Covfefe. This was the recent word used in President Trump’s tweet. But was the uproar worth it? It’s going on a 3-day news cycle.
Believe me, I’m not making a political judgment – just providing my input on how to handle such a communications situation.
1. Self-Admission: President Trump’s team could have encouraged him to tweet something simple and human soon after his original post. Example: “Spell check gets the best of us all. I was trying to say…”
2. Fun and Entertaining: President Trump could have tweeted, “I’m recommending a new addition to Webster’s dictionary. Covfefe: an adjective meaning…”
3. Transparency: The White House communications team could have simply acknowledged the typo and played down the entire incident, rather than claiming that the President and a few others know what Covfefe means.
Unfortunately, their response has created an unnecessary, multi-day media cycle where media continue to acknowledge the President’s inability to admit a mistake and focus on/draw attention to this possible character flaw.
I would have done a combination of two and three, letting the staff appear more transparent and giving the President an opportunity to show a more engaged and charismatic personality. Just my two cents…