Another Trump-ed Up Lawsuit

 Another Trump ed Up Lawsuit

THE PR VERDICT: “C” (Distinctly Okay) for Donald Trump.

The Donald is at it again. Real estate magnate and reality TV show star Donald Trump announced yesterday that he is suing comedian and talk show host Bill Maher for $5 million dollars. Why? Maher jokingly asked Trump to prove via a birth certificate that he wasn’t fathered by an orangutan.

This was, of course, Maher’s take on Trump’s infamous “birther” challenge, in which Trump offered to donate $5 million to the charity of President Obama’s choice if he would show a birth certificate proving he was born in Hawaii. The President refused to engage and the whole thing blew over faster than Trump’s hair at the helipad.

Now Trump has risen to Maher’s bait, brandishing a birth certificate that lists his father as Fred Trump (not an orangutan). He announced the lawsuit to – where else? Fox & Friends, and – when else? Just as his reality show, The Apprentice, is starting another run. Trump says he’s going to donate the money to charity, and no, he didn’t think Maher’s comment was a joke. Maher’s Tweeted response: “What?? Really? Hahahahahahahahahahahahahahahahahahaha,” endquote.

THE PR VERDICT: “C” (Distinctly Okay) for Donald Trump. This is just business as usual in his PR stunt-ridden world.

THE PR TAKEAWAY: The old saw about there being no such thing as bad publicity is a lie. Drumming up publicity for one’s TV show with a news-grabbing stunt is a wise move, but why always be the man we love to hate? Instead of humorlessly producing a birth certificate and ordering Maher to pay up, why not turn the joke to advantage by offering to donate the $5 million to the charity of Maher’s choice? Then Trump would have his publicity and appear to be the bigger man, and a generous one – as everyone knows he can afford to be. By doing it his way, Trump comes across as a bully and a blowhard. Well, at least he’s on brand.

Donald Trump, Master Buffoon

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The PR Verdict: “F” (Full Fiasco) for Donald Trump.

The art of buffoonery hit new highs yesterday with the announcement by Donald Trump of what he had been promising for three days would be HUGE news. Trump hit Trump-friendly airwaves such as Fox earlier in the week, saying that on Wednesday he would make a BIG announcement concerning the President. Speculation was rife. What could The Donald know that every political operative in a closing election race hadn’t already hoped to find as political ammunition? The big reveal was yesterday at noon on YouTube.

The Donald’s BIG news was… nothing of the sort. Continuing with a variation on the birther argument, he called Barack Obama “the least transparent President in American history” (Richard Nixon might have sprung to mind). The Donald then congratulated himself in the video for having “gotten the President to release his long-form birth certificate – or whatever it may be.” He now says he has a deal for the President.

If Obama “hands over” his college records and passport application records to Trump, he will give $5 million to a charity of the President’s choice. As long as this is done “to my satisfaction,” says The Donald immodestly, he will deliver the check immediately. The forms must be in by October 31. He urged the President to meet the challenge and added that he was speaking on behalf of the entire US population.

The PR Verdict: “F” (Full Fiasco ) to Trump. Donald, you’re fired.

The PR Takeaway: Big talk and bluster equal buffoonery. Donald Trump, the Master Buffoon, has sealed his own PR image with this latest YouTube insanity. His video and language give no reason to suggest this is anything other than a self-serving publicity stunt. Does he know something we don’t? The much anticipated news “from the Desk of Donald Trump” was well-packaged as an unreservedly ego-driven publicity stunt, but the more publicity (of this type), the lower his credibility falls. At this rate, it may soon be political suicide to be publicly aligned with Trump. The sneaking suspicion is that he may not care.

To see the video, click here.

What’s your opinion of The Donald’s latest publicity stunt? Give us your PR Verdict!