You don't seem to understand the process for getting earned media.
There has to be controversy.
And bad press that becomes good press is still good press.
Think about it.
Trump says the judge's Mexican heritage is a conflict (actually it's the judge's membership in La Raza Lawyers of San Diego). He gets huge press attention...and lots of criticism.
And then low and behold, Alberto Gonzales, the former FIRST Hispanic Attorney General of the U.S., comes out and AGREES with Trump.
This entire matter has been brilliant...as always.
My point is that there is TONS of controversy surrounding his opponent, Secretary Cankles! He doesn’t NEED to manufacture controversy about himself to get “earned airtime”.
Just keep pounding the “Hillary killed Americans in Benghazi” theme (because it’s not only “controversial” but it’s ultimately TRUE). That’s just one example.
This manufacturing controversy about himself strategy, IF even true, is completely unnecessary. I doubt Sun Tzu wrote anything about intentionally weakening your own position for a POSSIBLE future gain.