CHICAGO (WLS) — As he moves toward a reelection announcement expected this weekend, Mayor Brandon Johnson has tapped social media influencer Rachel Cohen to run his communications operation. The hire signals a sharper digital outreach strategy as Johnson enters what is expected to be a competitive 2027 Chicago mayoral race.
Cohen, whose social media accounts reach more than 700,000 followers, told ABC7 Chicago in July that she wanted to volunteer her services to improve Johnson’s public image. On Friday, she announced in an Instagram post that she is joining the mayor’s office as communications director.
“I believe he is one of the country’s most progressive mayors, and I don’t believe he has received enough credit for the many successes Chicago has experienced during his leadership,” Cohen said in the video.
Democratic strategist and content creator Mike Nellis, who knows Cohen, said the appointment reflects the evolving way political campaigns communicate with voters.
“Mayor Johnson has an uphill road, and bringing in someone like Rachel is a very smart move. She approaches communication differently and can connect with a range of audiences,” Nellis said. “It also shows how Democratic campaigns are changing. They’re getting much closer to people.”
A former corporate attorney, Cohen was frequently seen protesting U.S. Immigration and Customs Enforcement during “Operation Midway Blitz.” Her new role will center on highlighting Johnson’s record as the mayor prepares his reelection campaign.
“Rachel is a fighter who stands on her values, and I am excited to welcome her to our team,” Johnson said in a statement. “The way people get their news and information is changing, and we have to meet Chicagoans where they are. Rachel understands how to take complex issues and make them accessible, while bringing the work of this administration directly to people on every platform. She shares our commitment to building a safer, more affordable, and more equitable Chicago, and I look forward to having her perspective on our team.”
ABC7 political analyst Laura Washington said the move fits the reality of how modern voters find and consume political news.
“Social media as a political strategy is here to stay,” Washington said. “It is the future, and I think most smart campaigns will adopt that approach in one form or another.”
Johnson’s campaign team is betting that the digital-first approach can help it connect with younger voters, a group that could prove influential in the next election. Nellis said growing voter frustration is also affecting how residents decide which candidates to support.
“Everybody in the country right now feels really disconnected from our elected leaders at the national level, the local level, everywhere else. People are frustrated in the country. They’re going to get behind a candidate, I think less on ideology these days, and more on: Do I think that guy’s going to fight for me?” he said.
But Cohen’s transition from influencer to government communications director may come with challenges.
“She doesn’t have any experience, direct experience, with government. She hasn’t worked inside of City Hall. She hasn’t worked inside of government agencies, and she’s going to be telling the story of those agencies. So it’ll be interesting to see how quickly she can adapt to that,” Washington said.
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With the election five months away, Johnson’s decision could prompt his challengers to strengthen their own digital outreach to meet voters where they are.
Cohen said in a statement, “I am honored to join Mayor Johnson’s administration, which has been working tirelessly to deliver progressive policy, and work with the team to ensure Chicagoans know how to take advantage of the many resources and programs Mayor Johnson has spearheaded. Chicagoans are engaged, curious, opinionated people, and I’m particularly excited to build on Erin Connelly’s excellent work in advance of budget season. Chicagoans deserve to know what their government is doing, how it affects their lives, and how they can be part of shaping the future of their city. Mayor Johnson understands the importance of digital strategy, and I am excited to bring my experience in law, communications, and digital organizing to an administration focused on building a safer, more affordable and more equitable Chicago.”
Johnson has had some turnover in his office throughout the last year.
Chicago Budget Director Annette Guzman resigned last month.
Former Chief Financial Officer Jill Jaworski left several months ago. Her acting replacement also stepped down, and the deputy chief financial officer left in June.
The administration has also lost its human resources commissioner, police superintendent and health commissioner this year.
Johnson previously downplayed concerns about the changes in personnel, saying such departures are common in government.
“Transitions happen all the time in administrations. But what’s most constant is my presence,” the mayor said.
Johnson said his administration remains focused on its goals despite the turnover.
“As long as the mission, the vision that I have put forward, is carried out and executed by the team that’s around me, the city of Chicago will remain stable,” Johnson said.
Johnson is expected to present his budget proposal in mid-to-late October, around the same time petitions are due for the mayoral race.
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