Why doing PR for politicians is one of the most difficult jobs

White House Press Secretary Karoline Leavitt watches as US President Donald Trump takes questions from the press on the South Lawn, upon returning to the White House in Washington, DC, on May 4, 2025. [AFP]

When White House Press Secretary Karoline Leavitt stood at the podium and confidently defended tariffs as a win for the American people, it was believed she was echoing the administration's line until President Trump contradicted her in a separate interview shortly after. He has gone on to change positions countless times since then. Some blamed her then. Others think she is inexperienced. But such is the life of a communications expert in a political set up.

We have witnessed the same countless times locally; blunders that have left many questioning the relevance and competence of public relations (PR) professionals in public office. In defence of my profession, it is safe to say that managing political communication is one of the most difficult jobs in the world today.