She wrote: 'I was surprised to read the advice from some practitioners that comms directors should avoid ITV's Tonight programme ... If the corporate reputation is at stake, the company should reply.'
There is nothing to prevent communications directors, and PR people in general, from making a considered value judgement. It is not simply about companies needing to face up to mistakes. But is ITV's Tonight programme worth the time and effort?
It has miserable viewing figures and will never have the stature of the flagship TV news reportage programmes such as Newsnight, BBC News, Panorama or News at Ten and is basically an entertainment vehicle for Jonathan Maitland.
The PR director that can diplomatically advise a client to decline an invitation to appear but has the underlying skill and cunning to put an alternative media awareness strategy immediately in place gets my vote every time.
Julian Bray, partner, Metroconsulting Partnership