From the August 23 edition of PRI's The World in Words:

CRISTINA LÓPEZ: When Richard Spencer began gaining notoriety and it became fairly obvious that his views were not just far right but also ethnocentrist and white supremacist,  his image became a little too toxic. So an active effort to rebrand began but it was all PR because they were comfortable with his ideology at first. So I think a more accurate way to identify them is pro-Trump trolls because they largely operate online.

Related:

Deciphering the lingo of pro-Trump trolls

Previously:

Media Matters’ Cristina López explains how the White House uses dog whistles to appeal to the “alt-right”

News outlets shouldn’t sugarcoat Trump’s calls for violence and hate

Paid actors, a fake publicist, and retweeted bots: Trump habitually uses deceit and propaganda to shape perceptions