Donald Trump could ‘struggle’ to resume his TV career now he is no longer president of the United States after ‘damaging’ his brand during the election, say experts.
Trump departed the White House on Wednesday, clearing the way for Joe Biden to be sworn in.
The reality TV star followed through with his promise not to attend Biden’s inauguration at the US Capitol in Washington where Lady Gaga, Garth Brooks and Jennifer Lopez performed.
Instead he jetted off to Florida on board Air Force One with his family but not before sending one last message to his supporters.
‘I will always fight for you. I will be watching, I will be listening and I will tell you the future of the country has never been better,’ he said before signing off by stating ‘we’ll be back in some form’.
The rumours are that he could launch his own digital media company to give Fox News a run for its money, according to Axios.
However getting it off the ground won’t be easy as his ‘brand is now toxic’ according to Andy Barr, media expert and founder of digital PR and social agency 10 Yetis Digital.
Andy tells Metro.co.uk: ‘He will need a Lazarus-esque turnaround for him to recover from not just the last four years, but most notably the last four weeks.
‘His personal brand is toxic and we can see organisations and companies racing to see who can ditch him the fastest.’
Public relations expert Anthony Burr, who specialises in Publicity, Media and Crisis Management, agrees Trump’s brand has been ‘weakened’ particularly by recent events – including his supporters storming the US Capitol earlier this month and his second impeachment.
He explained: ‘In terms of the celebrities that will follow him, I think a lot of them may have wavered and they’re worried about being associated with him.
‘If I was looking after a celebrity at the moment in the US, who’s a staunch Republican, who even is involved with “Trumpism”, I would say just be cautious and just watch what Trump does at the moment. They don’t want their brand to sort of be damaged by that.’
Andy predicts we might next see the former president, after ‘a short period of silence’ in an explosive, tell-all interview to gauge what people think of him.
‘I predict he will do one, big hitter, media interview on TV in six months to a year’s time and then his team will see what the public reaction is to this,’ he shared.
‘If the rumours are true, that he has a new political party and news TV channel in the offing, we could see him back on our screens earlier, but he is going to struggle to get the sponsorship and advertising deals he would have commanded before becoming president.’
‘He was very successful before in TV throughout the 80s and 90s,’ says Anthony.
‘He was on all sorts of adverts, then he got very well known for The Apprentice, and he was a big ratings hit.
‘The problem now is that he’s had a term in office as the president so it’s a game changer. He can’t go back to The Apprentice, he can’t go back to doing shows like he did for different channels.’
A digital channel would be ‘cheap and quick’ to launch he adds, and Trump would want to ‘take customers away from Fox’.
What would online content from such a divisive former President look like? Anthony suggests Trump would want to keep up with another famous telly family.
‘He could create all sorts of different content, not just his own musings, but you could create “The Trumps” similar to the Kardashians,’ he said.
‘He wants to create that dynasty and that legacy. I think they’re looking at this as a bump in the road, but through their own media and their entertainment, their channels, I think that they can try and conjure up that again to make themselves electable in four years, eight years time.
‘Trump is the antihero, and we’ve seen with recent TV like The Sopranos to The Boys and so forth – it will be must-see TV.’
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