WASHINGTON — The Trump administration has paired a public relations blitz with its policy actions on immigration, with key officials appearing on television news and social media, in an advertising campaign and at a high-profile press conference announcing a lawsuit.

Some parts of the push go above and beyond the more traditional tone of promotion of government policy. They reflect a typical style of projecting strength and accomplishment, and the primary audience consuming and sharing the content are supporters of Trump’s tough-on-immigration policies.

Secretary of Homeland Security Kristi Noem has appeared in ads that urge migrants illegally in the United States to self-deport, and she told an audience Friday that Trump told her the push would be important because “we’re not going to let the media tell this story, because the media will never tell the truth.”

During an appearance at the Conservative Political Action Conference, Noem said Trump himself instructed her to take part in the ad after seeing other videos she did in her former role as South Dakota governor — but gave her explicit instructions on giving him credit.

“He said, ‘I want you in the ads, and I want your face in the ads … but I want the first ad, I want you to thank me, so I want you to thank me for closing the border,’” Noem said. “And I said, ‘Yes, sir, I will thank you for closing the border.'”

The approach is consistent with Trump’s reputation for seeking to grab attention with social media posts, highly visible initiatives and policy actions that favor moving with decisiveness opposed to circumspection — such as the use of a military flourish in deportation efforts and the designation of Guantanamo Bay as a new detention facility for migrants with criminal records.

The ads are set to run “in various dialects” across different media markets aimed to “reach illegal immigrants in the interior of the United States, as well as internationally,” a statement from the Homeland Security Department says.

“If you are a criminal alien considering entering America illegally: Don’t even think about it,” Noem says in the video. “If you come here and break our laws, we will hunt you down. Criminals are not welcome in the United States.”

The White House social media account posted “ASMR: Illegal Alien Deportation Flight” with a video of that scene that has no narration and only the sounds of an airport tarmac. ASMR is a type of video common on social media that includes recording of noises one would play to relax or get a pleasurable sensation, and the video has the sounds of the chains of the migrants slinking along the ground as they prepared to be deported.

If the post was intended to elicit indignation, the White House achieved its goal, at least in terms of left-leaning media outlets. Various headlines include “The White House Posted A Shockingly Cruel ASMR Video. ASMR Creators Are Pissed” from The Huffington Post and “Trump White House sparks backlash for posting dehumanizing ‘ASMR’ deportation video” from MSNBC.

On Valentine’s Day, the White House posted an image of faces of Trump and “border czar” Tom Homan against a holiday-themed pink backdrop with the message, “Roses are Red, Violets are Blue, Come Here Illegally and We’ll Deport You.”

Noem appeared in a video posted to social media on Thursday at a desk covered with photos of various mug shots of deported criminals, saying their crimes make their expulsion from the country a cause for celebration.

Holding up one image, Noem says the individual was convicted of sexual acts with minors and “sentenced to prison but is out of our country now thanks to President Trump.” In another example, Noem says the migrant was arrested and removed under charges of possessing and distributing child pornography. Another example, Noem says, is a Chinese national convicted of murder whom she said is now “gone thanks to President Trump.”

The Trump administration deported 37,660 people in Trump’s first month in office, which is lower than former Joe Biden’s monthly average of 57,000 removals. Encounters of migrants crossing the U.S.-Mexico border illegally are at significantly lower levels, which appear to reflect Trump’s policies as an effective deterrent.

Attorney General Pamela Bondi used her first-ever conference as attorney general to announce a lawsuit against the state of New York and its officials for so-called sanctuary polices, which prevent local law enforcement from cooperating with federal immigration officials.

Flanked by federal law enforcement officials, Bondi highlighted the story of Tammy Nobles, a mother present at the event whose daughter was killed by an MS-13 gang member unlawfully in the United States. But her presentation included few details about the lawsuit.

“And if you don’t comply with federal law, we will hold you accountable,” Bondi said. “We did it to Illinois. Strike one. Strike two is New York, and if you are a state not complying with federal law, you’re next. Get ready.”

Homan, as “border czar,” also has made regular news appearances touting the tough immigration stance, including an appearance with New York City Mayor Eric Adams on Fox News after a one-on-one meeting between the two to discuss collaboration between the federal government and the locality on immigration enforcement. That apparently includes giving U.S. Immigration and Customs Enforcement agents access to the Rikers Island jail complex.

Although Homan conceded he once had critical words for the mayor, he said after the one-on-one meeting he was pleased because he “saw the cop in him,” adding Adams and “really does want to do the right thing, because he was a cop.”

The exchange occurred amid accusations of a quid pro quo between the Trump administration and Adams after the Justice Department sought to drop Biden-era charges against Adams, who was indicted last year on charges alleging he illegally accepting gifts from foreign nationals, particularly Turkish nationals.

Adams brought up his past criticism for the Biden administration’s immigration policies, adding things are different with a new president in power with tough-on-immigration policies.

“We need to go after these dangerous people in our street, and now I have someone that understands that narrative, and we are fighting together to get it done,” Adams said.

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