Former President Donald Trump’s shutdown media strategy amounts to a series of home games — the schedule is heavily skewed toward conservative appearances and away from key interviews — while Vice President Kamala Harris actually visits audiences across the wider political spectrum.
According to interviews with officials from both campaigns and foreign political strategists, the differing estimates give clues as to where the two candidates stand and how they hope to win. Trump has focused not entirely on finding and mobilizing voters who agree with him. Harris is trying to do the same with the people who favor him, but he’s also trying to convince some of the undecided voters about him.
“There is a belief that swing voters are moving late,” said a Harris campaign official, who spoke on condition of anonymity because he was not authorized to speak, explaining the thinking behind his approach.
With three weeks to go until Election Day, both candidates have added a heavy mix of non-traditional publications that are more culturally relevant than politically relevant. It offers a race against time to find unlikely voters and get them to the polls.
“Both the Trump and Harris campaigns relied on cultural podcasts, entertainment media and talk shows, all of which can play a key role in activating certain segments of the voting population,” said Republican strategist Matthew Bartlett.
“It should be a complementary approach to a wide range of traditional news media outlets and interviews,” he said. “But the 2024 presidency looks like an exercise in grand-replacement theory of media strategy, and it’s unclear whether friendly-base interviews will be enough to reach the voters who matter.”
In the past week, Trump has appeared on popular podcasts aimed at conservative youth, lending his voice to “Full Send,” “Bus the Boys” and “Flagrant.” At the same time, he canceled an interview with CNBC and chose not to sit for a party candidate’s traditional “60 Minutes” segment on CBS.
Trump has often derided the nonpartisan media as “fake news” and the “enemy of the public,” but he hasn’t abandoned those platforms entirely. His interview Tuesday with John Micklethwaite, editor-in-chief of market-minded Bloomberg News, turned combative at times. On Wednesday, Trump spoke with Spanish-language giant Univision. And his campaign officials note that he frequently gives press conferences to a range of media outlets, including reporters from major broadcast and cable networks.
They say Harris decision Wednesday’s appearance on Fox News, along with recent appearances in friendlier media outlets such as the “Call Dad” podcast, Howard Stern’s show and ABC’s “The View,” marked a sudden desperation in a campaign that has long been criticized. to avoid interviews altogether.
“He’s obviously saluting Mary,” said Trump campaign senior adviser Danielle Alvarez, referring to the free-for-all passing game when a football team is trailing late in the game.
Trump’s core message to voters is consistent across all platforms, he said.
“The way we’re going to convince them is to talk about the economy No. 1, talk about the border No. 2, and remind people what life is like when you’re in office,” Alvarez added.
Harris’ media strategy has evolved since he took office as the Democratic nominee for President Joe Biden. At first, he did not sit for interviews. Then, in the last weeks he dipped his toes into the waters of friendly media – daytime and nighttime anchors, podcasts, etc session with radio personality Charlamagne Tha God. Now, with a Fox News interview on Tuesday and a CNN town hall slated for next week, he’s clearly moving onto less accommodating turf.
A second Harris campaign official said he believes his team is in a very small window where undecided voters are paying attention and may actually pull through. The development means Harris is appearing in unconventional places and making his case, this official said.
Aides to Harris have also used his strategy to contradict Trump, saying the former president will only take questions in friendly circumstances during a series of appearances.
In particular, this official said that Harris’ appearance on Fox News was an indication that he needed white working-class women. He is trying to reach this Fox audience motivated by abortion and economic issues. The same logic drove the Harris campaign’s decision to air an ad on Fox News.
Regardless of how friendly or confrontational the interviews are, it’s unclear how much either candidate will gain from late-season media blitzes. According to some experts, they seem random.
“Each of these candidates has no logic, no rhyme or reason to what they’re doing,” said Democratic strategist Chris Kofinis. “It’s throwing darts at a dart board.”
Bartlett, the GOP strategist, said at this point in the campaign it’s unlikely new information will change the minds of many voters or drive hordes of likely voters to the polls.
“Does Donald Trump have anything to say about him or anything that no American has heard in almost a decade? And is there anything that Harris can say or do in the next three weeks that could change their impression? Within a few months [she has been running] or to compensate for the short-term presidential election? he asked.
“You feel like the cake is baked, and now it’s about whose gas is cooked,” he said.