There’s a thoughtful piece in The Times by former Sun editor David Yelland. There are occasions, he argues, when we should look beyond the headlines:
Sometimes it does not matter what the media say. Sometimes rebutting headlines is pointless.
It’s not a view that many journalists or PR practitioners would espouse, but he argues his case well, moving on to discuss BP’s corporate repositioning. Is there a corporate PR role waiting for this former tabloid journalist?
PR Studies 
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