By coming out swinging, Robinson's lost the fight
Whoever is advising First Minister Peter Robinson on his public relations strategy is not serving him well.
His outburst against what he called the lemmings within his party gave the impression that disaffection with his leadership is more widespread than it actually is. And that is a dangerous image to send out.
By any standards, this was an incredibly ill-advised tactic.
Perhaps the next time the DUP leader is approached with such advice, he should tell the strategists to take a lemming-like metaphorical leap off a cliff.
Mr Robinson only has to look at the fate of the Ulster Unionist Party to see the grave error of publicly debating dissent within the party ranks.