The international development secretary is describing the response to Pakistan’s floods as “woefully inadequate”. He doesn’t blame Pakistan’s international reputation - madness!

So let me cite a recent example, when Cameron recently commented about the Pakistan government:

But all we cannot tolerate in any sense the idea this country is allowed to look both ways and is able, in any way, to promote the export of terror whether to India, whether to Afghanistan or to anywhere else in the world … Pakistan needs to do more to shut terror groups down.

He may well be right and negative images like that are not in short supply.

Social media is disruptive for sure but the impact of mass media is also very much alive. Let us remember when the BBC refused to broadcast a DEC charity appeal for Gaza, in the name of “impartiality”. Who was looking both ways then? Clearly there are times when the mass media plays a role in challenging and influencing our beliefs.