Trump built his image while he built his business
Flare for promotion came from his dad
WASHINGTON — Donald Trump once claimed to be publicity shy. No joke. It’s right there in The New York Times of Nov. 1, 1976. In the same article, the 30-yearold real estate developer talks up his millions, showcases his penthouse apartment and Cadillac, and allows a reporter to tag along as he visits job sites and lunches at the “21” club before hopping an evening flight to California for more deal-making.
So much for that shy-guy claim.
Young and ambitious, Trump worked just as hard at building his image as he did at expanding his real estate empire.
Along the way, he honed the communications skills that would benefit him at the negotiating table, turn him into a reality TV star and launch a presidential campaign.
He’ll put them to the ultimate test as he goes one-onone with Hillary Clinton in three nationally televised debates over the next month that will help determine the next president.
Trump, who had never participated in a debate before the presidential primaries, is keeping his preparations for tonight’s leadoff generalelection debate low key — no mock face-offs or the like.
“Really, you’re preparing all of your life for these,” he told Fox Business Network recently. “You’re not preparing over a two-week period and cramming.” Is he ready? Experts on public speaking find all kinds of faults with Trump’s oratory: His vocabulary is juvenile, his syntax is jumbled, he’s casual about accuracy, he’s demeaning, his voice is thin and nasal, he’s weak on policy details and more.
And yet, Aaron Kall, who directs the University of Michigan’s Debate Institute and debate team, will venture to tell you this: “He performs like a maestro.”
“He’s a media natural,” says Kall, who edited a book about Trump’s primary debate performances. “He really understands audiences and tailors a message to what he thinks that they want to hear.”
Trump inherited a flair for promotion from his father.
Fred Trump, who built homes and apartments in Brooklyn and Queens, used all sorts of gimmicks to sell his properties: He filled the scoop of a bulldozer with women in bikinis. He released balloons on Coney Island containing $50 discount coupons. He dressed up apartment building lobbies with bird cages.
From the beginning, his son Donald never passed up an opportunity to be on camera.
Long before NBC’s “The Apprentice” turned Trump into a reality TV star in 2004, he was advancing his biz-whiz image in TV and movie cameos, chatting up Howard Stern on the radio and filming ads for Pizza Hut, McDonald’s and more. Then, over 14 seasons of “The Apprentice” and “Celebrity Apprentice,” he sharpened his ability to work the camera, think on his feet and promote the Trump brand.
As a presidential candidate, he has drawn on those same skills to keep himself in the news, dishing out provocations and insults sure to guarantee the public’s attention.
“Across his history, he evolved from a builder to a brand,” says Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania. “He would not be successful were it not for his ingenuity at securing publicity.”
A big question heading into tonight’s leadoff debate in Hempstead, N.Y., is which Trump will turn up on stage.
Voters looking for a smackdown may be disappointed.
Kall says that because a key question for voters is whether Trump has the right temperament to be president, the Republican nominee needs to put the bluster on hold and offer a measured, thoughtful debate performance in which he shows a command of policy detail.