DIARY: Pukka PR needed as Jamie Oliver takes on Outside Organisation

Scribble yerself dahn a quick press release, bang it out to yer

favourite hacks and give 'em a call to check they're gonna write it up.

Bosh, you've got yerself some pukka PR.

If only life were that easy, most PROs will be thinking. Handling the

public image of chef Jamie Oliver may seem as much like a piece of

gateau as a hastily assembled fruit-upside-down cake by the man himself.

But there's an art to it.

As if to prove that, Jamie last week took on a PR agency for the first

time. The lucky sods, as he would doubtless term them, are the account

handlers of The Outside Organisation, the celeb PR shop that also

handles publicity for the Spice Girls, David Beckham and Big Brother


Account manager Peter Berry will run the work, with a vague brief aimed

at making us love the cheeky Cockney, who is the butt of at least one

outrageous internet joke site.

Oliver's latest cook book is handled by publicists at Penguin, while The

Naked Chef TV show remains the PR property of the BBC. Oliver's

restaurant, Montes, and his general reputation as a lovable rogue fall

within Berry's remit.

It's lovely jubbly to be on board, as the chef would say.

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