The Diary was more than slightly amused by the news of
recently-retired ITN political editor Michael Brunson’s new career.
He starts this week as an associate at issues management agency Luther
Pendragon. Brunson’s old mucker from News at Ten Charles Stewart-Smith
runs Pendragon and has secured ’Modest Mike’s’ services on an ad hoc
basis for clients who require strategic counsel on a range of thorny
It’s true that journalists jump the fence to PR all the time, either for
more money or more excitement. But Brunson’s recent memoir A Ringside
Seat was more than mildly critical of the PR community and outright
hostile to the intricacies of spin doctory.
Unsurprisingly, perhaps, Brunson draws a distinction between media
relations and what he will be doing. ’Luther Pendragon specialise in
issues, rather than media work, so I won’t be doing that kind of work,’
he tells Diary.
It’s a fine line to tread, Mike.