According to ex-CNN host Mr Morgan, this was an emergency that needed “a different approach from the traditional news anchor approach”.
His appearance on CNN’s “Reliable Sources” on Sunday did not spare any criticism of the White House incumbent — and Mr Morgan’s long-time friend — who had prioritised himself at the expense of American lives and the November election.
Mr Morgan described how he had been watching Mr Trump’s White House briefings “with mounting horror”.
Describing the president’s “self-aggrandising, self-justifying, overly defensive, [and] politically partisan” approach, the outspoken host warned against turning the coronavirus task force conferences into rallies.
“[It’s] almost like what’s more important is winning the election in November,” added Mr Morgan.“What is more important right now is saving American lives.”
Using the CNN interview to address the president directly, Mr Morgan said: “You will win the election in November if you get this right. If you stop making it about yourself and make it about the American people and show that you care about them over yourself, you will win.”
He added: “Conversely, you will lose the election in November if you continue to make it about yourself, you continue playing silly politics, continue targeting Democrat governors because that suits you for your electoral purposes.”
Aware that Mr Trump would not want to hear criticism of his handling of the coronavirus, the TV host used Twitter to urge the president to listen to him.
“Mr President @realDonaldTrump, you won’t want to watch this, but I hope you do,” wrote Mr Morgan. “Please drop your angry, petty, disingenuous, blame-gaming, self-aggrandising daily briefing antics & start being a proper wartime president.”
Mr Morgan, who won the seventh season of Mr Trump’s ‘Celebrity Apprentice’ show in 2008, has known the US president for more than a decade and describes his opinion as that of a “critical friend”.
While known for courting controversy, Mr Morgan has been applauded for his tough approach when challenging British officials on their handling of the pandemic in the UK.
But with an eye on events across the Atlantic, Mr Morgan wrote in a Daily Mail column last week that “America doesn’t want a King Trump”.
According to CNN, he said he wrote the piece because he had grown “aghast at these press conferences”, which are “typical Trump, but are so grating in a global pandemic crisis”.