Democratic hopefuls are already positioning themselves for the 2028 presidential primary, even as the party remains without a clear national leader.
Several prominent figures have begun early outreach to voters through books, interviews, and high-profile media appearances aimed at defining their public image well ahead of the formal campaign season.
“It’s the wild, wild west out there,” Democratic strategist Rodell Mollineau said. “There’s no leader of the Democratic Party, a lot of noise out there and a lot of clutter so defining yourself is a smart thing.” He added, “You can’t manufacture authenticity… Voters can smell BS.”
California Gov. Gavin Newsom is preparing to release a memoir and plans a national media tour, including stops in early primary states.
Pennsylvania Gov. Josh Shapiro recently launched his own book, using interviews and late-night television to highlight his personal story. Former Vice President Kamala Harris has also traveled through battleground and red states as part of a book tour.
Other potential contenders, including Kentucky Gov. Andy Beshear and former Transportation Secretary Pete Buttigieg, have leaned into podcasts and festival appearances to reach broader audiences.
Former Vermont Gov. Howard Dean said early exposure helps donors and voters “take their measure” of candidates, adding that late-night interviews reveal how they perform “on the big stage.”
Party strategists say the early push reflects a growing urgency among Democrats to rebuild their national identity before the next presidential race takes shape.
