After Donald Trump's controversial statements regarding Mexico and immigration made headlines last week, NBCUniversal announced Monday that it is officially ending its relationship with the business magnate and presidential hopeful.
The war of words began last Tuesday when Trump announced that he is running for president in 2016. "When Mexico sends its people, they're sending people that have lots of problems," he said that day. "They're bringing drugs. They're bringing crime. They're rapists."
Of course, this isn't the first time Trump has caught flak for something he said, and it almost definitely won't be the last. Unlike others who might think of rescinding or at least tempering controversial comments—especially under pressure from NBCUniversal, which had broadcast Trump projects The Apprentice and Celebrity Apprentice as well as the Miss USA and Miss Universe pageants—Trump didn't apologize.
"I think as far as ending the relationship, I have to do that because my view on immigration is much different than the people at NBC," he told reporters in Chicago on Monday, ostensibly turning the tables on NBC and making it sound like it was his idea to end the relationship.
In a written statement, Trump went further: "If NBC is so weak and so foolish to not understand the serious illegal immigration problem in the United States, coupled with the horrendous and unfair trade deals we are making with Mexico, then their contract violating closure of Miss Universe/Miss USA will be determined in court."
And on Twitter—a platform he uses unceasingly—Trump stuck to his statements. "I love the Mexican people, but Mexico is not our friend," he wrote. "They're killing us at the border and they're killing us on jobs and trade. FIGHT!"
Trump is always on the offensive, and he always has a retort. Love him, hate him or ignore him, he's got his own unique style of public relations and persona shaping: Never apologize, never go on the defensive. As far as communications strategies go, it's a bold one—but for him and for the Trump brand, it works.
Follow Brian Greene on Twitter: @bw_greene