15 Episodes of The West Wing We Need Now More Than Ever

3.16 The U.S. Poet Laureate

When President Bartlet accidentally makes a negative and not exactly professional comment about the potential Republican nominee, his staff scrambles to do damage control. Meanwhile, Josh discovers an internet fan page for him and engages, quickly learning the dangers of internet communication and how words can be twisted and miscontrued behind keys.

These were the early days of the internet, long before Facebook, Instagram…Twitter…

It also shows the needs, on both fronts, for a strong communications and media relations team. While President Bartlet didn’t exactly call for a criminal indictment of his opponent or falsify claims (cough), him and his team knew enough to control the situation and that it wasn’t good, at the very least. They cared about public perception and professionalism – and in this fictional world at the time, so did the public.

Listen, I think we’re all on the same page that Trump – and many of his staffers – need to learn a lesson in PR and communications. Social media management may be a recent issue, in the grand scheme of history, but it’s important, nonetheless, to choose words carefully, professionally, and strategically – not emotionally and rashly. Especially when you’re President of the United States – and especially if you’re going to claim major crimes committed by opponents and, say, former presidents.