BBC a 'stellar performer' during Olympic Games

The BBC has already been one of the big PR winners from the Olympic Games, agency bosses have claimed.

The Olympic Park: ( LOCOG/ Anthony Charlton)
The Olympic Park: ( LOCOG/ Anthony Charlton)
Following on from a media drubbing over its coverage of the Diamond Jubilee, the broadcaster was praised during this week’s Games-focused PRWeek podcast.

Scott Wilson, UK CEO and MD EMEA for Cohn & Wolfe, pointed to a recent PRWeek survey that revealed mixed feelings about the organisation.

However, he praised its current coverage, saying: 'The use of multi-channel strategy, the involvement of the parents of athletes and some fantastic commentators has resulted in the BBC being the stellar performer so far for me.’

Despite complaints from some quarters around overly negative interviews, the BBC has received widespread praise, with Clare Balding in particular highlighted for her work so far.

Wilson, who also saw London mayor Boris Johnson and opening ceremony creator Danny Boyle as doing well from the Games, was joined by head of corporate at Mission PR Andrew Murray-Watson.

He praised LOCOG’s overall handling of the media as a ‘slick operation’, but criticised its handling of the empty seats controversy and its ‘heavy handed approach’ around protecting Olympic sponsors.

Murray-Watson also pointed to the handling of expectations around transport as poor because of ‘mixed messaging'.

He said: ‘On a global stage London’s been telling the world that transport is great and you’ll have no problems… but anyone who has been commuting in London during the last couple of months has been bombarded with messages saying avoid the tube.’

However, both agreed that so far the Games had been good for the reputation of Britain, with Wilson claiming it had continued the Royals’ rising stock with the public.

‘I think we are at a crossroads point in terms of the future of the Royal family. As a brand, who would’ve thought five years ago the Queen would be talking to James Bond,’ he said.

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