Agency joint-founder James Herring denied that the appointment of external help was influenced by the lukewarm reaction to the show, which was singled out as having 'failed to live up to expectations' in the ITC's annual report: 'Channel 4 often runs its PR efforts in-house until a series is up-and- running before putting work out to agencies,' Herring said.
C4 senior publicity manager Julie Pickford said the agency would be involved in both proactive and reactive work surrounding the show, including placing stories based on the show's guests: 'It was important we appointed someone with a knowledge and understanding of live TV and how to match the content with PR needs,' she said.
She added that C4 would review the show's PR needs over the summer ahead of the second series of the show, due to screen in September.
