An interesting insight into how to manage a damaging news story.
Also quite revealing as to the problem Cameron faces over the (dubious) pig story: if he denies it then people will ask why not deny everything else, which is lethal if something, such a when he knew about Ashcroft's nom-dom status is proven true.
Basically, he's been caught good and proper.
http://www.theguardian.com/commentisfree/2015/sep/22/david-cameron-advisers-piggate-spin-doctor
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