Trust, TikTok, and the Power of Silence

Hello dear readers,

What a week it’s been for the world of communications, globally.

All BIG lessons in narrative control, trust-building, and adaptability.

From the temporary TikTok ban in the US: a political spectacle disguised as a tech regulation, to Novak Djokovic’s strategic silence and statement that spoke volumes, there’s been no shortage of moments to analyse.

Throw in 爱德曼 's annual Trust Barometer (the 25th edition) reminding us how fragile and nuanced trust really is, and the 1 Billion Followers Summit for influencers highlighting the undeniable power of personal brands, and it’s clear: the comms landscape is evolving faster than ever.

Let’s unpack the lessons, the nuances, and the stories that defined the week.

TikTok Ban in the US

The temporary ban on TikTok in the US felt like more than just a tech policy decision—it was a political chess move.

Under the guise of protecting national security, the Trump administration positioned itself as the protector of American data sovereignty while simultaneously painting TikTok as the villain.

For Trump, the timing and the narrative transformed him into the “saviour” in a geopolitical conflict involving China.

But as we’ve seen before, these bans rarely hold.

The dance (pun intended) between TikTok and the US government has only just begun.

For communicators, this isn’t just a story about regulations.

It’s a case study in how public perception can be manipulated during moments of uncertainty.

In India, a similar ban on TikTok in 2020 led to the rapid migration of creators and audiences to Instagram Reels.

The disruption didn’t kill creativity—it simply shifted its home.

Instagram capitalised on the gap, rolling out Reels with perfect timing and becoming the platform of choice for short-form content creators in India.

The key takeaway?

Platforms may come and go, but the creator economy is resilient.

For brands and communicators, agility is everything.

The audience will always follow great content, so our job is to meet them where they are at—even if that means rethinking our strategies overnight.

Staying Up for Trump’s Swearing-In

When I stayed up to watch Trump’s second swearing-in ceremony, it wasn’t just out of curiosity—it was an opportunity to witness a moment unlike any other in U.S. history.

Donald J. Trump, now the first president to serve two non-consecutive terms as a convicted felon, took the stage as a political force who defied every precedent and expectation.

For communicators, moments like these are rich with lessons about messaging, perception, and the power of polarisation.

Trump’s Speech: The Narrative of Redemption and Defiance

Trump’s 2025 inaugural address was a continuation of his combative, outsider persona that’s defined his career. The tone was less about unity and more about vindication. He positioned himself as a leader who’d been wronged by the “establishment” but had triumphed against the odds—an underdog story tailored to his fiercely loyal base.

Lines like “I am your voice, and I will never stop fighting for you” reinforced his messaging as a champion of the people, particularly those who feel left behind by traditional institutions.

His speech leaned heavily on themes of redemption, resilience, and a fight against perceived corruption—narratives that resonate deeply with his core supporters.

Social Media: From Battleground to Echo Chamber

Platforms like X (formerly Twitter) and META had a far different approach to Trump this time around.

After the bans and restrictions imposed during his first term, his reinstatement on these platforms brought with it new rules and tighter content moderation policies.

Yet, Trump’s return to these digital arenas was as explosive as ever, with millions engaging with his posts and amplifying his messaging.

This time, though, there was a noticeable shift.

Social media wasn’t just a battleground—it became a curated echo chamber for Trump’s narrative. His posts, amplified by loyal followers and influencers, continued to dominate the conversation, pushing his narrative of defiance and resilience.

For platforms, the challenge remains: how do they manage the tension between free expression and the spread of polarising, sometimes misleading, content?

Whether you agree with his politics or not, Trump’s ability to communicate directly with his audience is unparalleled.

He simplifies complex ideas into emotional appeals that stick. He doesn’t try to reach everyone; instead, he focuses on energising his core base, knowing that their passion will drive the conversation.

For communicators, this is a powerful reminder: messaging doesn’t have to appeal to everyone to be effective.

Sometimes, the most impactful strategy is to focus on your niche, ensuring your message resonates deeply with those who matter most to your goals.

However, Trump’s strategy also highlights the risks of polarisation.

While his messaging galvanises his base, it alienates others just as strongly.

The challenge for brands and communicators is finding the balance between authenticity and inclusivity—something Trump has never strived for but which remains crucial in most contexts.

Trump’s swearing-in ceremony and the social media buzz around it underscore how the rules of communication have fundamentally changed.

