On January 20, when Donald Trump officially assumes the presidency, the role of White House press secretary will be entrusted to a new individual—the 36th person to hold this pivotal position.
Though the job comes with immense challenges, it also offers remarkable rewards. In this high-pressure role, where no two days are alike and there’s no clear playbook to follow, I’d like to share some key advice for the incoming press secretary.
It is essential to always have the most current information regarding the president’s views on policies and personnel. Regular check-ins with him are crucial, and don’t hesitate to double-check when necessary. The president is his best spokesperson; regardless of what other staffers say, the decisions and the exact wording of any statements or announcements finally rest with him.
A press secretary must prepare for inevitable attempts to generate internal conflict stories but focus on team unity
Building a team of loyal and intelligent staffers is critical. The press office is small, with only around a dozen staff members, so every person must be fully committed and capable. Avoid hiring anyone who might jeopardize the team’s unity or focus.
There will be attempts to generate stories about internal conflicts or disgruntled staffers looking to cash in with tell-all books, but you can safeguard against that by hiring dedicated individuals.
The logistics of the role are just as important as the public-facing aspects. While the daily briefing represents only a small portion of the work, it is undoubtedly the most visible. The majority of your time will be spent coordinating meetings, planning policy announcements, and managing logistical concerns for media access. Understanding the media’s needs will go a long way in earning their respect.
Developing an understanding of the media landscape is equally important. While many reporters in the White House press corps may have clear biases or use the briefings for personal gain, there are also diligent journalists who prioritize factual reporting. It’s important to identify the difference and know who’s working to deliver the best stories.
It’s also critical to look beyond the front row of the briefing room, where major national outlets like ABC, NBC, and CNN dominate. Regional and local reporters who cover areas where voters live play an essential role in reconnecting the administration with the public.
One of the first steps the new press secretary can take is to restore access to independent journalists. During the Biden administration, over 400 independent reporters had their “hard passes” revoked, and reinstating their access would be a strong move.
Diversifying the media outreach is also key. Trump’s campaign excelled at utilizing independent media and long-form podcasts. Inviting these voices into the conversation, holding calls with them, and giving them a seat at the table in briefings can enhance communication efforts. Expanding digital and social media teams is another priority—Trump’s successful use of these platforms in the past should not be overlooked.
In the middle of all the chaos, it might be tempting to immerse yourself in the D.C. social scene, but it’s vital to stay focused. You’ll be surrounded by new faces and invitations, but remember that the White House Correspondents Dinner, as Trump wisely avoided, isn’t essential to your role.
Taking care of yourself is just as important. The demands of the job are unrelenting, so finding moments to recharge will be essential. Even though the job often requires long hours, making time for personal well-being is vital for sustaining performance.
Despite the intensity and public scrutiny, documenting your journey can provide a sense of perspective later. You’ll experience moments that will fly by, but photos will help preserve memories that, in hindsight, will bring pride and joy. Serving at the White House is a rare and meaningful opportunity, and it’s one that you’ll reflect on with fondness, even as the long days pass by quickly.
