The Prince, according to Machiavelli, ‘should appear, to see him, to hear him, all compassion, all good faith, all integrity, all piety’ — which might be translated into Basic Blairish as ‘should appear a pretty straight kind of guy’ — but, as the Florentine Father of Spin emphasised, it was a great deal more important to seem to have, rather than actually to have, these qualities.
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