Weather Channel success is not in the stars

The following isn't exactly a bad PR move, but it is a very bad idea.

The following isn't exactly a bad PR move, but it is a very bad idea.

The Weather Channel, the least entertaining network with the biggest global following (not counting VH1), announced last week it will now "allow" celebrities a chance to get in front of the camera and play weatherman.

"[We] will offer celebrities the chance to appear on-camera from the network's Atlanta studios to try their hand at broadcasting the weather to millions of faithful viewers," read a press release sent to celebrity publicists on Monday.

Just what Denzel Washington always wanted - if you believe Terry Connelly, SVP and general manager for the network.

"In television and magazine interviews, many film stars have revealed their secret desire to broadcast the weather," said Connelly in the release. "We know from our research that celebrities are a core part of our loyal viewing audience."

Sounds like Connelly's been cooped up in the studio too long. For although we fully believe that celebrities rely on his network for their local forecast as much as anyone, we find it hard to believe Hillary Swank would trade it all for a shot at Weekend Outlook.

The offer does raise interesting possibilities, however. Celebrities do frequently need to humble themselves for PR purposes, and Habitat for Humanity only has so many extra hammers lying around.

So perhaps it won't be too long before Li'l Kim is doing your 10-day forecast - at which point a bad idea becomes a bad PR move.

  • Douglas Quenqua writes PR Play of the Week. He is PRWeek's news editor.

    Ratings:

    1. Clueless

    2. Ill-advised

    3. On the right track

    4. Savvy

    5. Ingenious

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