Traditional media no longer holds the power it once did; individuals and organisations can now bypass intermediaries and speak directly to their audiences. However, with this power comes responsibility.

As communicators, we must navigate the fine line between amplification and integrity, ensuring that our strategies build trust rather than erode it.

This historic moment is a reminder of the enduring power of storytelling.

Whether it’s Trump’s narrative of defiance or a brand’s journey of growth, the stories we tell—and how we tell them—define how we’re remembered.

Edelman’s Trust Barometer - 2025

This year’s Edelman Trust Barometer highlighted a growing divide in trust.

Trust in traditional institutions—governments, media, and even big corporations—is dwindling, while trust in “my employer” is on the rise.

This shift tells us two things: people crave proximity and authenticity in their relationships with authority, and they trust individuals more than faceless institutions.

As communicators, this is both a challenge and an opportunity.

Internally, it’s a chance to work closely with leadership teams to ensure transparency and authenticity in employee communications.

Externally, it’s a call to focus on the individuals behind brands—CEOs, founders, and thought leaders who can personify trust and values.

The days of corporate-speak are over.

In today’s world, trust is built on empathy, not press releases.

Novak Djokovic and Channel 9 - Australian Open

When Novak Djokovic declined an interview with Channel 9, it wasn’t just a decision to skip a media obligation—it was a strategic assertion of control over his narrative.

The "why" of this moment lies in Djokovic’s calculated approach to media, especially following years of polarising headlines that have painted him as both a champion and a contentious figure. From his vaccine stance to on-court controversies, Djokovic has learned that not all media engagements serve his broader objectives.

The "what" of it?

By choosing silence, Djokovic effectively shifted the narrative back into his control.

Instead of subjecting himself to potential questioning that could lead to more controversy or misinterpretation, he chose to prioritise his image on his own terms.

This decision highlighted an important shift in the relationship between athletes and media.

In an age where athletes are brands with direct access to millions of fans via social platforms, traditional media is no longer the sole gatekeeper of their stories.

The "how" of it is where the brilliance lies.

Djokovic’s silence wasn’t a retreat; it was a deliberate act of defiance. It signalled that he understood the stakes of this particular media interaction and chose to protect his credibility by opting out rather than engaging in a potentially damaging conversation.

This wasn’t a spur-of-the-moment decision but a calculated risk, supported by his strong personal brand and direct communication channels.

For communicators, this episode is a textbook example of the power of selective engagement. Djokovic’s move underscores a key principle in PR: silence, when strategic, can be a message in itself.

Not every platform is the right one, and not every question deserves an answer.

As PR professionals, we must counsel our clients and organisations to discern when to engage and when to hold back.

This incident also reflects the shifting dynamics of media relations.

The power has moved decisively towards individuals who can bypass traditional outlets and connect directly with their audiences.

For PR professionals, this means rethinking our strategies—not just for amplification but also for protection.

It’s a reminder that preserving credibility sometimes requires taking a step back and focusing on the moments and platforms that truly matter.

In a world where trust and control are currencies, Djokovic’s choice is a masterclass in knowing when silence speaks louder than words.

1 Billion Followers Summit for Influencers in the UAE

The 1 Billion Followers Summit was a bold statement on the growing power of the creator economy.

The UAE, which has rapidly positioned itself as a global hub for digital influencers, used the event to showcase the potential of social media as both a cultural force and an economic powerhouse.

For the thousands of influencers in attendance, the summit was a reminder of their power—not just as creators but as entrepreneurs.

For communicators, it’s a wake-up call about the importance of personal branding.

Whether you’re managing a corporate account or building your own voice as a professional, the rules of engagement have changed.

Audiences don’t just want stories—they want connection, relatability, and authenticity.

Investing in your personal brand isn’t vanity; it’s survival in a world where trust is built on the personal, not the corporate.

Why does all of this matter ?

This week has been a masterclass in the complexity of communication.

From TikTok’s temporary exile to Djokovic’s silent defiance, every headline carried a lesson about trust, perception, and control.

The common thread?

Communication isn’t static—it evolves with its audience.

Whether it’s adapting to new platforms, navigating political narratives, or building trust one conversation at a time, the role of the communicator is more dynamic than ever.

As we step into another week of storytelling, let’s remember that our power lies not in what we say but in how we help others feel seen, heard, and understood.

Until then, here's wishing you all a good day in PR,

Love,

Ketaki

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