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How Trump ripped up the media relations playbook – and what this means for PR folk

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Donald Trump has been in office just over a month but has already broken almost every rule in the press relations playbook used by communication advisers, media trainers and PR gurus for decades.

Instead of telling the truth, Trump has lied with such shameless abandon that a whole new lexicon has had to be invented to describe the parallel universe the president lives in. Post-truth has elevated baloney to the level of the possible, alternative facts are wheeled out to disprove demonstrable evidence and fake news is used as an insult against anyone who dares question the president’s policies.

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