Steven Cheung, the assertive communications director for Donald Trump’s campaign, has been appointed to lead White House communications, as announced by the president-elect on Friday. Cheung, who previously served as a spokesperson for the Ultimate Fighting Championship, is known for his bold and combative communication style, which he has applied during Trump’s campaign.
Throughout the campaign trail, Cheung has made headlines with his provocative remarks. He has labeled Vice President Kamala Harris as a “stone cold loser” and has attributed criticism of Trump to what he terms “Trump Derangement Syndrome”. In his unfiltered approach, he criticized noted journalist Bob Woodward, referring to him as “truly demented” and claiming he suffers from a severe case of Trump Derangement Syndrome.
During the campaign’s final days, when Trump made controversial comments implying the media might be in danger, Cheung defended him by suggesting that the president was emphasizing the need for protective measures for reporters. Cheung insisted that Trump’s comments were intended to safeguard the media rather than threaten them, showcasing his effort to clarify and manage potential fallout from inflammatory remarks.
While Cheung’s statements often sparked controversy, his role has also included a degree of pragmatism, as he has maintained functional relationships with journalists covering the Trump campaign. With his extensive background in Republican politics, Cheung is expected to bring a unique perspective to his new position, having previously worked in the White House during Trump’s first term and on both of Trump’s presidential campaigns.
This appointment signals a continuation of Trump’s direct and confrontational approach to communication, as Cheung steps into a pivotal role within the incoming administration.
With Cheung at the helm, there is potential for an unorthodox yet effective communication strategy that could resonate with Trump’s base, and perhaps even bridge gaps with a broader audience over time. The future of White House communications under Cheung’s direction will be closely watched as it unfolds.