An experienced communications strategist is more than a publicist. They should be a sound advisor who provides a broader societal view when it comes to messaging — someone who understands where the news is headed and how to position your brand into that cycle. It helps if they have a strong intuition for what makes for a good story.
There are many successful entrepreneurs, politicians and entertainers who have a gut instinct on how to move the media narrative. Like or dislike his politics, President Trump has a pretty good understanding of how to get his different brands on the news.
