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Like his policies or not, Donald Trump has given a masterclass on public perception management which holds lessons for all business owners. I use the SPEAK|pr framework to interpret the actions of this billionaire NY property developer who managed to build a following which would storm the US Capitol buildings on the 6th November. I break down how Trump and his cohort took a leaf out of Joseph Goebbels,   master orator and propagandist generally accounted responsible for presenting a favourable image of the Nazi regime to the German people.

However, his process and approach can be a model not least the power of owned media. I try not to be political just analytical, so that we can learn from Trump how he built a following around a cause; some of the best practices should be used to undo the damage done to the fabric of the nation but also the reputation of America worldwide. 

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