Trump is his own Covid messenger. Allies say that’s the problem.

Source: Politico | October 6, 2020 | Anita Kumar

People who have worked for Trump described the situation with words like “disastrous” and “confusing.”

In the days after Donald Trump revealed he was infected with coronavirus, the president’s aides have given out misleading information, contradicted each other and refused to answer questions about an infection timeline. Trump’s doctor even admitted he had misled Americans in an attempt to reflect an “upbeat attitude.”

It was all for Trump.

Trump, even while stricken with Covid-19, has acted as his own communications chief, crafting a message for the White House to first downplay his illness and then to project himself as a resilient patient who easily beat the virus — though his own doctors say he hasn’t yet.

He pushed for a drive-by through throngs of supporters outside the hospital, casting aside concerns that he was putting others in the car at risk. Later, he crafted a cinematic moment upon his return to the White House, tearing off his mask to salute the cameras after ascending the steps to his residence, leaving newly hired communications aides to answer questions about why he was flouting basic pandemic protocols.

For once, Trump’s supporters and critics agreed. In interviews, seven people who have worked for Trump described the situation as “disastrous” and “confusing” — another “lost opportunity.” Trump’s insistence at guiding the process had backfired, they agreed, leading to the exact opposite of what he wanted: to convey a sense of calm and control.

“All of this nonsense derives from Trump — directly,” said a former White House communications staffer. “The thing is these sorts of crises are political opportunities if you handle them right. They’ve handled the public relations around this about as poorly as can be done. So afraid of looking weak. So afraid of looking like there is a problem. … They can’t think past today’s news cycle.”

The strategy behind the latest crisis is no different than countless others that came before it in the last four years — everything from an investigation into whether the Trump campaign coordinated with Russia to Trump’s impeachment over his attempts to pressure Ukraine into investigating the son of his political rival, Joe Biden. Trump controls the message, unveils it abruptly in tweets or spontaneous comments. His staffers then work backwards to bend that message into a communications strategy.

“Trump is running things like it’s a small family business where you have your hand in everything,” said Eric Dezenhall, a crisis management consultant who worked in the Reagan White House. “It’s very clear that everything that is happening is a direct reflection of his personality.”

Trump’s push to show himself as invincible comes four weeks before he is up for reelection. The president is trailing in the polls against Democrat Joe Biden, with his standing damaged by criticism over an uneven response to the global pandemic, a decimated economy and his treatment of nationwide protests against police brutality

Since Trump contracted coronavirus, his orbit has sought to turn the illness into a sign of his own strength, even declaring his personal experience with the virus makes him better equipped than Biden to lead. “Don’t be afraid of Covid,” Trump tweeted. “Don’t let it dominate your life.”

“It seems like all of the messaging has been politically motivated, and I would prefer they consider seizing the presidential moment and balance campaigning with his leadership responsibility in this public health crisis,” said a former senior administration official. “There’s more political advantage in handling this as president than looking for the short-term political rhetoric.”

……..

Trump left Walter Reed for the White House Monday evening. TV cameras watched as Marine One flew him home. He then walked up the stairs to the White House balcony, where he removed his mask and stood for photos. A video of his return was almost immediately released — a sign of the president once again choreographing his presidency at every turn.

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