Good public relations is about spotting an opportunity. One eye has to be on the news at all times, and a PR agency will often have a sixth sense when it comes to opportunities. The slightest hint of a story that could be related to a client and alarm bells start ringing immediately. A PR consultancy will be quick off the mark when it comes to spotting a PR opportunity. In fact, the City of London University was so quick off the mark, that it even caught media and marketing publication The Drum off guard. When it was announced that Andy Grey had been sacked for sexist comments made off camera during a football match, the City of London University was straight on the phone to The Drum and offered to give its views on the scandal. Lis Howell, The Deputy Head of Journalism, gave a couple of quotes including one referring to research carried out by the university:

‘Research from City University London indicates that sexism in the choice of contributors to news and current affairs programmes does exist, and on behalf of our students we need to know that women will be treated as equals in the workplace.’

What a great way to make the most of a situation; and of course, The Drum swiftly printed the quotes: mission accomplished.