Enter the “Prince of Darkness”: can Mandelson shine in Trumpland?
By Andy Cutbill, CEO
So, Mr Trump isn’t the only person to be waggling a new set of house keys this week. Peter Mandelson has moved into his new Washington digs I’m told, and his appointment as UK ambassador has already “horrified parts of Trumpland.” His PR team has their work cut out for them, but with the right strategy, even the so-called Prince of Darkness can shine in DC.
So how might a super-sharp PR playbook turn scepticism into success? If Cutbill Jacoby were running the PR strategy, here’s how we’d play it:
1. Crafting the Right Narrative
Forget politics; Mandelson is a dealmaker. His tenure as EU Trade Commissioner offers the perfect pivot to focus on hard-nosed economic partnerships, job creation, and mutual prosperity. Trumpland loves a winner — so we’d frame Mandelson as the guy who can deliver for both sides of the pond.
2. Building Bridges, Not Walls
DC runs on relationships, and we’d be engineering a charm offensive like no other. Targeted outreach to Congress, think tanks, and business heavyweights would be essential. Exclusive dinners, closed-door briefings, and a carefully orchestrated whisper campaign would help turn sceptics into allies.
3. Media Mastery
In a town where perception is reality, Mandelson needs to own the narrative. We’d position him in the right outlets — think Wall Street Journal, Fox News op-eds, and strategic interviews with influential hosts. Every soundbite would be meticulously crafted to reassure Trumpland that he’s an asset, not a threat.
4. Digital Diplomacy
We’d take the fight to social media, with a bold, no-nonsense approach that speaks to the heart of Trump’s America. Slick content showcasing the “special relationship,” economic wins, and shared values — all wrapped in messaging that resonates with the America First crowd without compromising British interests.
5. Crisis-Ready at All Times
Let’s be real: it’s not if controversy strikes, but when. Whether it’s a cold shoulder from the White House or a resurfaced soundbite, we’d be ready. Rapid rebuttals, strategic diversions, and a watertight plan for worst-case scenarios would ensure Mandelson stays ahead of the game.
Ultimately, Mandelson’s success hinges on balancing strategic diplomacy with political pragmatism. With the right PR approach, even an early, frosty reception in Trumpland could be made to thaw.
Original featured on LinkedIn.
