November 20, 2018

No Such Thing as Too Much Trump

“Trump has never been one to cede the spotlight, but this week more than ever, the president appears to be virtually unavoidable for comment, spending most of his working hours either speaking in front of, or taking questions from, the press.

The ever-present president is part of a new media strategy, current and former White House officials said, driven by the president’s natural impulses, that the communications department has sought to institute for months. It is part of a move away from the set pieces of the daily briefing, which takes staff hours to prepare for and which Trump has never liked, the formal presidential press conference, and the stiff, sit down interviews on a straight news program like 60 Minutes — all tools that previous presidents have relied on to get their message out to supporters and detractors alike.

Instead, Trump is leaning into his preferred mode of communication: In staccato bursts of availability, he talks about the issues he wants to address, in his own words, for as long as he feels like talking, addressing, for the most part, the sole audience of his base.

It’s also strategy that appears more accessible than it really is: it allows Trump to dictate the terms of the interactions with the press, rather than vice versa.”

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