White House Transforms Into Trump’s Personal PR Machine Under Steven Cheung

The White House Echo Chamber: How Steven Cheung Reshaped Presidential Messaging

A New Era of Political Communication

The White House's official website has long served as the digital front for U.S. administrations, a place where official policies, executive orders, and fact sheets are published for the public and media. But under President Donald Trump’s second term, it has transformed into something else entirely: a meticulously curated victory reel. Every update seems to celebrate another “win,” with headlines that resemble campaign slogans more than government briefings.

At the heart of this transformation is Steven Cheung, Trump’s White House Communications Director. With a background that spans combat sports marketing and high-stakes political campaigning, Cheung has engineered a communication style that echoes the relentless, unyielding messaging of authoritarian states. His approach blends elements of North Korean-style personal adulation, rapid-response rhetoric, and aggressive political framing—all under the banner of the “America First” narrative.

From the Octagon to the White House: Cheung’s Evolution

Cheung’s communication strategy did not emerge in a vacuum. His professional trajectory—from the Ultimate Fighting Championship to multiple presidential campaigns—has shaped his combative, all-or-nothing approach to messaging.

1. The UFC Influence: Building a No-Holds-Barred Media Presence

Before stepping into the political sphere, Cheung spent years working in communications for the UFC. The fight promotion industry thrives on hyper-aggressive marketing, cultivating larger-than-life personas, and crafting narratives of dominance. Fighters are positioned as either unbeatable champions or underdog warriors, with every match framed as an epic confrontation.

This branding philosophy has seeped into Cheung’s political strategy. Trump’s White House website now reflects a similar ethos—every policy is framed as a monumental victory, every decision a strategic masterstroke. Gone are neutral, bureaucratic descriptions of policy changes. In their place, press releases now read like promotional materials for an undefeated fighter, chronicling win after win with an intensity rarely seen in U.S. government communications.

2. The Campaign Battlefield: Mastering Political Warfare

Cheung’s first major foray into political communications came through high-profile Republican campaigns, including those of Governor Arnold Schwarzenegger and Senator John McCain. These experiences refined his ability to craft direct, emotionally charged messages aimed at rallying a base while neutralizing opposition.

His tenure in Trump’s 2016, 2020, and now 2024 campaigns reinforced his “war-room” mentality. In the modern political era, perception is reality. Cheung understands this better than most, leveraging rapid-response media tactics to counter critics before narratives can gain traction. Under his guidance, Trump’s official communications operate more like a 24/7 propaganda machine, ensuring that the administration’s messaging dominates conservative media ecosystems.

The North Korean Parallel: Personal Worship as a Strategy

Critics have drawn comparisons between Cheung’s strategy and North Korea’s state-run media, which meticulously crafts the image of Kim Jong-un as an infallible leader. While such comparisons may seem hyperbolic, there are undeniable parallels:

• Relentless Self-Celebration: The White House’s website reads like a tribute page, with daily articles chronicling “Week Eight Wins” and “50 Wins in 50 Days.” Every minor policy shift is framed as a historic triumph, regardless of its actual impact.
• Opposition as the Enemy: Instead of treating domestic political disputes as policy disagreements, official communications frequently present Democrats and dissenting voices as existential threats to American greatness.
• Historical Revisionism: In a now-infamous speech, Trump declared himself “the greatest president in U.S. history,” ranking George Washington a distant second. The White House’s messaging follows this theme, portraying Trump as a singular force for national renewal.

This aggressive communication strategy seeks to establish a cult of personality—not merely defending Trump’s policies but elevating his personal brand to mythical status.

Investor Takeaways: A Shift in U.S. Policy Stability

For investors and business leaders, Cheung’s communication overhaul signals a fundamental shift in how U.S. policy is being presented and executed. There are three major implications:

1. Policy Volatility and Market Reactions

When government messaging becomes indistinguishable from campaign rhetoric, it creates uncertainty. Investors prefer stability and predictability, yet the White House’s communications have become a daily exercise in aggressive political posturing. This raises concerns about whether policies will be implemented with long-term economic viability in mind or simply as short-term ideological victories.

2. The Weaponization of Executive Orders

Trump’s administration is aggressively rescinding Biden-era policies and implementing executive orders at a rapid pace. While deregulation efforts, such as eliminating restrictions on manufacturing and resource extraction, may benefit certain sectors, the broader market faces uncertainty. If future administrations follow suit, the U.S. could enter an era of extreme policy whiplash, where every election results in a full-scale regulatory reversal.

3. Immigration and Labor Market Disruptions

The invocation of the Alien Enemies Act of 1798 to target Tren de Aragua, a Venezuelan criminal network, has sparked controversy. Right-wing supporters frame it as a bold measure for national security, while critics warn of overreach and the erosion of civil liberties. For businesses relying on immigrant labor or international partnerships, such unpredictability in immigration enforcement could disrupt supply chains and workforce planning.

The Future of White House Messaging

Steven Cheung’s communication strategy has fundamentally changed how the U.S. government speaks to its citizens and the world. By blurring the line between governance and propaganda, the White House has adopted a messaging style that prioritizes loyalty, dominance, and ideological purity over traditional policy discourse.

For businesses, investors, and policymakers, the key challenge moving forward will be deciphering which messages reflect actual policy shifts and which are performative political theater. With the next election cycle already in motion, expect the White House’s messaging to only grow more aggressive—further reshaping the landscape of American political communication for years to come.