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‘The truth doesn’t matter anymore, Trump has changed PR’: Max Markson

Donald Trump has changed the PR landscape, especially when it comes to PR diasters, and has helped trusted media organisations gain readers, Mumbrella360 has heard.

Speaking at Mumbrella360, founder of Markson Sparks, Max Markson, said: “The truth doesn’t matter anymore, Trump has changed PR.

Sue Cato, Andrew McGinnes, Nick Abrahams and Max Markson on stage

“We don’t care about the truth anymore we just care about the biggest voice and the loudest voices,” he told the audience during a PR crisis simulation.

Sue Cato, founder of Cato Counsel, also shared her views on Trump with the audience, saying he has aided trusted media organisations in growing their readership.

“Donald Trump is doing the greatest service to the media, and respected media organisations that anyone could possibly do.

“For people that actually want to know they are getting real news, they are flooding back to respected mastheads and all forms of respected media,” she said.

Moderator of the session, Gerry McCusker, founder of The Drill Crisis Simulator didn’t directly comment on the US president but said with the rise of fake news, agencies and brands need to be responding much faster to crises.

McCusker was the moderator for the session

“With what’s happening to the organic visibility of social media content, the rise of fake news and the increasing influence of search engines, we are working with clients in Victoria to have a social media publishing strive time of between five to seven minutes in the event of a crisis or disaster.

“In modern PR disasters, organisations lose narrative relevance almost from the get-go, because they don’t publish with enough speed, they don’t optimise the content for search engine find-ability,” McCusker said.

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