HIT for David Cameron

MISS for ITV This Morning Show

 

The Paedophile scandal tsunami sweeping Britain at the moment got close to getting out of hand this morning when Phillip Scofield (not someone known for his investigative reporting) ambushed the PM on his “This Morning” TV show on ITV with a list of names gathered from the internet of alleged paedophiles in the Conservative party (Story here.) The reputation of one was enhanced, the reputation of the other degraded.

Schofield asked Cameron if he would be speaking to the people named, and the PM responded with a warning about “a witch-hunt” driven by unsubstantiated rumours about party members past and present named on the internet.

First of all, David Cameron scores a hit for the way he dealt with this live TV ambush. His media skills were well up to the mark this morning. When something like this happens on live TV it’s hard to maintain composure and with an issue like this easy to respond in a populist manner, yet he rightly stuck to his line that any allegations need to be directed to the Police, and pointed out very firmly that there is a real danger in picking names off the internet which may be there without any basis whatsoever. As a result he appeared in control, capable of seeing the wider picture and offered a degree of gravitas lacking in the event itself.

Second I think this is a Miss in PR terms for ITV as not only did it make the presenter look rather poor in journalistic terms (no self respecting journalist would admit to taking information from the internet at face value) but the stunt of passing the paper to the PM over the table on live TV risked the names being seen opening up the potential for legal action by people potentially slandered. (The Telegraph blurred the paper to obscure the names when re-running the footage for this very reason, and the PM himself placed it face down on the table). Furthermore, just as New Labour shunned The Today programme on Radio 4, it would be no surprise to see “This Morning” getting the cold shoulder in future from the present government.

The issue of child abuse in institutional settings is clearly a serious one, but crass, opportunistic stunts like this do nothing to shed light on the matter, nor do they treat it with the seriousness it deserves.

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