President-elect Trump has announced that Steven Cheung, his campaign communications director, will take on the role of White House communications director. Cheung, who previously served as a spokesperson for the Ultimate Fighting Championship (UFC), is known for his combative and direct communication style, which he has brought to Trump’s campaign efforts.
Cheung’s tenure during the campaign was marked by his colorful and often controversial remarks. He notably referred to Vice President Kamala Harris as a “stone cold loser” and asserted that her rhetoric contributed to assassination attempts against Trump. He has also been vocal in criticizing media figures, labeling the veteran journalist Bob Woodward as “truly demented” and attributing much of the negative coverage of Trump to what he calls “Trump Derangement Syndrome.”
In the high-stakes atmosphere of the election, Cheung often leveraged hyperbole as part of his strategy to manage Trump’s communications. For example, he defended Trump’s comments suggesting that reporters might need bulletproof glass by claiming it was an expression of concern for their safety rather than a call for violence.
Despite his confrontational public persona, Cheung is recognized as a seasoned communications professional with a history of working effectively with the press. He has been involved in Trump’s previous campaigns and has experience working within the White House during Trump’s first term, making him a familiar face in Republican politics.
This appointment suggests a continuation of Trump’s unapologetic and straightforward communication strategy, which has resonated with his base. As Cheung steps into this critical role, his ability to navigate the complex dynamics of the media landscape will be closely observed.
In summary, Trump’s choice of Steven Cheung as communications director reflects a commitment to maintaining a robust and assertive messaging approach, which could energize the administration’s communication efforts moving forward. As he embarks on this new role, it will be interesting to see how Cheung balances his bold style with the demands of the presidency and public discourse.