Since 1937, Inauguration Day takes place on January 20 following a presidential election. The president’s term commences at noon (ET) on that day, when the Chief Justice administers the oath to the president. In this 58th inauguration, President-elect Donald J. Trump and Vice President-elect Michael R. Pence will be sworn in this Friday on the west front of the U.S. Capitol.

This marks the beginning of a new era that was ushered in by an “unprecedented” presidential election campaign. A campaign that surprised many political pundits and citizens worldwide and sent so many media sources reeling as their early, even late, predictions did not hold true.

In a recently released book by Thomas Lake, “Unprecedented: The Election That Changed Everything,” Lake highlights several quotes from notable politicians citing what they characterize as unprecedented situations.

“This event is unprecedented. There are so many presidential candidates because this time it’s an open seat and there is no heir apparent.” – Steve Duprey, New Hampshire Republican National Committee

“There are some folks out there who are commenting that it is unprecedented for a sitting First Lady to be so actively engaged in a presidential campaign, and that may be true, but what is also true is that this is truly an unprecedented election. And that’s why I’m out here.” – Michelle Obama, First Lady

“Republicans are actually outvoting Democrats in Florida; they’re outvoting Democrats in Pennsylvania. That’s unprecedented.” – Newt Gingrich, 50th Speaker of the U.S. Hose of Representatives

No doubt these observations are true. But what does all of this show us as PR professionals about the world in which we live and what we need to consider when launching our own clients’ PR campaigns?  We can’t begin to sum up lessons learned from this presidential campaign, but here are a few observations primarily from Peter Wilkinson, a PR practitioner observing from Australia the series of events in the United States and across the globe:

  • Russia’s alleged tampering with the U.S. elections is likely just the latest in a litany of “mis-events” enabled by the ever-pervasive digital media.
  • There is a distinct lack of critical thinking by both the media and the reader.
  • It has become a world of “trend equals truth.”
  • All in all, the general public is ending up less informed and more impulsive.

Now more than ever the current climate, the world’s access to information and the reach of companies and competitors alike must be considered. Before your company delves into launching a new initiative, give us a ring. Let us assess your needs and your goals and help you to successfully integrate them into today’s challenging environment.