As a publicist, I’ve seen my fair share of bold public relations moves—some brilliant, some catastrophic.

The recent sequence of events surrounding TikTok’s temporary ban and its swift return online, coupled with a public message thanking Donald Trump for his support, strikes me as a carefully choreographed PR play. And I’ll admit: it’s a fascinating one.

Let’s unpack why this move—if indeed intentional—is a strategic masterpiece.

1. Generating Massive Buzz

The sudden ban of TikTok caused an immediate uproar. Social media exploded with hashtags, news outlets scrambled to cover the story, and TikTok users flooded their feeds with videos lamenting their potential loss. The drama was palpable. Just as the frenzy reached a peak, the app came back online with a message of gratitude directed at Trump.

This sequence of events ensured TikTok dominated the news cycle for hours. By the time the dust settled, TikTok wasn’t just back in business—it was the only business people were talking about. In the crowded digital space, attention is currency, and TikTok just cashed in big time.

2. Reframing the Narrative

For months, TikTok has been under scrutiny in the U.S., facing criticism over data security and its ties to China. The ban only fueled these concerns. However, the swift reversal and Trump’s apparent support shifted the tone of the conversation. Instead of being the villain under fire, TikTok managed to position itself as the resilient underdog that triumphed with a little help from the former president.

The message of gratitude serves two purposes:

• It humanizes the platform by showing humility and appreciation.

• It subtly aligns TikTok with a political figure who remains influential, polarizing as he may be.

3. Rallying Their Base

TikTok’s core user demographic is fiercely loyal and highly vocal. By creating a moment of crisis—however brief—the platform gave its users a cause to rally behind. The collective sigh of relief when the app returned was palpable across social media, creating a surge of user engagement and renewed enthusiasm for the platform.

From a PR standpoint, this is genius. People often appreciate things more when they’ve faced the prospect of losing them. TikTok’s brief disappearance made its users realize just how integral it has become to their lives.

4. Trump’s Angle

Now, let’s consider Trump’s role in this. Whether or not his involvement was as significant as TikTok’s statement suggests, the association benefits him. It allows him to appear as a dealmaker and a protector of American interests—a narrative he’s cultivated throughout his career.

For TikTok, the alignment with Trump is strategic, even if controversial. It creates a perception of bipartisan acceptance (whether accurate or not), which could prove crucial in easing regulatory pressures and winning over skeptical lawmakers.

5. Calculated Risk

Of course, this move isn’t without its risks. Associating with Trump could alienate a portion of TikTok’s user base, particularly younger and more progressive users. Additionally, the whole sequence could come across as disingenuous if seen as overly contrived. But let’s be honest: in today’s hyper-connected world, everything is dissected. Sometimes, the attention itself—good or bad—is the ultimate goal.

Final Thoughts

Whether this was an orchestrated PR strategy or a serendipitous turn of events, TikTok and Trump both emerged as winners in this saga. TikTok regained its footing with a wave of public support, while Trump reminded his base of his influence. From a publicist’s perspective, this is a textbook example of how to dominate a news cycle and control a narrative.

Love it or hate it, you’ve got to respect the game.

Starr Hall

Publicist