I picked up on this during the 2016 campaign. Initially even I cringed at Trump’s tweets and statements. All the professionals were advising Trump to stop, stay on message, follow the professional political strategy and each time he quieted down or a week or so the media started controlling the narrative again. Trump figured out that if he wasn’t driving the narrative, the media would. He’s had them flailing in all directions since. Before the media can organize a narrative Trump has already given them half a dozen more things to freak out about. 