What presidential slogans can teach PR pros

Campaign slogans are an indelible part of United States presidential elections.

Throughout U.S. history, political campaigns have used slogans to distill complex campaign goals into short and easily digestible messages. With the right slogan, candidates can connect with potential voters while reinforcing key messages they endorse.

Slogans historically either focus on a positive attribute of the candidate or give a glimpse of the candidate’s goals for the presidency. They are woven throughout the campaign in speeches, signs, advertisements and other writing, reinforcing the message through repetition. For example, “Tippecanoe and Tyler Too” referred to the candidate William Henry Harrison’s nickname and his choice for vice president, John Tyler.

However, PR pros should remember that a slogan can only take a candidate—or a client—so far.

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“Companies, brands and politicians cannot hide behind slogans—especially those that can be easily interrupted from multiple lenses,” said Rochelle Ford, Communications@Syracuse professor and chair of the PR department at the S.I. Newhouse School of Public Communications.

The slogans of failed 2016 presidential contenders ranged from the simple—such as Jim Gilmore's “For America”—to Rand Paul’s rhyming: “Defeat the Washington Machine. Unleash the American Dream.”

Republican presidential nominee Donald Trump’s slogan, “Make America Great Again,” contrasts his opponent’s potential presidency with his own vision for office, which, he claims, will be more successful.

Democratic presidential nominee Hillary Clinton’s slogan, “Stronger Together,” serves as an invitation to potential supporters to come together to create plans for the future. Clinton’s secondary slogan, “I’m with Her,” serves as a reminder that she is the first female presidential nominee of a major party in U.S. history.

Compare their messages with presidential campaign slogans of the past 175 years, compiled in the following infographic:

PR Daily readers, which slogans stand out to you?

Heather Cosson is a PR pro, social media strategist and inbound marketing specialist for Communications@Syracuse. A version of this article was originally published on the university’s blog.

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