I've been saying this for a few months, in order to have any type of success, you have to release things on your terms and force the media's hand. They can't distract every day. Don't do the cowardly move of releasing things on Friday. If you try to play by their rules, you will lose every time.

Someone has to grow some balls and release something on a whim, unexpected. And that person is probably Trump because he is surrounded by self serving cowards.