Throughout his record-breaking Presidential campaign, Donald Trump had a tumultuous relationship with the media. He used all the screen time he could get, but he constantly criticized, berated and slammed the media in general as well as specific networks and reporters in particular.

Now that he’s officially been elected, Trump seems intent on keeping this going. He is currently on what many are calling his “thank you” tour, and he’s managing to be one of the top stories in the news just about every single night … but he still has yet to hold a traditional press conference, something most incoming presidents have done within days of their election victory.

Sure, Trump’s visited with NY Times editors and reporters in what could be called a “blunt” exchange of ideas, but nothing like the traditional podium standups for the cameras.

Apparently learning very little from the campaign, pundits have come out strong in condemning Trump for this spurning of a traditional media relationship. But it’s hard not to wonder out loud what they expected.

Trump was never a media candidate. He played the media – especially TV – like an expert puppet master, taking his message directly to the people and still managing to make the news almost every night. Why should he start now?

In fairness, he did have a presser scheduled for December 15, which was abruptly canceled with no reason given. But, instead of wondering what’s happening and trying to adjust, many in the media are complaining – loudly – but not doing much to change their approach or understanding of the situation.

Things in the media have changed, dramatically and drastically. Yet, some in the traditional media don’t seem to see and understand this. Their expectations are immovable, and, in acting this out, they are playing right into the box Trump built for them throughout the campaign. He said they wanted it their way, and, at least on this issue, the media is saying just that. They wanted Trump’s rating, but now that he’s won, they want him back on their terms. That he has no intention of changing his style now is lost on no one … but the talking heads that just can’t seem to stop talking about it.

The big question now is whether they will actually figure out things have changed, but in a different way than they keep predicting … and if they will come to understand Trump on this … or if the animosity between the incoming President and the media will increase.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.