California, has gone on the offensive against his own party.

During an interview on “Real Time With Bill Maher,” Newsom called his party’s brand “toxic” and accused it of engaging in “cancel culture.”

“We talk down to people. We talk past people,” Newsom said, according to the New York Times.

While Newsom hasn’t yet confirmed he’s seeking the presidential nomination, he certainly hasn’t ruled it out. His criticism of the party he may seek to lead could be a key pitch to constituents who are tired of losing.

“We need to own our mistakes. We need to own what’s wrong with our party,” he told Maheor.

In addition to plainspoken criticism, Newsom has also broken with some aspects of Democratic orthodoxy, including criticizing transgender athletes who play female sports, calling it “deeply unfair.”

But some members of his party are pushing back against his critiques. Ro Khanna, a Democratic representative from California who is also reportedly eyeing a presidential run, took to X to criticize Newsom.

“With respect, @GavinNewsom the Democratic party is not ‘toxic.’ This is not the time to join the chorus in bashing our party. The rage should be about what Trump is doing TODAY. Let’s share what our party has done & offer a forward vision for the future.”

Why it matters:

We’re less than six months removed from the 2024 elections and we’re already talking about 2028. Buckle in.

But from a communications standpoint, we can see two different approaches forming. One, exemplified here by Khanna, is about staying the course, emphasizing legacy while offering a clear path forward. It’s a more traditional approach for the party.

Meanwhile, Newsom is offering a more fiery strategy that involves taking their lumps, admitting mistakes and doing things in new ways — even if that potentially angers or alienates some members of their party.

Khanna offers a more-of-the-same vision: talk about what you’ve done well, focus on what you will do. Avoid talking about mistakes.

Both approaches carry risks.

But as Newsom pointed out, only 27% of registered voters have positive views of the Democratic party, the lowest since polling began in 1990. Even among Democrats, 20% have a negative view of the party. Doing more of the same with numbers like that carries weighty risks, whether you’re a political campaign or a company that needs to improve the bottom line.

It’s far, far too early to know which of these approaches (or perhaps a secret third option) will win out. But the battle exemplifies a common communications challenge: stay the course or be willing to move fast and break things?

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Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.