With the aim of installing Orwellian-style thought control practices† at every level, affecting every last publicity statement, blog post, and tweet. You forgot that part.
† Based on what his press secretary (and other lackeys) attempted to have us believe about the size of the inaugural day crowds (and the millions of people who voted fraudulently in the past election) -- in addition to things Trump himself has said about climate change, and a whole bunch of other issues -- that's not hyperbole; that's quite literally what's happening.