Donald Trump has made a success of forcing the media to follow the story he wants to tell. He knows how to overwhelm with a daily diet of spectacle, outrage and distraction. Known by his supporters as “flooding the zone”, he’ll constantly pivot from one emotionally charged issue to the next; his critics are always playing catch-up and never able to challenge any single issue effectively.

In my final months leading UK Government Communications, people often asked me whether Sir Keir Starmer’s communication should be more like Trump’s. My response was always the same: absolutely not.

Trump has a casual relationship with the truth . No success is too small to exaggerate, no failure too large to blame on others. He is willing to stoke prejudice, belittle others , or distort the facts if i

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