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In the case of Trump, it was incredibly complicated. He attacked White House correspondents all the time. He was obsessed with the media. If he was angry about anything critical, he would
attack you. And then your profile would rise. A lot of news organisations were seeing an increase in subscribers. He was energising people. But, under the Trump administration, the White
House leaked like a sieve. If you were a journalist during the Obama administration, you could never get anyone to talk to you. During the Trump administration, it was a free-for-all. There
was no control over the messaging and there was a lot of in-fighting. What Trump did, rather than control access to the media, was to outcompete it. He was brilliant at doing that. He could
dominate a media cycle. He would act outrageously and compel people to cover his outrageous activities even though they knew that doing so was giving him a political advantage by allowing
him to drown out all other news.