‘Good publicity is preferable to bad,’ said Donald Trump in his best-selling book Art of the Deal, ‘but from a bottom-line perspective, bad publicity is sometimes better than no publicity at all. Controversy, in short, sells.’
Never has this mantra seemed more appropriate than today.
Trump’s savagely personal assault on the US mainstream media – aka the MSM – in the past week has ignited a firestorm of controversy and bad publicity.
It began when he tweeted that MSNBC’s ‘Morning Joe’ host Mika Brzezinski was ‘low IQ crazy Mika’ and claimed she had been ‘bleeding badly from a face-lift’ during a New Year’s Eve visit to Mar-a-Lago, his Florida resort.
This was obviously a grotesquely offensive thing for the President of the United States to publicly state about anyone.
To say it about a woman, any woman, also smacks of crass misogyny.
But before we martyr poor Ms Brzezinksi too fervently, it is worth pointing out that she herself is no innocent little lamb in the personal abuse stakes.
The reason for Trump’s tirade was that she spent the previous day’s ‘Morning Joe’ repeatedly mocking him for his ‘teensy hands’.
In fact, she devotes a lot of her time to ridiculing Trump for the way he looks and behaves.
And let’s not be naïve here, she does it knowing full well that Trump will eventually retaliate, and when he does, she and her show will dominate the news for a few days and get a substantial ratings boost.
Those increased ratings lead to increased profits.
Controversy, in short, sells.
Trump responded to the inevitable furore with another stinging tweet about Brzezinksi and her co-host and fiance, branding them ‘Crazy Joe Scarborough and dumb as a rock Mika’.
Now, I happen to think Scarborough and Brzezinksi are two very smart and able broadcasters. But since their old friend Trump won the White House they’ve gone rogue on him. Why? Partly because I believe they genuinely have issues with the way he has started his presidency. But also, I suspect, because MSNBC is making a fortune from whacking the president.
Indeed, at the weekend Joe Scarborough was able to boast on Twitter about record ratings for their show.
Trump then turned his Twitter turret sights onto his favored enemy: my old employers, CNN.
They gifted him a massive PR goal last week by firing three top journalists for an entirely false story linking a Trump associate to Russian financial skullduggery.
And, as I predicted, the president has embarked on immediate ball-spiking frenzy.
‘I am extremely pleased to see that @CNN has finally been exposed as #FakeNews and garbage journalism,’ Trump tweeted. ‘It’s about time!’