Over the eighteen months of the campaign, the traveling group usually consisted of the candidate, Hicks, and the campaign manager, Corey Lewandowski. In time, she became—in addition to an inadvertent participant in history, about which she was quite as astonished as anyone—a kind of Stepford factotum, as absolutely dedicated to and tolerant of Mr. Trump as anyone who had ever worked for him.
Shortly after Lewandowski, with whom Hicks had an on-and-off romantic relationship, was fired in June 2016 for clashing with Trump family members, Hicks sat in Trump Tower with Trump and his sons, worrying about Lewandowski’s treatment in the press and wondering aloud how she might help him. Trump, who otherwise seemed to treat Hicks in a protective and even paternal way, looked up and said, “Why? You’ve already done enough for him. You’re the best piece of tail he’ll ever have,” sending Hicks running from the room.
As new layers began to form around Trump, first as nominee and then as president-elect, Hicks continued playing the role of his personal PR woman. She would remain his constant shadow and the person with the best access to him. “Have you spoken to Hope?” were among the words most frequently uttered in the West Wing.
Hicks, sponsored by Ivanka and ever loyal to her, was in fact thought of as Trump’s real daughter, while Ivanka was thought of as his real wife. More functionally, but as elementally, Hicks was the president’s chief media handler. She worked by the president’s side, wholly separate from the White House’s forty-person-strong communications office. The president’s personal message and image were entrusted to her—or, more accurately, she was the president’s agent in retailing that message and image, which he trusted to no one but himself. Together they formed something of a freelance operation.
Without any particular politics of her own, and, with her New York PR background, quite looking down on the right-wing press, she was the president’s official liaison to the mainstream media. The president had charged her with the ultimate job: a good write-up in the New York Times.
That, in the president’s estimation, had yet failed to happen, “but Hope tries and tries,” the president said.
On more than one occasion, after a day—one of the countless days—of particularly bad notices, the president greeted her, affectionately, with “You must be the world’s worst PR person.”
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In the early days of the transition, with Conway out of the running for the press secretary job, Trump became determined to find a “star.” The conservative radio host Laura Ingraham, who had spoken at the convention, was on the list, as was Ann Coulter. Fox Business’s Maria Bartiromo was also under consideration. (This was television, the president-elect said, and it ought to be a good-looking woman.) When none of those ideas panned out, the job was offered to Fox News’s Tucker Carlson, who turned it down.
But there was a counterview: the press secretary ought to be the opposite of a star. In fact, the entire press operation ought to be downgraded. If the press was the enemy, why pander to it, why give it more visibility? This was fundamental Bannonism: stop thinking you can somehow get along with your enemies.
As the debate went on, Priebus pushed for one of his deputies at the Republican National Committee, Sean Spicer, a well-liked forty-five-year-old Washington political professional with a string of posts on the Hill in the George W. Bush years as well as with the RNC. Spicer, hesitant to take the job, kept anxiously posing the question to colleagues in the Washington swamp: “If I do this, will I ever be able to work again?”
There were conflicting answers.
During the transition, many members of Trump’s team came to agree with Bannon that their approach to White House press management ought to be to push it off—and the longer the arm’s length the better. For the press, this initiative, or rumors of it, became another sign of the incoming administration’s antipress stance and its systematic efforts to cut off the information supply. In truth, the suggestions about moving the briefing room away from the White House, or curtailing the briefing schedule, or limiting broadcast windows or press pool access, were variously discussed by other incoming administrations. In her husband’s White House, Hillary Clinton had been a proponent of limiting press access.
It was Donald Trump who was not able to relinquish this proximity to the press and the stage in his own house. He regularly berated Spicer for his ham-handed performances, often giving his full attention to them. His response to Spicer’s briefings was part of his continuing belief that nobody could work the media like he could, that somehow he had been stuck with an F-Troop communications team that was absent charisma, magnetism, and proper media connections.
Trump’s pressure on Spicer—a constant stream of directorial castigation and instruction that reliably rattled the press secretary—helped turn the briefings into a can’t-miss train wreck. Meanwhile, the real press operation had more or less devolved into a set of competing press organizations within the White House.
There was Hope Hicks and the president, living in what other West Wingers characterized as an alternative universe in which the mainstream media would yet discover the charm and wisdom of Donald Trump. Where past presidents might have spent portions of their day talking about the needs, desires, and points of leverage among various members of Congress, the president and Hicks spent a great deal of time talking about a fixed cast of media personalities, trying to second-guess the real agendas and weak spots among cable anchors and producers and Times and Post reporters.
Often the focus of this otherworldly ambition was directed at Times reporter Maggie Haberman. Haberman’s front-page beat at the paper, which might be called the “weirdness of Donald Trump” beat, involved producing vivid tales of eccentricities, questionable behavior, and shit the president says, told in a knowing, deadpan style. Beyond acknowledging that Trump was a boy from Queens yet in awe of the Times, nobody in the West Wing could explain why he and Hicks would so often turn to Haberman for what would so reliably be a mocking and hurtful portrayal. There was some feeling that Trump was returning to scenes of past success: the Times might be against him, but Haberman had worked at the New York Post for many years. “She’s very professional,” Conway said, speaking in defense of the president and trying to justify Haberman’s extraordinary access. But however intent he remained on getting good ink in the Times, the president saw Haberman as “mean and horrible.” And yet, on a near-weekly basis, he and Hicks plotted when next to have the Times come in.
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Kushner had his personal press operation and Bannon had his. The leaking culture had become so open and overt—most of the time everybody could identify everybody else’s leaks—that it was now formally staffed.
Kushner’s Office of American Innovation employed, as its spokesperson, Josh Raffel, who, like Hicks, came out of Matthew Hiltzik’s PR shop. Raffel, a Democrat who had been working in Hollywood, acted as Kushner and his wife’s personal rep—not least of all because the couple felt that Spicer, owing his allegiance to Priebus, was not aggressively representing them. This was explicit. “Josh is Jared’s Hope,” was his internal West Wing job description.