Trump is giving a master class in how to use Twitter

His genius was to find a channel — a medium — through which to communicate: Twitter.

It’s short, fast, immediate and above all direct and unmediated.

What you see is what you get — and that cuts through.

Media professionals too often focus only on the message they are sending and forget the thousands of messages that are bombarding the public daily.

Most people screen out most of what is aimed at them, whether it is advertising or political messaging.

But they can’t ignore conflict.