But in the longer term, the PR battle to save the licence fee - up for renewal in 2006 - will be bloody and public. Rival broadcasters will campaign hard to do away with what they see as a regressive tax, creating a lop-sided playing field.
In recent years commercial broadcasters have established a tradition of solidarity in their lobbying. Their campaign against a digital license fee supplement was a textbook case of the sort of well-run PR and public affairs drive Dickie and his colleagues will now be up against.
The salary and kudos of such a role are not to be sniffed at, but if he can overcome the challenges ahead, he will justify every last perk.