Kristi Noem’s $200 Million Mistake - The Journal. Recap

Podcast: The Journal.

Published: 2026-03-09

Duration: 22 min

Summary

The episode explores Kristi Noem's controversial tenure as DHS Secretary, highlighting a $200 million ad campaign that ultimately contributed to her downfall. It examines how her leadership style and decisions, particularly regarding immigration enforcement, clashed with departmental culture.

What Happened

Last year, Kristi Noem, then head of the Department of Homeland Security (DHS), launched a high-profile ad campaign aimed at deterring illegal immigration. The campaign featured Noem in visually striking ads, including one where she dramatically proclaimed, 'You cross the border illegally, we'll find you.' However, the $200 million price tag raised eyebrows and became emblematic of her controversial and self-promotional approach to her role at DHS.

Noem's tenure was marked by a focus on media presence, often prioritizing showmanship over effective governance. Reports indicate that her leadership style clashed with the culture at DHS, leading to complaints from immigration enforcement personnel about her tendency to seek the spotlight rather than support their operations. Anecdotes, such as her announcement of an ICE raid via social media, highlighted this disconnect, resulting in a failed operation due to prior warning given to advocacy groups.

Moreover, her relationship with top advisor Corey Lewandowski and the implications of his informal status as a government employee raised further concerns within DHS. This dynamic, coupled with Noem's prioritization of media visibility, ultimately contributed to her dismissal by President Trump, with the ad campaign being a significant factor in her controversial legacy at the department.

Key Insights

Key Questions Answered

What was Kristi Noem's role at DHS?

Kristi Noem served as the Secretary of the Department of Homeland Security during a tumultuous period marked by a focus on President Trump's immigration policies. Her role was largely defined by the mandate to execute mass deportation strategies, which included substantial media campaigns aimed at deterring illegal immigration.

How did Kristi Noem's ad campaign impact her tenure?

The ad campaign, costing over $200 million, became a defining aspect of Noem's leadership at DHS. Critics argued that it was more about glorifying her image than effectively addressing immigration issues, which ultimately contributed to her controversial reputation and eventual dismissal.

What were the main criticisms of Kristi Noem's leadership style?

Noem faced criticism for prioritizing media visibility and showmanship over substantive governance. Reports indicated that her approach often alienated career DHS employees, particularly those in immigration enforcement, who felt she was more focused on publicity than on supporting their efforts.

What role did Corey Lewandowski play in Noem's tenure at DHS?

Corey Lewandowski, a close advisor to Noem, was a source of controversy due to their romantic relationship and his status as a special government employee. This raised ethical concerns within DHS, as he was not a full-time employee, yet had significant influence over Noem's decisions.

What events led to Kristi Noem's dismissal from DHS?

Noem's dismissal was influenced by several factors, notably the backlash against her ad campaign, her confrontational leadership style, and internal complaints regarding her management decisions. Ultimately, these controversies culminated in her being fired by President Trump.