Knickers
Students of PR, take note. To understand what gets the media’s knickers in a twist, look no further than Jeremy Paxman and the M&S gusset debate. Any good alchemist of spin will sniff the aroma. The well known inquisitor and self effacing presenter of serious political debate, focuses his precious attention on something as banal as M&S underpants and it fuels a public outcry. It’s been talked about in the news, blogs, web and traditional media in a 48 hour frenzy of flailing opinion. Clearly the constituents needed to get a story away are in full view.
A noteworthy person, male underwear, alpha male indignation, age, the semi silly season, a leftfield subject – the list of essentials goes on and on. Remember, the most surprising issue can always grab the media’s attention, and what this has in spades is an unconventional subject, being talked about by one of the most surprising people. What it has achieved is acres of free publicity for M&S underwear. If it hadn’t been Jeremy Paxman, I would have thought it was a publicity stunt, but this man’s credibility and standing is beyond something so facile. Isn’t it?