Scaramucci, you are proof there's no room for bully-boy tactics in communications

You were amusing, like a vicious little Sopranos character, but communications professionals across the world will be sighing with relief as you walk out the back door of the White House.

Goodbye Scaramucci and good riddance, writes Jo O'Connell
Goodbye Scaramucci and good riddance, writes Jo O'Connell

As soon as you were appointed as White House communications director, we in public relations were all too aware of the damage you could do to the perception of our industry and its people.

You’re a financier, with no perceivable expertise or training in communications.

You thought that you could barge into the fray; fighting and spitting like a tom cat.

Your expletive-ridden, on-the-record phone call to the New Yorker showed you would take down any perceived opponent publicly and viciously.

You’re a financier, with no perceivable expertise or training in communications and you thought that you could barge into any fray; fighting and spitting like a tom cat

Jo O'Connell, director at JellyRock PR

Your interview with the BBC’s Emily Maitlis was a nonsensical tirade in which you said Trump is "elitist and non-elitist", and that you were a "front stabber" (how enlightened of you).

I guess you thrived in the competitive finance industry, led by egocentric alpha males, where it's all about beating the competition.

You were in your natural environment - a poisonous person in a toxic soup. You see life as a competition where you have to win at everything.

As you were dropped into the communications industry, however, it was clear to see your tactics wouldn’t work.

You see, communications is all about building relationships with people. Yes, even people you don’t like.

It’s about offering a service to journalists, offering them the right information and truthful stories at the right time.

It’s about clearly articulating and managing the messages of your employer or client.

It’s a two-way relationship that is built upon trust and authentic information.

We all know Trump’s contemptuous relationship with the media is littered with daily outcries of "fake news".

However, when issues get a little more complex (war with North Korea, anyone?) and you need to communicate your messages in over 140 characters, you’re going to need news outlets – the good and the bad.

So long, Scaramucci, no-one will be sorry to see a vicious little thug like you go

Jo O'Connell, director at JellyRock PR

Trump’s leadership style includes an extremely high turnover of staff, undermining traditional media, and nepotism – all the signs of a dictator (but that’s a discussion for another time).

Like them or not, the media are there to provide the essential checks and balances we need for democracy to survive.

So long, Scaramucci, no-one will be sorry to see a vicious little thug like you go.

I left the bullies back in the playground decades ago, I certainly don’t need to see them on my TV or have them working in my industry.

PR and communications can now go back to doing what it does best; building healthy relationships and informing people with the facts they need to make their own decisions.

Oh, and last point: no matter how high-profile your job is, nothing is worth missing your newborn son for.

Jo O'Connell is director at JellyRock PR

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