...

Sims describes Trump as he watches TV in his private dining room off the Oval:

He consumed TV like the late Roger Ebert must have watched movies. ... He commented on the sets, the graphics, the wardrobe choices, the lighting, and just about every other visual component of a broadcast. Sure, he liked to hear pundits saying nice things about him or White House officials defending him from attacks, but everything came back to how does it look?

With that in mind, the most Trumpian tactic the comms team employed was arguing with TV networks about the "chyrons," the words displayed at the bottom of the screen that act as headlines for whatever the commentators are discussing.

"People watch TV on mute," the President told me, "so it’s those words, those sometimes beautiful, sometimes nasty little words that matter." ...

When the President would deliver a speech somewhere outside of D.C., the research team would take screenshots of all the chyrons that aired while he was speaking. Then, adding those images to headlines and tweets from influential reporters and pundits, they would race to print out a packet before Trump made it back to the White House.

The goal was for Sarah or Hope or me — or whoever hadn’t traveled with him — to meet him on the ground floor of the residence and hand him the packet to review mere moments after Marine One landed on the South Lawn.

https://www.axios.com/donald-trump-cable-news-chyrons-team-of-vipers-a0ab3573-baaa-4879-828a-d6f75668a11f.html?utm_source=twitter&utm_medium=social&utm_campaign=organic