Trump to name Mike Dubke as comms director

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President Trump speaks during a news conference Thursday.

The White House could be set to announce Crossroads Media founder Michael Dubke as its Communications Director as soon as Friday, according to a CNN report citing multiple sources which could not be verified by CNBC.

Dubke's appointment could help shore up Trump's messaging efforts.

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According to its website, "Crossroads Media (CRM) is the premier Republican media services firm, specializing in advertising strategy and placement for political candidates, issue advocacy organizations and trade associations".

The decision to appoint Dubke has surprised some of President Trump's close allies, with one anonymously marveling to CNN that "Dubke and his Crossroads friends did everything they could to kill the Trump movement and failed".

Crossroads Media has served, among others, American Crossroads, the super-PAC launched by former Republican White House strategist Karl Rove.

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Trump initially hired campaign aide Jason Miller for the communications job, but Miller withdrew before the inauguration. Dubke is also a founding partner for the Black Rock Group, a strategic communications and public affairs firm in Alexandria.

The rumored incoming director lives in Virginia with his wife, Shannon, and their two children.

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