Trump had been down on Shine for at least a few months, believing him ineffective and not what he'd hoped for when he hired him, according to people familiar. Shine's role basically became the person who adjusted the lighting and focused the cameras, and he showed no ability to shape a narrative or communications strategy.
Shine was a key force behind shutting down much of the press access to the White House, including the daily press briefing, per the source. There has not been a White House press briefing since January 28.
Some officials who once said they couldn't think of a better communications director for Trump than a former television executive had been disappointed by his approach. Months into his tenure, Shine's contribution had largely consisted of phoning Fox News hosts and booking officials on the shows so they can defend the President on a network whose audience largely already favors him -- something that had caused some unease inside and outside the West Wing.
"I think Bill Shine is having fun being the President's buddy at work every day," said a Shine ally when asked about his responsibility earlier this year.
Shine was well liked inside the West Wing because he is seen as someone who is decisive in a sea of indecision, three officials said. But Trump, who often has unrealistic expectations of what his staff can accomplish, had complained about Shine privately at times, noting he hadn't received better coverage since he hired him.
"Trump was very disappointed in him. There's been no improvement in press coverage," the source close to the White House said Friday after the resignation was announced. "Donald would have taken all of those hiccups if he had been getting good press," the source added.
Trump praised Shine in a statement Friday for an "outstanding job," saying he looked forward to working with him on the campaign, where he expects him to be "totally involved."
Trump campaign manager Brad Parscale touted his "wealth of experience from cable news and the White House" in a statement.