Trump's New White House Press Secretary Has A Plan... For Creators and Influencers
Karoline Leavitt wants the White House press room to reflect the media habits of the American people, consuming their news from podcasters, influencers, and TikTok.
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What’s the strategy for incoming White House Press Secretary Karoline Leavitt?
At age 27, incoming Trump White House press secretary Karoline Leavitt will be the youngest-ever in the role — Ron Ziegler was the previous record holder, appointed to the position in 1969 by Richard Nixon when he was 29.
“Karoline is smart, tough, and has proven to be a highly effective communicator,” US President-elect Donald Trump said in announcing her appointment last month.
“I very much look forward to getting behind that podium,” Leavitt told Kellyanne Conway recently. “As for the press briefing room, we are certainly exploring ways on how to make sure that room reflects the media habits of the American people in 2024, not in the 1980s.”
Leavitt, who previously served as an assistant press secretary and presidential writer under Kayleigh McEnany during the first Trump administration, added: “If this election proved anything, it proved that the American people are no longer listening to the mainstream bias, anti-Trump legacy media. In fact, the ratings of many networks, […] are in the tank, and Americans are consuming their news from podcasters, social influencers, and yes, TikTok, as President Trump so exceptionally used on the campaign trail.”
She didn’t give specifics about what her strategy as new White House press secretary will be, but she said her and her team “will look to effectively communicate his [Trump’s] message through all mediums so that all Americans are hearing the facts from the White House directly, not through the lens of the ever-biased anti-Trump legacy media.”
Leavitt’s position is not new.
In an interview with
in , Leavitt explained that podcasters like Joe Rogan and Theo Von “played a vital role in relaying President Trump's message to new audiences of especially younger voters who are no longer tuning into the cable news at night; they're listening to their podcast in their car when they're driving to work, or in their headphones when they're at the gym.”She added: “That's the reality of the digital age that we live in today. These podcasters and social influencers are incredibly impactful because they are not beholden to corporate interests. They're not told by their editors what to write or what to say. They are independent critical thinkers, many of whom came to their own decision to support President Trump for various reasons, and kudos to President Trump for having the courage to walk into these non-traditional media environments and sit down for a three hour conversation with Joe Rogan, for example, covering every topic under the sun.”
In another recent interview with Fox News’ Sean Hannity, Leavitt said the White House press team may bring “different voices into the press briefing room” and change rules for press briefings. “We are looking at those options. And, ultimately, it’s about serving the American people and getting President Trump’s message across to them.”
And, according to Leavitt, “If you talk to reporters off the record, they will tell you they are excited that President Trump will be back in the Oval Office because they know how much access they had to him and his press secretaries during his first term,” she told Fox And Friends in December.
Leavitt told Fox News’ Dana Perino: "Talk to reporters who sit inside that briefing room. They have been incredibly frustrated with the lack of access and transparency from the Biden White House. I can assure them of one thing: their access to the president and the transparency will increase when President Trump is back in the Oval Office. We saw that in his first term. He often brought the press into the Oval Office when he was signing bills. I can expect that is going to continue when he returns in January."
Quote of the day:
“Legacy media is no longer dying. It’s dead. And, it died on November 5th.”
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— We’ve reached out to a few journalists and commentators for their immediate reactions… Here’s what they told us:
, founder and author of
I think it’s excellent that at least one political party in the United States is acknowledging the new content creator driven media landscape. It is not 1995 anymore and people aren’t getting their news from traditional sources.
I think it’s good to shake up the White House press briefing room to make it more reflective of the times and where people are actually getting their news.
That said, it’s concerning that both the Republican Party and the Democratic Party continue to primarily engage only with content creators who blindly support their messaging. We desperately need people in power to answer hard questions from media that won’t just reprint their preferred party’s talking points. It does not seem like the Republicans are interested in engaging with any press (traditional or new media) that aren’t willing to blindly parrot pro-Trump messaging. That’s ultimately a major loss for the American public who are left less informed.
Steve Clemons, editor at large, The National interest
Just like the Permanent Five Members in the United Nations Security Council is an anachronistic roster and out of touch with the way real power is distributed and works in the world, so too are the rigid hierarchies of the White House press club.
It’s important that White House journalists maintain objectivity, independence, and dispassionately report on and hold power accountable. Those are the behaviors that matter. These norms should be part of emerging media and even social media.
But what the White House Press corps cannot become is an obsequious pool of social media influencers looking for President Trump’s affections and coddling.
Geopolitical strategist and commentator
As a seasoned political strategist, I find Karoline Leavitt's approach to modernizing White House communications refreshing, astute, and necessary. Her recognition of the shifting media landscape and the need to adapt to new platforms like TikTok and podcasts demonstrates a keen understanding of how Americans consumed information in 2024 and will continue to in 2025.
As Press Secretary, her commitment to bypassing traditional media channels and communicating directly with the public aligns perfectly with President-Elect Trump's successful campaign strategy.
However, while this approach may effectively reach Trump's base, it raises concerns about the potential further polarization of news consumption and the erosion of traditional press accountability.
