Wednesday, July 11, 2018
Unless something goes disastrously wrong – and I don’t just mean losing - England will be heroes in the papers tomorrow morning. By heroes, I mean, they have made it to the World Cup Final or put up a suitably valiant fight in the process. Either way, having created a dream, most of the media will want to live it just a little longer, win or lose. That’s because, again, most editors know a thing or two about judging the public mood and will be thinking of returning heroes, rather than also rans who faltered at the final fence. Optimism is not just something to tap into and build on but to milk for as long as it can be. Think welcoming crowds at the airport, for a start.