Throughout his record-breaking Presidential campaign, Donald Trump had a tumultuous relationship with the media. He used all the screen time he could get, but he constantly criticized, berated and slammed the media in general as well as specific networks and reporters in particular.

Now that he’s officially been elected, Trump seems intent on keeping this going. He is currently on what many are calling his “thank you” tour, and he’s managing to be one of the top stories in the news just about every single night … but he still has yet to hold a traditional press conference, something most incoming presidents have done within days of their election victory.

Sure, Trump’s visited with NY Times editors and reporters in what could be called a “blunt” exchange of ideas, but nothing like the traditional podium standups for the cameras.

Apparently learning very little from the campaign, pundits have come out strong in condemning Trump for this spurning of a traditional media relationship. But it’s hard not to wonder out loud what they expected.

Trump was never a media candidate. He played the media – especially TV – like an expert puppet master, taking his message directly to the people and still managing to make the news almost every night. Why should he start now?

In fairness, he did have a presser scheduled for December 15, which was abruptly canceled with no reason given. But, instead of wondering what’s happening and trying to adjust, many in the media are complaining – loudly – but not doing much to change their approach or understanding of the situation.

Things in the media have changed, dramatically and drastically. Yet, some in the traditional media don’t seem to see and understand this. Their expectations are immovable, and, in acting this out, they are playing right into the box Trump built for them throughout the campaign. He said they wanted it their way, and, at least on this issue, the media is saying just that. They wanted Trump’s rating, but now that he’s won, they want him back on their terms. That he has no intention of changing his style now is lost on no one … but the talking heads that just can’t seem to stop talking about it.

The big question now is whether they will actually figure out things have changed, but in a different way than they keep predicting … and if they will come to understand Trump on this … or if the animosity between the incoming President and the media will increase.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.