DIARY: There’s nothing like a little goalpost shifting to justify your actions

The Diary was more than slightly amused by the news of recently-retired ITN political editor Michael Brunson’s new career.

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

political matters.



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.



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