LONDON — Breaking with tradition, Europe’s centre-left politics are venturing into the heart of right-wing US media by showing up on Newsmax and Breitbart to try to engage President Donald Trump and his influential MAGA base. Pragmatic outreach by necessity, with the view to navigating Trump’s second term, is part of broader evolution in transatlantic politics. Frustrated with having to deal with trade tariffs, defense commitments and geopolitical uncertainty, European leaders are turning to untraditional media outlets in order to reach the message in the new politics of Washington.
UK Ministers Take to Newsmax as megaphone
UK Chancellor Rachel Reeves and Defense Secretary John Healey, senior figures in Prime Minister Keir Starmer’s Labour administration, appeared in surprise interviews on Newsmax during recent US trips. The reason is straightforward: to show Britain’s dedication to raising defense spending and to promote closer economic co-operation with the US. A British government official, who spoke on condition that he not be named in order to speak candidly backstage, likened the effort to local politics: “If you were going to win an election in Oxford, you’d speak to the Oxford Mail. And if you were going to speak to Trump, you’re on these types of stations.”
This is a new departure for Labour, a historically reluctant party to engage with right-wing politics-affiliated media outlets. Newsmax, elevated to fame by spreading election rigging conspiracy theories during and after the U.S. election in 2020, used to be off-limits to Labour politics. That the Starmer government has decided to engage with it is indicative of the pragmatic need to yield ideological influence. Reeves emphasized Britain’s participation in U.S. security initiatives in her interviews with Newsmax, while Healey highlighted defense project co-operation, indicative of London’s willingness to engage with the Trump administration.
A Comprehensive European Strategy Unfolds
The U.K. is not alone in this media shift. European leaders are recognizing that they need to reach the alternative sources of information that define Trump’s reality. Greek right-centrist politician and Greek Prime Minister Kyriakos Mitsotakis has appeared on Breitbart—once operated by Trump friend Steve Bannon—to discuss trade and the strategic value of Greece to NATO. Similarly, George Simion, the right-wing frontrunner in the Romanian presidential election, has paid visits to Washington, appearing on Bannon’s podcast and far-right activist Jack Posobiec. The guest appearances show what is becoming the trend: European political leaders, across ideological lines, are venturing into the fragmented US media environment to influence Trump’s policy agenda.
This is a departure from tradition, where European leaders were able to rely on establishment media like The Wall Street Journal or Fox News to reach Republican administrations. Starmer and British Ambassador Peter Mandelson essentially appeared on Fox News in the aftermath of January 2025’s inaugural address by Trump, and French President Emmanuel Macron got his turn in February with a visit to Washington. The rise of alternative media sites facilitated by the media-savvy strategy of Trump has required the reevaluation, though. “The media has gotten so pluralistic in this nation, and foreign politicians must adapt,” as it was described by Trump 2024 pollster Jim McLaughlin.
Navigating the MAGA Media Minefield
To appear on networks like Newsmax and Breitbart poses some odd challenges to European officials, particularly those from centrist-left backgrounds. Those like Healey and Reeves, who are painstakingly media-trained in order to deliver bland soundbites, are in marked contrast with the inflammatory, clickbait-crazed style that pervades MAGA media. A second British official acknowledged the disparity but spoke of the symbolic value of taking part: “They like that U.K. ministers will show up and speak on-the-record. We will not shy away from that debate.”
The risk of “boring” in today’s outrage-grabbing media environment is real. American politics have grown quite different, and even veteran Democrats are employing more inflammatory, polarizing language in order to attract notice. The European officials, accustomed to technocratic reserve, will struggle to win over audiences accustomed to shock value, but that they are even attempting to do so speaks to the greater strategic challenge: reaching across the divide to Trump’s administration by engaging it halfway.
Trump’s pollster, McLaughlin, has said that the appearances are already showing dividends. “There’s no doubt that appearances by ministers on Newsmax command the notice of those around the president,” he said. He advised British ministers to appear on conservative chat shows and major podcasts such as Joe Rogan’s, who talked with the president right before the election in 2024. “Nobody is more familiar with new media than Donald Trump,” he said. “You’ve got to experiment and see what works.”
Pragmatism in the Face of Tariffs and Trade Tensions
It has been fueled by short-term policy needs. Donald Trump’s second term has witnessed renewed focus on trade, with American tariffs that threaten to damage European economies. For Britain, securing a favorable economic deal with the US is paramount, particularly as it faces the challenges of post-Brexit trade problems. NATO partners like Greece are also keen to increase strategic worth in alliance burdensharing talks.
One British official framed the media push as one of necessity: “This is about making sure that we are reaching the audiences that the existing administration is reaching.” Appearing on Newsmax is intended to shape attitudes among Trump advisers and supporters, who wield significant policy influence. It is all part of a broader European effort to counter the untraditional style of administration that has the habit of bypassing traditional diplomatic avenues in favor of direct, media-facilitated communication.
The Risks and Advantages of Getting Engaged in MAGA World
Although the strategy is one of possible reward, it is not one without danger. For centre-left representatives like Starmer, television appearances on platforms aligned with far-right opinion are likely to alienate home bases. Labour’s base, already disenchanted with the government’s appeasement of Trump, is likely to view these appearances as betrayal of progressive values. And there is no guarantee that media appearances will be paid back in the currency of policy wins. Trump’s notoriously mercurial decision-making is not likely to be swayed by sonorous soundbites crafted on Newsmax.
But it is worth it. And by demonstrating that the Europeans are willing to play in Trump’s media world, the European leadership is signaling that they are willing to cooperate. This may lead to breakthroughs on all sorts of issues, from trade negotiations to defense cooperation. As McLaughlin suggested, “Just showing up and showing respect for Trump’s new world is a good message.”
Looking to the Future: A New Transatlantic Diplomatic Playbook
As the continent adjusts to life in the wake of Trump’s second term, the affection for MAGA media is indicative of a broader shift in diplomatic approach. The old avenues—bilateral summits, meetings, and traditional media—remain but are not sufficient anymore. To persuade a White House that craves disruption and spectacle in the media, European officials are forced to meet Trump on his own turf.
For Britain, for Greece, and others, that has involved experimenting with previously forbidden platforms. It is about juggling the challenge of balancing worldwide influence needs and home political reality. It is uncertain whether these media incursions will yield dividends, but it is an uncomfortable but brave attempt to bridge the growing chasm between Europe and Mr. Trump’s America.
