Comey Testimony: Will it Mark a Crossing the Rubicon or a New Trump PR Defense

Ex-FBI Head's Appearance Could Catapult Russia Probe to New Heights – Unless Trump Derails It

Andrew Blum, Principal, AJB CommunicationsWhen former FBI Director James Comey testifies this week before the Senate Intelligence Committee, it may mark a new public level of disclosure in the Russia probe. According to multiple media reports, Comey is expected to testify that President Trump asked him to back off the investigation of former national security adviser Mike Flynn.The bombshell has been reported previously after Comey was fired by Trump but this is the first time the former FBI Director will testify publicly since he was let go on May 9.While Comey's confirming that report would send the Russia investigation into a political Rubicon --- a point of no return -- his expected testimony also sets the stage for another test of Trump's already shaky PR defense of the White House, his 2016 campaign and a slew of aides and associates embroiled in the Russia collusion scandalThe big question is whether Trump will exercise executive privilege to block Comey from disclosing what they discussed. If this happens, it will add more fuel to the media fire. But it will also open a legal can of worms over exactly what is and isn't covered by executive privilege and ignite another PR flap as it will make Trump appear he is hiding something.If I was advising Trump I would say stop using spokespeople with little or no credibility to discuss Comey and the Russia probe. The first lesson of getting in front of a developing story like this is to have the right messenger.Recent polls have shown that a majority of Americans think Trump is the worst spokesperson in his administration. That's not surprising since Trump has called Comey "a nut job," denounced the Russia probe as a witch hunt and said Russia stories based on leaks are "fake news."It's been a bad PR month for Trump – including a horrible communications rollout of Comey's firing and poor handling of questions about Comey and Russia and related issues. The unlikely PR triumvirate of Sean Spicer, Kellyanne Conway and National Security Advisor Gen. H.R. McMaster has failed miserably in recent press briefings and interviews. Spicer might as well be telling reporter to move to Russia, let alone answer their questions.  Conway, who coined the phrase "alternative facts," can come across as offering no clear answers. McMaster, meanwhile, was thrust into a briefing and looked like a beat cop who didn't want to be talking to the media.What the White House needs to do is bring in a new PR and crisis team with DC and scandal experience – ASAP. They were smart to bring in a personal lawyer for Trump but that's about the only good PR action – so far.But another move raises more questions than it answers. According to the Wall Street Journal, the White House is creating a dedicated unit to deal with the Russia investigation. The goal: keep the probe from derailing already uncertain policy priorities. The unit will include attorneys, researchers and communications specialists who will respond to inquiries from investigators and reporters, the newspaper said.This is a good idea. But who exactly are these people? And when do they start?The WSJ said the group is being organized by White House chief of staff Reince Priebus, Steve Bannon and – the clincher -- Jared Kushner.Why is Kushner even involved in this? After all, he is reportedly a focus in the Russia probe over meetings with Russians, including one in which he is said to have asked about creating back channel communications between the Russians and the White House.Having Kushner involved here looks bad. And according to the WSJ, it is unclear when the unit will start work, and there was no word yet of any outside hires.The problem is timing – and timing is a key issue in PR. This new Trump war room is not ready yet to deal with Comey's testimony. Without this or executive privilege, the Rubicon awaits! [author]About the Author: Andrew Blum is a PR consultant and media trainer and principal of AJB Communications. He has directed PR for professional services and financial services firms, NGOs, agencies and other clients. As a PR executive, and formerly as a journalist, he has been involved on both sides of the media aisle in some of the most media intensive crises of the past 25 years. Contact him at ajbcomms@gmail.com or follow him on Twitter: @ajbcomms [/author]