Edward Bernays, the so called father of PR, I suspect would chuckle at what could be construed as pure PR play. You build up interest in the character — your client. Then you sell him to a readily available audience. In this case you adopt the moral high ground tut tutting. British tabloids have made this an art form.

The perennial debate before Trump was the imminent demise of journalism, and which ever way mainstream looked it could not construct a proposition to see them through rocky times.

If another Trump-like figure were to emerge in years to come, I suspect the news press would run the same play. After all they could argue, tongue firmly not in their cheeks we’re a business — and yes such views are not binary.

Top Writer & Creative Technologist, Int. Award Winner. Cinemajournalist. Cardiff Uni @jomec. PhD (Dublin). Visiting Prof UBC, Ex BBC/C4News. Apple profiled.

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