Friday, 26 August 2011


The only thing worse than being talked about is not being talked about.  So said Oscar Wilde.  LBC Radio pulled of a bit of a coup this week in allowing Jacqui Smith former Home Secretary to stand-in for James O'Brien. The station has made the front pages of the national press and a quick search on Google news shows at least 227 articles about her and mentioning the name of the radio station.

To buy that kind of publicity would have cost thousands of pounds. But is it the kind of publicity the radio station wants?  It was supposed to be Phineas T Barnum the 19th century American showman who said: "There's no such thing as bad publicity."  and he is right.  Sometimes taking a risk, hiring a controversial host can raise the profile of both the host and the radio station.  

Recently working with a US Talk Show host has shown me the importance of getting the attention of the press in improving the awareness of the brand.  But don't be tempted to try and generate publicity for publicity's sake.  Most of us (journos included) see through those disingenuous marketing ploys.  

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