NYC’s Successful Infrastructure: What Rashad Robinson Sees in Zohran Mamdani’s Communications Strategy
When Zohran Mamdani turned a long-running mayoral campaign into a citywide victory, Rashad Robinson saw more than political outrage—he saw proof that communication itself creates power. In his latest newsletter, Robinson says the win was not luck or timing but the result of years of narrative infrastructure designed to turn communication into a dominant tool.
Communication as a Core Skill
Mamdani’s “most remarkable” skill, according to Robinson, includes his ability to communicate effectively “as a politician, as an organizer, and as an outsider.” Without the connections of the political dynasty or the deep pockets of the startup, this triple ability proved to be important.
The ability to speak in these different ways allowed Mamdani to build coalitions that other candidates could not reach. Those inside politics hear someone who understands governance; organizers see someone who knows how to build a movement; voters saw a person who was not caught up in the system. Such flexibility develops through continuous practice across different planning situations, each of which requires different methods of communication.
Years of Planning Build the Foundation
“Much of the groundwork for this victory was laid in the years leading up to his race,” Robinson wrote. Structural changes including government funding and preferential voting created conditions in which communication skills could overcome traditional advantages. The Working Families Party and the Democratic Socialists of America built organizational power that provided what Robinson called the “fuel” for sustained campaigns—volunteer networks, message boards, and public trust that mainstream institutions had neglected.
This foundation, combined with Mamdani’s skills, turned “what was once a long shot into a sudden reality.” Infrastructure made the election successful; communication skills make it win.
Recognizing Systematic Message Discipline
Robinson looks at how the current administration is consolidating every arm of government communications—from ICE’s marketing to Department of Labor positions—to create a single narrative. Continuity reveals what progress often lacks: a messaging discipline that turns governance into storytelling.
A recent Ministry of Labor Instagram post is an example of this. Robinson describes 1940s-style white-faced posters with slogans like “Reclaim the American Dream” and “Americans First.” His analysis identifies these images as being re-examined rather than thought-out, re-categorized and excluded as patriotic ideals.
This targeted message extends to all platforms. The administration’s current SNAP reduction campaign combines political messages with social media influencers who promote racist portrayals of program recipients. Robinson notes that “every aspect of his social media—government agencies, social media, mobile news—is pushing that message” consistently.
The difference establishes Robinson’s standard that applies to progressive authorities: whether they will use institutional power to communicate with the same system rigidity.
Communication as Infrastructure
Robinson contrasts Mamdani’s model—which focuses on trust and small group discussions—with the progressive practice of treating communication as an afterthought. He writes: “True communication is not about contact or appearance. It’s about connection.”
The difference explains why even successful policies often fail to change public opinion. Robinson notes that it is not enough to deliver results; leaders must also explain their meaning. Biden’s pandemic relief checks, not signed by the administration, serve as his story: “You have to shape how people see you.”
For Robinson, this represents the heart of governance: communication that organizes alignment, not applause. He writes: “Communication—who is talking to which audience—shapes what people believe is possible. Mamdani’s campaign used this strategy “flawlessly,” speaking to “small groups of people in ways that build up to larger groups of people who agree.”
Dominant Test
Mamdani now wields institutional power as the mayor of New York. Robinson asks the question that will define his tenure: “Now he has the tools to do things and sell what he’s done. The question is: will he do it?”
Campaign communication focuses on criticism and perception. Governing communication requires defining complex policy, managing conflicting pressures, and maintaining public support for difficult decisions. Will Mamdani keep his good communication with this change? That question represents the midterm exam.
Robinson broadens the lens beyond New York, arguing that progressives everywhere face the same challenge: whether to treat communication as a work in progress or as a campaign culture. “We will not continue to rule as communication is an illusion,” he warns. The asymmetry between integrated opposition media systems and fragmented progressive channels, he adds, is inevitable—it reflects strategic choices about where to invest energy.
Creating Narrative Programs
Robinson’s conclusion underscores what he calls “narrative infrastructure”—the power to link messages across institutions on purpose as dissidents have done for decades. That belief has shaped his current work with Rashad Robinson Consultants, where he and his team help foundations, corporations, and organizations create lasting narrative programs. His new partnership with NewsOne—the Freedom Table series—extends that effort, creating a space where strategists and culture-makers can combine storytelling and policy action.
Whether leaders will invest in this infrastructure with the urgency they bring to policy remains an open question—and, Robinson suggests, the true test of governance.
Mamdani’s victory proves that when narrative programs meet the talent of communication, progressive people can overcome structural defects. Whether Mamdani—and those who follow—can keep that discipline is what determines whether this period becomes an example or a mystery. Advancing officers must decide whether to use the center stations in an orderly fashion or leave that position underutilized while opposing forces consistently use every available field.
Robinson’s paper suggests that the answer to that question will shape political outcomes for years to come.
