I Love This Sort Of Controversy

As a guy who has a bit to do with the media, I love to see controversial actions get coverage. Stuff like what Richard Branson does.

It's all so easy and so very profitable.

Here in Australia we have a chat TV show called "The Panel". Essentially it's 5 people plus guests sitting around a table talking. One of the regular panelists is a woman called Kate Langbroek. Kate is also a DJ on Sydney radio.

Kate has recently had a baby. Good for her!

Then She Slipped Down Her Top

During Wednesday night's show, she had her baby handed to her from the side, pulled down one side of her stretch boob-tube and proceeded to breast feed her child during the show, talking as she goes.

That action has caused quite a stir. The exposure (pardon the pun) has been wonderful publicity for the program, and I'd be willing to bet that their viewer numbers go up next week.

Kate usually plays the innocent "I had no idea it would cause a stir" line and it's the same this time, with her manager saying "It certainly wasn't a stunt."

An Expert Media Manipulator

She's an expert media manipulator and she's done a great job this time.

As businesspeople, we need to look at what Kate has done and see if we can learn anything from it.

Sure, it's controversial. But anyone who criticises is very quickly shouted down as being prudish, old-fashioned and out of touch with modern working mother's needs.

• We've had the big chiefs from the Australian Medical Asscociation come out and comment on the benefits of breast feeding (they don't really care about what Kate did, but they're more than happy to jump on in and make some comments to lift their own profile).
• We've had the radio talk back shows run with it. Controversy = listeners = ratings = increased ad rates = bigger contracts.
• Newspaper columnists have gone to town. Controversy = readers = sales = increased ad rates = bigger contracts.

The Show Itself

And then there is the show itself. They've just received millions of dollars in free publicity. They'll be thrilled with Kate.

• Was it premediated? Mmmm, not sure. I'd guess yes.
• Was it effective? Oh yeh.
• Will the various parties milk it for all its worth to keep the controversy going? Yep.

A TV show like The Panel is just another product. They're out there like you and me - competing in the marketplace to sell what they have and try and make a buck.

Don't Look At It Like This.....................

• Don't look at breast feeding a child whilst you are on an interview chat show as an act of crass exhibitionism.
• Don't look on it as a perfectly normal act of a loving mother.
• But do look upon it as a great example of working the media to boost your ratings.

What do I think?

I have no idea. I just look at it from a PR perspective and examine how everyone works their angle to help their business or organisation. I have more important things to worry about.

Have a good day.

Brendon Sinclair