Inside the Media Playbook: Understanding Trump’s Communication Tactics

Donald Trump’s approach to media and public communication has drawn widespread attention from journalists, politicians, and cultural figures alike. The New York Times labeled him a “master media manipulator,” while Kanye West called him a “genius” tactician and the creator of Dilbert described him as a “master wizard” of persuasion. Regardless of these characterizations, Trump employs distinctive patterns of language and behavior that have proven effective at dominating news cycles and public discourse.

These communication tactics were on full display throughout his first presidential campaign and transition to office, revealing a consistent strategy that media organizations and political opponents have struggled to counter effectively.

One of Trump’s signature approaches involves creating empty spectacles—visual props and staged appearances designed to lend credibility to his claims without offering substantive evidence. During a press conference at Trump Tower, staff arranged stacks of manila folders purportedly containing documents transferring control of his business empire to his sons. When journalists requested to examine the papers, Trump’s team refused access, rendering the display purely theatrical.

This tactic echoed a campaign-era incident when Trump displayed “Trump Steaks” to counter criticism of his failed business ventures, though the products were actually supplied by an unrelated Florida meat company. Similarly, his team’s presentation on preventing conflicts of interest featured a lawyer explaining an ethics plan that experts from both political parties later condemned as woefully inadequate.

Trump’s distinctive speaking style serves as another powerful tool. His sentences often combine inflated adjectives, confused grammar, and meandering digressions that create an appearance of substance while remaining remarkably open to interpretation. This deliberate vagueness allows him to appeal simultaneously to different audiences—including fringe groups who hear coded messages—while maintaining plausible deniability when criticized.

Perhaps most concerning is Trump’s consistent effort to discredit established institutions and respected figures. No one appears beyond his willingness to attack, from civil rights icon John Lewis—whom Trump described as “all talk” despite Lewis’s history of being beaten and arrested during peaceful protests in the 1960s—to Gold Star families and U.S. intelligence agencies. These attacks rarely address substantive issues but instead focus on personal characteristics or broad dismissals.

This systematic undermining of credible sources serves to cast doubt on elections (including his own victory), legitimate journalism, peaceful protests, and fundamental democratic institutions that Americans rely upon.

While attacking established sources, Trump simultaneously elevates conspiracy theories and unverified claims. He has promoted debunked stories about political opponents, shared false crime statistics, and claimed to have “extremely credible sources” for discredited theories about Barack Obama’s birth certificate—a position he maintained for years before reluctantly abandoning it.

Intimidation tactics form another key element of Trump’s approach. During a press conference, he shouted down a CNN reporter as “fake news” when the journalist attempted to ask a question. Trump’s incoming press secretary subsequently threatened to eject the reporter from future briefings for allegedly “rude” behavior. Throughout his campaign, Trump blacklisted newspapers, attacked journalists by name (exposing them to harassment), and fostered an environment where supporters sometimes physically confronted protesters.

Such behavior has drawn admiration from leaders with authoritarian tendencies. Turkish President Recep Tayyip Erdoğan, whose regime has jailed journalists and suppressed dissent, publicly praised Trump for putting the CNN reporter “in his place.”

Trump’s ability to generate constant controversy—whether deliberately or instinctively—creates significant challenges for media organizations. Newsrooms, already struggling with reduced resources due to changing business models, must navigate how to cover an unprecedented volume of potential stories: unconstitutional proposals, global conflicts of interest, sexual misconduct allegations, connections to extremist groups, rejection of traditional allies, and more.

This flood of controversies occurs as traditional media organizations face declining influence, with social media and technology companies increasingly controlling information distribution channels. Whether intentional or not, when Trump engages in public feuds with celebrities or makes inflammatory statements, these distractions often overshadow substantive policy developments.

Perhaps most troubling is the “gaslighting” technique employed by Trump and his surrogates, whereby they consistently deny basic, verifiable facts. His team has repeatedly insisted on versions of events that contradict documented reality, from mischaracterizing intelligence briefings to fabricating positions supposedly taken by public officials.

As Trump’s presidency unfolds, understanding these communication tactics becomes increasingly important for citizens, journalists, and political leaders seeking to engage with substantive issues rather than being manipulated by rhetorical strategies designed to control public discourse.