The candidate has high name recognition but lacks, well, gravitas.
How would a PR pro manage the campaign of NY mayoral hopeful Geraldo Rivera?
The television journalist, currently host of CNBC's Rivera Live, says he is seriously considering a bid for the job.
Rivera's CNBC colleagues were unfazed by his announcement. 'It's difficult to be surprised by anything Geraldo's interested in,' said network spokesman Paul Capelli
Getting everyone else to take him seriously is another matter.
Voters have seen a glut of political newcomers vying for high-profile offices lately - from Hillary Clinton to former Goldman-Sachs CEO Jon Corzine, both seeking US Senate seats.
Jim Lanard, Jim Florio's campaign spokesman during his unsuccessful US Senate bid, said that a backlash against political novices is not yet looming, 'but Geraldo could trigger it himself.'
Concerning Rivera's claim to have bedded hundreds of women, chronicled in his autobiography, Exposing Myself, Lanard had this to say: 'Let's just hope that he left on good terms with them and that they are all New York City residents.'