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@miro_o
I think there is something to be said for fighting back. And a direct message style.
How would Cummings advise Boris deal with (for instance) accusation of anti-semitism in the party? Message discipline would be consistent from every minister and probably along the lines of;
"We take this seriously, those responsible will be dealt with, we are not a party that tolerates intolerance and repeatedly suggest otherwise is a smear tactic."
... followed by ...
"Your hair looks nice today Laura Kuenssberg"
... or something.