It reminded me of the Price Andrew interview, in that both men thought that they could control the narrative and manage crisis limitation with their personality alone. And then didn't.
Is he being advised by his own PR, or is ITV's team behind this?
Bringing up Caroline Flack, brushing over the Holly dimension, claiming to care more about the boy than himself, even playing on the distress of his family - all of that seemed fake.
I'm not sure that apologising is the right thing to do in this case. It can be very difficult for people to apologise sometimes, as there is always some 'mind reader' who will insist that they are 'only sorry that they got found out', or whatever - basically blocking their right to show contrition. People don't always want to listen, and revel in the humiliation of someone they don't like. Plus, it's not BBC viewers who are owed an apology. It is the boy, his family, PS's own family, and anyone else directly involved in this sorry saga.
Then there are the allegations of bullying and unpleasantness on the 'toxic' set of This Morning. They weren't explored. Up to a point, probably for the same reasons, but he could have apologised for that, I think - or at least acknowledged that he has clearly upset a lot of people. All the 'how much can I take?' stuff ignores what he did to many people who appeared on his show - the people who are now getting their revenge by talking about his impact on them.
He also claimed that the runner wasn't taxied to and from his flat. That could well prove to be a very foolish claim, as there is a good chance that even if receipts have been destroyed or bought back, someone will be able to testify about it.
Again, this is not about someone having an extra-marital affair. If that were the case I would be defending his right to privacy. It goes a lot deeper than that, and I'm not at all convinced that his attempts to minimise it all will succeed, and give that a lot of the furore is about lies, this could really backfire for him if anything is shown to be untruthful.
(It may well be an attempt to blow the smoke over something else, of course - The Interview is being covered by all and sundry now).
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