• Effective communication materials require contextual information - Sometimes no matter how well written a given speech is, the viewer is more likely to recall the speaker's body language and gestures than any part of the speech. This astonishing fact is supported by a UCL study in 2024 which highlights that 42% of people engage with the message conveyed by the speaker if physical gestures correspond with it. This is exactly what Trump's team was counting on during his 2016 presidential run and most likely this year’s run as well. By using big screens at rallies, they turned these events into a major advantage. At the end even the best-written speech can’t compete with the impact of body language and appearance, which often leave a stronger impression on viewers than words alone.

• The audience - the protagonist of communication - Great communicators know that even though all eyes are on them, the real star is the audience. Their mission is to tap into the audience’s dreams, fears, and goals, guiding them towards valuable insights or new lessons. It’s all about making the audience feel understood and inspired. For instance, Trump usually keeps his language simple and accessible, resisting the urge to use fancy words. His speeches, rated at a 4th-grade reading level by the Flesch-Kincaid test, use straightforward phrases to ensure they reach as many people as possible. By doing so, he not only expands his audience but also conveys his core message with greater clarity.

•  Building a powerful screenplay - Kamala Harris’s campaign is revolutionizing the political landscape by harnessing the power of mass video calls to not only promote her candidacy but also to fundraise. This 2024 run isn’t just about policies—it’s about forging connections and wielding influence in the digital age. From viral TikTok reels to Beyoncé’s electrifying “Freedom” as her campaign anthem, she’s captivating Gen Z and millennial voters like never before. This makes her presidential campaign memorable and recognizable to millions of people. The extensive use of Zoom software to host large-scale videoconferences has been another surprising highlight of the 2024 US presidential campaign in support of Kamala Harris. Some of these events have gathered nearly 200,000 participants and raised millions in donations. Groups like “Jewish Women for Kamala,” “Christians for Kamala,” and “Nurses for Kamala Harris” have organized at least a dozen videoconferences this week alone, aiming to raise funds and mobilize supporters.

Effective communication is challenging due to its multi-disciplinary nature. However, the current presidential elections highlight three key strategies that enhance communication: treating the audience as the hero, crafting a compelling narrative, and providing contextual information.