It’s better to be on the Trump train than lying down in front of it 

Unlock the White House Watch newsletter for free

Your guide to what the 2024 US election means for Washington and the world

Messages from the archive of Rutherford Hall, critical communications strategist

WhatsApp to Stephen: Have you seen Trump’s nominations? RFK Jr to health, some Fox News guy to defence. Didn’t see any of this coming. I didn’t even think he’d win. It’s going to be a wild ride. We should organise a breakfast for clients on what it means. I’ll try to get David Lammy along, he’s always telling us how close he is to JD Vance.

From: [email protected]

To: [email protected]

Good to talk earlier, Susan. A lot of people are trying to navigate the new landscape. Obviously we have been anticipating this outcome for a while and building relations. One of our best contacts is a good friend of the new vice-president.

The good news is you already have a US footprint but you are going to need to duck and dive as you don’t want to expose your European business to protests, tariffs or Just Stop Oil activists throwing paint over your lobby. We also don’t want you forever tagged as Maga, especially outside the US. It’s definitely better to be on the Trump train than lying on the tracks in front of it but you don’t have to be seen waving from the driver’s carriage. It will vary wildly. Sadly not all his nominations have the executive experience that comes from hosting a talk show.

The internet has made it harder to tailor messages for different regions but it’s time to remind people in the US of how Volpone has maintained all those fossil fuel investments we’ve been trying not to talk about. We’re still investing for the future, but in the meantime you are keeping the lights on. I don’t suppose the shareholders will mind either!

We also see real potential benefits. In fact the regulatory environment may be facing its own extinction level event. There’s going to be a bonfire of bank regulations. The SEC, the FDIC, FTC and anyone else who has ever irritated a billionaire are all fair game now. Those tiresome capital ratios could be a prime target. But you might want to get into crypto a bit more. I know it’s a massive bubble but it’s now the official bubble of the world’s largest economy.

As far as building relations with Team Trump, the real play is access to people who have his ear, though frankly his close appointments seem to have the life expectancy of a mayfly. The trick is to identify the grown-ups in the room and avoid them for the next four years. Have you considered taking out some advertising on X? Enough to get you noticed. We don’t know how long Elon will stay in favour but it won’t hurt to have him speak well of you. Make sure you are keeping a lid on the DEI stuff too and don’t be seen partnering with radical left causes like Greenpeace, Stonewall or the NHS.

Obviously we are getting regular briefings from our US staff and we will keep you ahead of all important developments.

Best Rutherford

Find me on Strava, KoM Sydenham Hill, PR Al Jubailah/Bawdah Loop — 42 mins

PS: I don’t suppose you’ve ever shot a dog, have you? It’s not essential but it doesn’t appear to do any harm.

WhatsApp to Stephen: We need to up our game in the US. One woman watching news from the Hill and fixing meetings with tame Congressmen is not going to cut it any more. Also our main pharma client is bricking it about Robert Kennedy Jr and worried he’s going to have to start developing a new range of raw milk cancer therapies. 

From: [email protected]

To: [email protected]

Alex, you are right to worry although I’ve a feeling RFK won’t last that long. More of a summer flu, I reckon. The job in the US is getting the health establishment to throw up obstacles and slow him down. Best Rutherford

Find me on Strava . . . 

WhatsApp to Stephen: No of course we cannot compete with the big firms there but our clients here want to see some kind of footprint. We are going to need a couple of good conservative hires. For the next four years, our diversity play is guys who like guns and will have friends in the administration. People who can get meetings with the Heritage Foundation. Does Farage have any hangers-on out there we could try? We are going to have to work these people; that’s the business we are in. 

From: [email protected]

To: [email protected]

Hi Susan, just wanted to introduce you to Brad (cc-d) who’s joining our DC firm, though will also be spending a fair bit of time in Palm Beach. I think he’s going to prove a real find.

Best Rutherford

Find me on Strava . . . 

Messages recovered by Robert Shrimsley