NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / World

How Trump plans to rehabilitate his image

By Robert Costa and Philip Rucker
Washington Post·
17 May, 2016 08:31 PM6 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Presumptive Republican nominee Donald Trump has challenged London's mayor Sadiq Khan to an IQ test, saying he was "not stupid" in an interview with Good Morning Britain's Piers Morgan.

In the face of a brutal new Democratic advertising assault, Donald Trump said he plans to rehabilitate his battered image in the coming weeks by publicly addressing head-on some of the most controversial episodes of his campaign.

The presumptive Republican presidential nominee's strategy is fuelled by a desire to persuade voters that he's nothing like the monster he believes his political adversaries and the media have portrayed him to be.

Trump is taking other steps to recalibrate the impression he leaves voters. He sat down for a television special airing today to make peace with Fox News anchor Megyn Kelly, with whom he has feuded for 10 months, and he has forcefully contested reporting that shows him to be callous and lecherous with women.

The moment speaks to the core challenge for Trump: His incendiary behaviour, both before and during his populist campaign, has sown doubts about his character and fitness for office.

Trump put his tact to a test during an interview with the Washington Post. Unprompted, he delivered a five-minute soliloquy attempting to explain himself for making wild arm and hand gestures at a rally last November to discredit New York Times reporter Serge Kovaleski. The act was widely seen as mocking the journalist's physical disability and has been featured in numerous ads and videos designed to savage Trump.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"I would never say anything bad about a person that has a disability," Trump said, leaning forward at his office desk. "I swear to you it's true, 100 percent true. ... Who would do that to [the] handicapped? I've spent a lot of money making buildings accessible."

Trump then satirically re-enacted the scene, his arms jerking all around, and said he was trying to show "a guy who grovels - 'Oh, oh, I didn't say that. I didn't say that.' That was the imitation I was doing."

"Now," he concluded, "is that a believable story?"

Advertisement
Advertise with NZME.

Whether voters believe it could help determine if Trump can overcome a staggering popularity deficit with the general electorate, especially among women. Trump and his advisers know that improving his standing with white women in particular may be the key to defeating likely Democratic nominee Hillary Clinton in battleground states such as Ohio and Virginia.

Trump's moves come as Priorities USA, a pro-Clinton super PAC, began an aggressive and sustained television ad campaign this week assailing Trump as dangerous and divisive. The ads showcase a series of derogatory comments Trump has made about women.

Clinton herself plans to seize on Trump's past comments. "As he goes after women, as he goes after literally every group, I'm going to be their voice," she tweeted last week.

Trump plans to counter the attacks personally. His campaign manager, Corey Lewandowski, said the candidate would respond in a series of rallies and media appearances and highlight, among other things, his real estate firm's history of hiring women for senior positions.

Discover more

World

Trump's wife dishes 'dirt' on Clintons

17 May 09:43 PM
World

12 ways Hillary Clinton could lose presidency

18 May 06:57 PM

"This is deeply personal for Mr Trump," Lewandowski said. "He will do anything he can to correct the narrative. He wants to point to specific things that are absolutely false about him and go out and talk about them."

Unlike in typical campaigns, Trump will not hold staged events with women or make other overtures to coveted voting blocs, Lewandowski said. "I don't think he'll pander to anybody," he said. "The message will be the same to everybody."

Both Trump and Clinton are deeply polarising figures with high unfavourability ratings. Trump said that, in spite of his global celebrity and the saturation media coverage of his campaign, he is convinced that his political image is fluid and can be easily repaired.

By contrast, he argued, it will be "impossible" for Clinton to change the way voters view her because her persona has become calcified over two decades in politics.

"She's 'Crooked Hillary,' " he said, using the derogatory nickname he has coined in an attempt to brand her as he did his Republican opponents.

In the Post interview, Trump interjected to offer an unprompted and lengthy defence of his statement last August accusing Kelly of having "blood coming out of her wherever" during her tough questioning of him in a debate. His comments were widely interpreted as a reference to Kelly's menstrual cycle.

Advertisement
Advertise with NZME.

"When that narrative started, I said, 'You've got to be kidding.' Who would even think of that?" Trump said. "... I said 'wherever' - ears, nose. I wasn't even thinking about the other."

In the coming weeks, Trump said, "I may explain this stuff during speeches." He added, "It may be old news, it may not be old news, but I'm just telling you."

Democrats hope it is too late. "He can explain them all he wants, but I don't think he can get away from them," strategist Robert Shrum said. "If he spends all of his time explaining those remarks, he'll only dig a bigger hole."

Using the same metaphor, Democratic consultant James Carville said, "The guy can't seem to get rid of his shovel."

"At your rallies you want to be talking about hope for middle America, about enhancing America's position in the world and defeating Isis," Carville added. "If you spend your time on the other issue, I'm not sure you get very far."

Republican operatives underscored the urgency for Trump, believing he has a tight window between now and the July political conventions to define himself before the general electorate or risk the Democrats doing it for him.

Advertisement
Advertise with NZME.

The guy can't seem to get rid of his shovel

James Carville

In 2012, early Democratic attacks against GOP nominee Mitt Romney were so successful that by that northern summer Romney was viewed as a rich, out-of-touch plutocrat and nothing he did in the fall altered that impression.

"Trump can't lose the summer," said Kellyanne Conway, a GOP pollster who managed a super PAC supportive of Senator Ted Cruz of Texas. "He has to redefine his image with suburban women, married women, unmarried women. Women are part of this movement that wants an outsider and fresh face, but he has to bring them over."

Some Republican operatives are sceptical that Trump's attempts to polish his image will work. "If he can get out there and seem genuine . . . I don't know. Maybe," said strategist Austin Barbour.

Others are more optimistic. Charlie Gerow, who chaired Republican Carly Fiorina's unsuccessful presidential campaign, said she and other Trump rivals repeatedly tried to paint the billionaire as an obnoxious bully but struggled to make the tag stick.

"He's made enough comments that have been really offensive to fill a room, but we were day in, day out surprised by what people were wiling to accept from him," Gerow said.

"Most stuff didn't seem to matter. In an ugly schoolyard brawl of a campaign, the shock value can get diminished."

Advertisement
Advertise with NZME.
Save

    Share this article

Latest from World

World

Iranian missile strikes on Israeli regions leave 23 injured

22 Jun 08:13 AM
World

Iran warns of 'dangerous consequences' after US strikes on nuclear sites

22 Jun 06:33 AM
Premium
World

Trump's high-stakes gamble on Iran's nuclear sites

22 Jun 05:43 AM

Help for those helping hardest-hit

sponsored
Advertisement
Advertise with NZME.

Latest from World

Iranian missile strikes on Israeli regions leave 23 injured

Iranian missile strikes on Israeli regions leave 23 injured

22 Jun 08:13 AM

Iranian missiles hit Tel Aviv, Haifa, and Ness Ziona on Sunday morning.

Iran warns of 'dangerous consequences' after US strikes on nuclear sites

Iran warns of 'dangerous consequences' after US strikes on nuclear sites

22 Jun 06:33 AM
Premium
Trump's high-stakes gamble on Iran's nuclear sites

Trump's high-stakes gamble on Iran's nuclear sites

22 Jun 05:43 AM
Kiwi man charged after cocaine blocks found in suitcase at Sydney Airport

Kiwi man charged after cocaine blocks found in suitcase at Sydney Airport

22 Jun 04:16 AM
How a Timaru mum of three budding chefs stretched her grocery shop
sponsored

How a Timaru mum of three budding chefs stretched her grocery shop

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP