Day 16 DIFD training – The Scarlet Pimpernel

They seek him here, they seek him there… To be honest, I don’t answer the phone unless it’s somebody offering me a PPI refund, or a payout for a car accident I don’t remember having, that wasn’t a my fault.

Rule number one of media engagement, don’t ever tell the truth to the press. Nothing good will come of it.

We inhabit a world where the media landscape has changed. We now have to contend with the world of deep fakes (in pornographic terms, this is a game changer of gargantuan proportions), fake news, right news, left news, alt left and alt right. Gone are the days when you took it for granted that the news you heard was true because it came out of Trevor McDonald’s mouth.

So, my tips for handling the media calling to ask if you are the deranged mastermind behind a much needed satirical blog about the inner workings of our industry, can be summed up as: “Stay shtum and deny everything.”

When Property Industry Eye call, tell them you will only talk to Estate Agent Today. When Estate Agent Today call, tell them you have already spoken to Property Industry Eye.

Don’t worry, when the time comes for me to out myself properly, I will make sure to do it Russell Quirk styley in a carpool karaoke interview where I blame everyone and anyone else for catastrophic failure, whilst my employees frantically refresh their C.V.’s on LinkedIn.

A PR disaster perfectly timed to deliver the last nails in my coffin and if I really had balls, I would use the opportunity to set up my own PR agency after that. You literally could not make it up.

Anyway, back to training for Do It For Dom. You will need to make sure that you have your paddling basics sorted before you hit the foamy drink in September. Watch on:


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