The challenge for Leavitt will be to balance innovation with maintaining transparency and access for all media outlets—ultimately ensuring that the White House remains accountable to the entire American public, not just to the Trump administration's supporters.
, founder and author of
The appointment of 27-year-old Karoline Leavitt as White House press secretary under a second Trump administration signals a dramatic shift in how the U.S. presidency communicates with its citizens.
By emphasizing platforms like TikTok and social influencers, Leavitt’s strategy underscores the growing chasm between traditional media and newer digital ecosystems.
While her comments about ‘anti-Trump legacy media’ may energize the administration’s base, they also highlight a deeper concern: the erosion of trust in institutions that have historically served as the fourth estate.
Those of us who are experienced in navigating both the traditional and digital media worlds are uniquely positioned to bridge this growing gap, ensuring that journalism evolves to remain relevant while safeguarding its core values of fairness and accountability.
This moment demands collaboration, not division, between these mediums to better serve an increasingly fragmented audience.
, founder and author or
Recognizing widespread frustration with traditional media, Karoline Leavitt has embraced both new and legacy platforms to challenge historic norms. At just 27-years-old, Leavitt is set to become the youngest White House press secretary in history, following her groundbreaking candidacy as one of the first members of Gen Z to run for Congress.
Among all age groups, young people are the least trusting of media institutions and increasingly gravitate toward face-to-camera, vertical video formats.
Leavitt’s understanding of Gen Z’s media habits, combined with her insight into Trump’s base, positions her to effectively bridge generational and ideological divides as the White House’s chief communicator.
, Audience Development Manager at Deutsche Welle (DW)
Karoline Leavitt’s focus on Americans turning to platforms like TikTok and influencers for their news is real and highlights a real shift in how people consume information. Traditional newsrooms indeed need to catch up with these trends, but that doesn’t mean they’re obsolete. Legacy media still play a critical role by providing verified, accurate reporting - something social media and creators often lacks.
Instead of stepping back, newsrooms should step up by meeting audiences where they are. That means creating short, engaging, and authentic video content, encouraging journalists to be relatable on camera, and even partnering with creators to reach younger viewers. While Leavitt dismisses “legacy media,” newsrooms that adapt to today’s habits - without sacrificing journalistic standards - can continue to inform and inspire in ways that influencers and unverified sources sometimes simply can’t.
, founder and author of
The influencers vs. journalists debate, which I wrote about last week, isn't the issue here. What Karoline Leavitt is talking about isn't stacking the White House press briefing room with fact-based news sources — whether legacy media or independent — but about surrounding the new administration with media who will amplify their message and not challenge the administration's version of reality. Framing that in terms of new voices vs. established media is a convenient frame, but a misleading one.
Who said what about Karoline Leavitt?
- , Trump’s first White House press secretary, told The Hill: “This is an extremely personal choice for Donald Trump. He knows the importance of that role, and Karoline has earned his trust on that.”
Arkansas Governor Sarah Huckabee Sanders, former White House Press Secretary in the first Trump administration, told Vanity Fair: “White House Press Secretary is a tough job in any administration, but I know Karoline is sharp, genuine, and loyal and up to the challenge, and will do a great job defending President Trump and promoting his America First agenda.”
Former Trump’s Press Secretary Kayleigh McEnany: “Karoline is smart, tough, professional, and I have no doubt that she will excel at the podium. She is the perfect pick!” — In 2021, a few days before of Trump’s first term as Prersident, McEnany said about Leavitt: “She always has a smile on her face. Her brilliance matches her radiance.”
Steven Cheung, Trump’s pick for White House communications director: “She will make a wonderful Press Secretary championing the policies and agenda of President Trump, and there is nobody better who can articulate that to the public.”
Representative Elise Stefanik, House Republican Conference Chair and Trump’s pick for UN Ambassador: “An absolutely phenomenal pick of Karoline Leavitt to serve as White House Press Secretary for President Donald J. Trump! I am so proud of my friend and former Team Elise Comms Director Karoline!!!”
Kellyann Conway, Fox News contributor and former White House Counselor in the first Trump administration: “I cannot wait to see you [Karoline] behind that podium without a big, stuffed binder of nonsense.”
- , nominated by Trump to be White House senior director for counter-terrorism, told The Telegraph: “Karoline is one of the most trusted, inner circle confidantes of the former and future president.”
Leavitt’s mentor, Neil Levesque, executive director of the New Hampshire Institute of Politics at her alma mater, Saint Anselm College: told CBS News: “She's probably one of the best students I've ever seen in front of a television camera. She answers questions with not only just razor-sharp answers, but also she has an optimism, a sort of cheerfulness to her that I think sometimes catches people off guard.”
Fox host Sean Hannity: “Karoline Leavitt feels well-prepared to tackle 'hostile territory' as White House press secretary.”
Martha MacCallum, host of the Fox Podcast ‘The Untold Story with Martha MacCallum’: “I’m always impress by women who are accomplished and making a name for themselves especially at such a young age. You [Karoline] are a shining example of success.”
hmmmm.. young blond…. hmmmm
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