6 Ways Trump has Disrupted Media Coaching
Client: You want us to be clear, concise, compelling and credible. How about outrageous? Offensive? Insulting?
Media coach: No, of course not.
Client: But Trump …
Yes, there is that. Donald Trump has not only altered the political landscape; he’s disrupted communication coaching across the land. Political, corporate and other clients interested in learning and applying best practices are hearing one thing and seeing another as the New York real estate mogul rolls up victory after victory.
His success has come despite rules violations spelled out in any legitimate media coaching handbook, and which would have disqualified most others, had they even dared to try such tactics or utter comparable remarks. Like what? Like:
1 — Offending entire nations. Trump’s view of Mexican exports: “They’re bringing drugs. They’re bringing crime. They’re rapists. And some, I assume, are good people.”
2 — Putting down women. There are many examples; one was his attempted belittling of Fox News’ Megyn Kelly, who, during a TV debate, challenged Trump on his past sexist comments.
3 — Demeaning a U.S. military hero. Sen. John McCain, a former Navy pilot, spent hard time in a North Vietnamese prison. Said Trump: He’s not a war hero. He was a war hero because he was captured. I like people who weren’t captured.”
4 — Touting his own looks. “It’s very hard for them to attack me on looks because I’m so good looking.” As with all such remarks, this one was widely reported.
5 — Casting blame for 9/11, and accusing thousands in New Jersey “where you have large Arab populations” of cheering as the Twin Towers fell. The assertion has been widely challenged.
6 — Displaying intolerance and xenophobia by calling for “a complete shutdown of Muslims entering the United States.”
There’s plenty more, and CNN does a good job capturing a top hits list here. But it doesn’t address the media coach’s dilemma. If Trump has violated so many tried and true rules, how has he continued to prosper?
Of course the answer is not to advise clients to be more like Trump. History will remember this election year as the perfect storm for someone like The Donald. Frustration over the political divisiveness in Washington — and politicians’ refusal to heed the warning signs — plus concern about national security, terrorism, the economy, race relations and more, set the stage for a well-financed, bombastic outsider to swoop in and convert emotions to votes, at least so far.
The better play is to stick with the manual. Those new to dealing with the media should be told to be authentic without being offensive. Be aggressive, but stop short of being belligerent. Walk into an interview with your own agenda, but be positive, not dismissive. And even if you’re a billionaire with a knack for reading the moment, remember that even perfect storms can pack a knockout punch.
Have any of you media coaches switched gears after watching Trump in action?
