Public Relations & Social Marketing Insight

When Donald Trump gathered the press at Trump Tower 20 months ago to announce his unlikely candidacy for president, he reportedly paid actors to fill the marble lobby and cheer.

Not much — and everything — has changed since.

On Wednesday morning, when the president-elect once again faced hundreds of reporters from around the globe gathered in his lobby -- this time for his first press conference in seven months — Trump filled the room with paid staffers who clapped and cheered as he blasted members of the media as purveyors of “fake news.”

It was Trump’s method of battling back an extraordinary report that U.S. intelligence officials have presented both Trump and President Barack Obama with unverified allegations that Russia has compromising information about the incoming 45th president, including about a reported salacious encounter in a Moscow hotel room....

Does anyone really believe that story?” Donald Trump said, at his first press conference in more than five months. He was referring to a dossier that BuzzFeed had published the night before, which contained unproved allegations of material that the Russians had supposedly gathered to blackmail Trump. The press conference might not have gone half as well for Trump if that story hadn’t been out. Trump looked angry, in a way that, as anger sometimes does, left him more rhetorically focussed. The rambling defensiveness that criticisms often provoke in him was not so visible. His grandiosity, his resentments, and, at moments, his crudity were all on full display, but not in a way that is likely to alienate his supporters.

The first question asked of Trump was whether he had been briefed by American intelligence about the alleged Russian efforts to compromise him, as CNN had reported. He said that he couldn’t talk about classified intelligence, but he did have something to say about what had been publicly reported. “It’s all fake news. It’s phony stuff. It didn’t happen,” he said. “And it was gotten by opponents of ours, as you know, because you reported it and so did many of the other people. It was a group of opponents that got together—sick people—and they put that crap together.”...