Ep 224 Trump's View on All Press is Good Press August 11, 2016
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The following is a time-coded transcript of the show:
is all publicity good publicity
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speaking the show about effective speaking in public to the media at work
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speaking with TJ Walker
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if you're listening to a show like this you have no doubt heard the old cliché
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there's no such thing as bad publicity various celebrities are said to have a
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mouth that in times of crisis and other times
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most people in the pr world don't believe this most people in the media
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world don't really believe this
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it's one of these old cliches and it just isn't true
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now it is true of course that you're far better off getting lots and lots and
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lots of publicity all the time and if ten percent or twenty percent of it is
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negative and the vast majority is positive you'll probably be much more
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well-known have a bigger brand much better reputation than someone who has a
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hundred percent positive news coverage but only does an interview every two
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years because there's just a lack of awareness of that competitor so it's not
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that all of your media interviews had to be perfect and going to all coverage of
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your organization has to be great all the time its course okay to have a mix
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certainly if the good is far away and ahead proportionately greater than the
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you're likely to have a good reputation but there are some anomalies to this
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one of the most interesting tweets ever put out by Donald Trump I believe in a
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few other observers have waited on this as well
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this happened during the 2016 Republican convention
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Joe I of 2016 there was all the controversy surrounding Melania Trump's
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plagiarism in certain sections of michelle obama's speech something that
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36 hours later was officially recognized and apologized for but here's what
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Donald Trump put out in the middle of this controversy
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this is this is on Twitter Donald Trump's account the real Donald Trump
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milania's speech got more publicity than any in the history of politics
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especially if you believe that all press is good press
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now I wasn't the first observer to point this out that Donald Trump genuinely
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does seem to be someone who believes that there's no such thing as bad press
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he absolutely loves the media
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he's been known for calling up some reporters who just trashed him but his
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face got on the cover of the magazine and say hey great job fantastic article
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when do we do another one
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so shocking and surprising the reporter now the other observation that some
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pundits have made is that Donald Trump doesn't seem to be able to differentiate
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between various types of good publicity and again in his view it's it's almost a
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measure of the clips to have a pre-digital analogy it's just about the
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total amount of coverage and the actual content doesn't matter at all
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this is a an extreme view
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now i'm recording this before november election if Donald Trump becomes
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president then he can have the last laugh
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and he can say his strategy was the right attitude to have towards the media
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it also depends on the industry you're in if you are a chewing gum upstart new
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company and you get 99 percent of the people to hate you but one percent will
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switch to your brand your messaging may be fine
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bad publicity could work if you are a talk radio host
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let's say rush limbaugh for example 20 million listeners in a week in a country
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and some of those are repeats so he has at best
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what seven percent of the country maybe five percent of the country listening to
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him in the talk radio world if you have lots and lots of publicity and most of
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its negative and ninety-five percent of the world hates you
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but five percent love you then you can make the case that almost any publicity
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just getting known because if you have five percent of the world listening to
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your talk radio show
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guess what you can make about 50 million dollars a year or more
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politics is a little bit different in that on Election Day
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you have to appeal to with very rare exceptions like in two thousand you have
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to appeal to fifty percent of the voters
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what's one more about otherwise you're out of business so I do think you have
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to worry a little more about while the negative publicity and the Melania Trump
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thing it was it was negative because it was to hear someone we don't know much
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about and she's caught stealing number one number two
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she said she wrote it all herself and it now appears to be a lie
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so you're caught stealing your caught lying
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you're stealing from michelle obama the Democrat the the current president's
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wife is a bit different party
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ostensibly completely different ideology
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so it takes the question do you secretly admire the very people you say your
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husband's are the enemy and horrible people and not have horrible philosophy
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so it was so negative it so many different levels are people really going
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to vote against Donald Trump for it
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no I don't think so but political conventions are rare things they're rare
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opportunities for political party to rebrand itself to communicate core
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messages that's why traditionally Republican parties and democratic party
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conventions have had themes for a particular night and they've had their
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highest profile political office holders give speeches that are a little
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different but all have the same theme
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if they have celebrities they're typically people who are the most
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respected in their fields such as a Clint Eastwood back in two thousand
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twelve give speeches
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Donald Trump didn't do that time will tell that's an effective strategy or not
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but to have Melania Trump story dominate the first two days of a convention and
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not themes of what Trump wants to do when he's president not war critiques of
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what he doesn't like Democratic administrations and Hillary Clinton has
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to be defined as a failure more in just a moment
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speaking is brought to you by media training worldwide for all of your media
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training and public speaking training needs to go to media training worldwide
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most people in my experience in public life and the corporate world with you're
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looking at this from a spectrum and it's on the on at 0 is the position that all
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publicity is good publicity and a hundred is the position is just don't do
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any interview whatsoever unless you're guaranteed it's one hundred percent
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fantastic positive coverage from a news outlet that's friendly from a reporter
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we know love and trust
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if that's the continuum Donald Trump is basically a 1 or 0 and in my experience
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most organizations are more than 50 60 70 range they're much closer to the side
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of being so fearful of negative coverage that they turned down a lot of media
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interviews to me that is a problem - it's definitely a problem if you think
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all publicity is good publicity because if everybody has a low opinion of you
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and no one will be your customer or vote for you or contribute to you then
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no well Charles Manson Charles Manson's had a lot of publicity doesn't make him
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it does make him famous or infamous but here he is in prison
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50 45 years later so it by definition can't be good that all publicity
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it can't be true that all publicity is good otherwise Charles Manson would be
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on the other hand there are lots of professionals out there who have
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world-class expertise
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nobody's ever heard of them because they have turned down every media opportunity
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in their life for fear that it wouldn't be
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perfect will be a hundred percent rate the biggest problem i believe for most
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individuals consultants small businesses is not negative publicity
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it's not a negative story biggest problem by far is obscurity
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nobody knowing you so please keep in mind this balance
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yes it's certainly possible as Trump's tweet points out to go too far in the
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extreme of all publicity is good publicity but make sure you don't
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overcorrect too far the other direction of saying no to media just because
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you're fearful that not being a hundred percent perfect
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I'm teacher walker as always may all of your presentations in life be a huge
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