This story is a reminder — as if PR practitioners needed one — that trivial questions can consume the public’s attention.  What the people are interested in may not be important but the practitioner in order to communicate effectively cannot ignore their concerns.  The  inconsequential often rules daily discussion and ignorance of issues is willed.  Many people prefer to discuss the contents of People magazine rather than the stories in the Economist.  Nothing a communicator can do will change that. 

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