A "swing away from Trump" may be beginning, former White House communications director Ben La Bolt tells PRWeek's Beyond the Noise podcast. What are the lessons for comms?

As Trump completes his first 100 days in office, PRWeek catches up with La Bolt, who was director of comms under President Biden from 2023 until last year.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

La Bolt (pictured below) - currently president of the policy and strategic comms agency Bully Pulpit International - discusses his experience working in White House comms and how it changed from his time as an aide in the Obama administration to his tenure under Biden.

He contrasts this to the current approach of White House communications under Trump.

La Bolt reflects on signs of a mood shift among the public, businesses and institutions away from Trump and his controversial policies, and examines the lessons for communicators.

In particular, he emphasises the importance of brands reaffirming their values in these changing times.

On AI, he fears the technology will "greatly accelerate" dis- and mis-information - especially ahead of the next US Presidential Election in 2028 - while also recognising AI's benefits.

In addition, La Bolt discusses what's ahead for Bully Pulpit International, including possible new acquisitions - last November the firm announced it had bought UK-based comms agency Seven Hills alongside market research business Message House.

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