There are cringe-worthy moments aplenty in the new book from NBC News' Katy Tur about her exploits covering the Trump campaign.
But perhaps the most unbelievable moment in Unbelievable: My Front-Row Seat to the Craziest Campaign in American History comes when then-candidate Donald Trump abruptly kissed Tur on the cheek.
Trump is "barreling" toward her before an appearance on MSNBC's Morning Joe shot in New Hampshire the morning after the Nov. 10, 2015 Republican presidential debate, she writes. "Before I know what’s happening, his hands are on my shoulders and his lips are on my cheek. My eyes widen. My body freezes. My heart stops."
Trump leaves to head onto the set "seemingly very proud of himself." But Tur is "mortified" and thinks "F--k. I hope the cameras didn't see that. My bosses are never going to take me seriously. I didn't have time to duck!"
During Trump's on-air chat with hosts Mika and Joe Scarborough, he is talking about press coverage and "then looks at Joe as if he just had an epiphany. 'But actually, Katy Tur -- what happened? She was so great. I just saw her back there. I gave her a big kiss. She was fantastic."
Tur spent more than 500 days covering the Trump campaign for NBC News and MSNBC. During that time, Trump often singled out Tur, saying "Katy hasn't even looked up once at me," during a June 2015 event, also in New Hampshire, and "She's back there, little Katy ... third-rate reporter," in a December 2015 rally in Charleston, S.C. aboard the USS Yorktown.
The back and forth between the candidate and embedded reporter led to the creation of the Twitter hashtag #ImWithTur.
Looking back at the campaign, "it is still unbelievable," Tur told Today show host Matt Lauer during an interview Tuesday. "Especially when I went back and wrote the book and I reviewed a lot of the diary notes that I took and the reporting I did. I couldn’t believe that I experienced what I did. ... There were actual memories where I went back and didn’t actually think they happened and then I found a clip of it on television."
Since the book's release Tuesday, many have used Twitter to comment about the book and Tur's writing and experiences. Getting particular attention is an excerpt tweeted by her NBC News colleague and political reporter Benjy Sarlin. Near the book's end, Tur summarizes the incredulity of Trump's campaign and how those who covered it will always "need each other just to vouch for stories that our children, spouses, and other friends surely won't believe. The shock-a-day style of the Trump campaign is overwhelming our means of recording it."
Another section noted by some appears in the prologue, in which Tur attempts to explain up the national momentum that led to Trump's election win: "They've decided that this menacing, indecent, post-truth landscape is where they want to live for the next four years. ... You feel like you are screaming at the top of your lungs in a room full of people wearing earplugs."
Tur says she gets those who are worried about jobs, small-town economics and outsourcing. "What I don't get are the little old ladies in powder-pink MAKE AMERICA GREAT AGAIN hats calling me a liar," she writes.
Tur's book landed Tuesday, the same day as did What Happened? by Democratic presidential candidate and former First Lady Hillary Clinton. Another book in the works on Trump is from New York Times reporters Glenn Thrush and Maggie Haberman.
About all that, Trump chimed in Tuesday on Twitter to say: "Fascinating to watch people writing books and major articles about me and yet they know nothing about me & have zero access. FAKE NEWS!"
Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider.