How Dems Should (and Should Not)Talk About the Epstein Scandal

Donald Trump is taking fire from his closest allies over his failure to release the Epstein files; and Democrats sensed an opening. As I wrote on Monday:

The Epstein scandal is unlike any Trump scandal before. It looks like the kind of scandal that has undone second-term presidents … if he can’t quell the furor over the Epstein files, Trump could end up very damaged in ways that affect the midterms, the 2028 presidential election, and the long-term future of the movement.

Democrats are moving en masse to capitalize on this unexpected opportunity. Several Democrats are forcing votes and calling for the full release of the Epstein files. The DNC launched a new account on X that posts daily to remind its followers that Trump has not yet released the Epstein files.

The Epstein files triggered a mega MAGA meltdown. The fact that this is the biggest story in American politics feels stupid in a world where Trump is regularly violating the Constitution, masked ICE agents are raiding parks, and Congress just passed a bill to kick people off their health care. Why are Democrats talking about Epstein instead of Medicaid cuts to pay for tax breaks for the rich? It feels silly given the desperate need to raise awareness of what the GOP Congress just did.

I get it. However, in 2025, political success is tied to one's ability to get attention. Democrats have very few politicians with megaphones large enough to generate the necessary attention. So, latching on to the stories and issues that are already getting attention is a must.

Democrats are going to talk about the Epstein story, but how they do it matters.

Here are few suggestions:

1. Understand Your Audience

The first question to ask in any messaging exercise is “Who’s the audience?” Most of the time the answer is a certain demographic of persuadable voter. This person is either an Independent, a dissatisfied Democrat, or a Trump voter with buyer’s remorse. In the Epstein scandal, the audience is hardcore members of the MAGA base. The Epstein scandal hurts Trump because it drives a wedge between Trump and his base.

The second question is “Who’s the best messenger for that audience?” Elected Democrats, progressive influencers, and liberal podcasters are certainly not the most effective messengers for the MAGA base.

Does this mean Democrats should drop the issue?

No, but we have to be smart about it.

We can’t put too much spin on the ball or overreach. If the issue becomes too associated with a Democratic effort to hurt Trump, it will polarize the issue along party lines and push the dissatisfied MAGA voters back into Trump’s camp.

If your audience is your own supporters or your goal is online engagement from the Democratic base, you are not really helping the cause. And you may be hurting it!

2. Fan the Flames

Democrats aren’t necessarily trying to communicate directly with MAGA voters, but instead fan the flame and keep the issue in the news. A Data for Progress poll found that 55% of Republicans who have heard a lot about the Epstein files disapprove of how Trump has handled them.

Among those who have heard a little, 31% approve; and only 15% of those who have heard nothing at all disapprove. The more people know about the scandal, the more unhappy they are with Trump. Therefore, our goal is to raise awareness and prevent Trump from changing the subject (as he tried to do on Tuesday morning by threatening Senator Adam Schiff with criminal prosecution).

3. Pass the Mic

Because the goal to drive a wedge between Trump and his base, the best messengers will be the MAGA media influencers who are mad at Trump for breaking his campaign promise to release the Epstein files.

Our platforms should be used to share videos of pro-Trump influencers and politicians raising questions about whether Trump is covering up the Epstein files to protect himself and/or his powerful friends.

As an example, here’s a clip of podcaster and comedian Andrew Schulz talking about the issue.

But any number of clips from Megyn Kelly, Laura Loomer, Alex Jones, or Elon Musk would also work.

4. Make Trump’s Epstein Cover-Up Part of the Larger Narrative

Democrats can’t just repost videos from Right Wing podcasts, they need to work the Epstein scandal into a larger narrative. There is a reason why folks react so viscerally to Trump refusing to release the Epstein files.

Trump promised to do it during the campaign. His Attorney General said the client list was on her desk and then, all of a sudden, they said the list doesn’t exist. This could mean two things — either Trump et al lied to gain power or they are protecting Trump and/or other rich and powerful people now.

The belief that the system is rigged to protect the wealthy and politically connected unites both parties. Here is a recent poll outcome from Blue Rose Research that has been making the rounds this week:

Trump won because enough voters thought he would unrig the system, but now he represents the broken system and is wielding power to protect himself and his powerful friends. Trump’s refusal to release the Epstein files is connected to the billionaires in his Cabinet, the pay-to-play governance, the corruption and crypto schemes, and the tax cuts for his rich friends.

The Epstein scandal is unlikely to be top of mind when people vote in the midterms, but the intense focus right now is an important opportunity to deflate turnout from Trump’s base and ensure that voters see Trump and the Republicans as the status quo in what will certainly be yet another change election.