What The Papers Say: Ginger’s PR proves to be more on the ball

Chris Evans’ arrival on Virgin Radio as presenter of its breakfast show proved top of the hypes in the post-dawn shoot-out with Radio 1.

Chris Evans’ arrival on Virgin Radio as presenter of its breakfast

show proved top of the hypes in the post-dawn shoot-out with Radio

1.



With the ’added value’ of Freud Communications behind him, as opposed to

the in-house BBC team for Zoe Ball and Kevin Greening, Evans featured in

15 PR-led stories, compared to a probable three for Ball/Greening.



The Evening Standard, the Sun, Daily Star, the Guardian, Sunday Times

and the Daily Mail carried lengthy interviews with him.



Not all Evans’ coverage was positive, especially the news that the

show’s sponsor Kellogg’s had taken an opt-out option with change of

presenters.



The news that Beamish Red beer had stepped in as a replacement rated

only two mentions. The Mirror championed Radio 1, describing Ball as

’bubbly Mirror girl’ and Evans as producing ’inane cackle’.



In the photographic stakes, Evans romped home with 25 pictures, compared

to the more photogenic Ball’s 17. Greening trailed in with just

three.



Evaluation and analysis by CARMA International. Cuttings supplied by The

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com.



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