President Donald Trump's post-State of the Union sales job begins now

The White House aims to promote that message to a broader electorate that's largely disenchanted with Trump’s job performance, while a looming conflict in the Middle East threatens to shift focus from his domestic priorities. Trump also has a proclivity to go off-script during political rallies, such as during a speech last week in Rome, Georgia, asserting he’s “solved” affordability when high prices remain a chief concern for voters.

Still, the themes of economic prosperity and a more secure America that Trump emphasized in his 108-minute speech Tuesday will underpin the broader narrative he and his fellow Republicans will seek to sell to voters this November. A slew of Cabinet officials — including Treasury Secretary Scott Bessent and Agriculture Secretary Brooke Rollins — blanketed the airwaves Wednesday, promoting the highlights from Trump's address.

“This is going to be setting the tone for the following year,” Sen. Markwayne Mullin, R-Okla., who has close ties with Trump, told The Associated Press.

Trump is known for being a master of the ‘big moments’

Presidents often travel immediately after delivering the State of the Union to amplify their agenda. President Joe Biden, for instance, went to swing states such as Wisconsin and Pennsylvania the day after his speech in the last two years of his term.

Vice President JD Vance will be first to hit the road with a Thursday visit to a Wisconsin factory. Trump won’t leave the Washington area until Friday, when he heads to Texas, to talk about the economy and energy policies just days ahead of the state’s March 3 congressional primaries. On the day after the State of the Union, the president will spend much of his time participating in meetings at the White House, including policy sessions and a sit-down with Transportation Secretary Sean Duffy.

But Trump — who wove a series of made-for-social media surprises into his address — is known for being able to command attention in a fractured news environment, and he's likely to find other ways to break through aside from the usual post-State of the Union blitz.

“Donald Trump is a master at the big moments, so he obviously cares a lot about how the speech goes, but what he cares a lot about are the clips that get replayed over and over again from the State of the Union,” said Austin Cantrell, who served as an assistant White House press secretary in Trump’s first term.

Cantrell, who's now with the Chattanooga, Tennessee-based firm Bridge Public Affairs, said: “I don’t expect this to be some Aaron Sorkin-esque, perfectly choreographed post-State of the Union media fan-out.”

Six years ago, it was Trump’s move to award conservative radio host Rush Limbaugh with the Presidential Medal of Freedom, America's highest civilian honor, that surprised the audience. Tuesday's address — record-breaking in its length — included similar attention-grabbing moments. He said he'd give the same honor to Connor Hellebuyck, goaltender for the U.S. men's hockey team, fresh off winning a gold medal at the Winter Olympics in Milano-Cortina, Italy. Trump called Hellebuyck and his teammates into the House chamber, where they were greeted with applause.

White House says Trump will get out on the trail for his party

Trump also used his speech to roll out new proposals to address affordability concerns, while castigating Democrats for opposing policies he said have led to a more prosperous, safer America. Virginia Gov. Abigail Spanberger, in Democrats' response, argued costs remain high for many Americans and families are still struggling under Trump’s policies.

Trump called on both parties to “protect American citizens, not illegal aliens,” and pushed for measures to limit mail-in ballots and tighten voter identification rules, while warning about the dangers of unchecked, illegal migration.

“I do think a lot of the success outlined in the State of the Union will be a part of the Republican message in the fall,” Sen. Eric Schmitt, R-Mo., another close Trump ally, told the AP, pointing to the GOP's achievements on tax policy and border security. “As far as the president is concerned, I think he'll be anxious to get on the road and talk about the success.”

Senior White House officials have promised that Trump will travel the country regularly until the midterms. He so far has hit critical battleground states such as Michigan, Pennsylvania and North Carolina on his economy tour, but he also traveled to reliably conservative Iowa and the congressional district of former Georgia Rep. Marjorie Taylor Greene. He has boosted candidates — in Rocky Mount, North Carolina, he bantered with Republican Michael Whatley and promoted his Senate run — while sometimes veering far away from the economic points the trips are meant to emphasize.

Just the optics of leaving Washington can help telegraph to voters that a president cares about connecting with them. Edward Frantz, a historian at the University of Indianapolis, said Herbert Hoover — an engineer, self-made millionaire and technocrat — believed he could solve the nation's ills by working with his team in isolation and rarely leaving Washington. That led to a perception among voters that Hoover simply didn't care, because they didn't see him connecting with Americans.

“If you think about a call and response ... the call is the State of the Union, and if you really do care about being in touch with others, then what's the response?" Frantz said. “The best way to be able to see that is by hitting the road.”

How Americans feel about Trump has remained relatively stable throughout his second term, making it unlikely that one speech will meaningfully shift the way he’s perceived. His approval rating has changed very little during his second term, Associated Press-NORC Center for Public Affairs Research polling has found, falling only slightly from 42% in March 2025 to 36% in early February.

Nevertheless, the annual address offers Trump the chance to reframe his message, just as it has for presidents who came before him.

Presidential historian Timothy Naftali pointed out that in 1996, Bill Clinton used his State of the Union to set the themes of his Democratic reelection campaign. After George W. Bush’s midterm drubbing in November 2006, the Republican struck a noticeably more conciliatory tone toward the new Democratic leadership that had just taken charge on Capitol Hill.

“The State of the Union, they’re less important than they once were because with a president like Trump, he’s always available,” said Naftali, a senior research scholar at the School of International and Public Affairs at Columbia University. “But the State of the Union is an opportunity to reset the president’s agenda or to reaffirm it, and resetting an agenda in the social media era is different from resetting it in previous times.”

Associated Press polling editor Amelia Thomson-DeVeaux contributed to this report.