Media watch

Many would say managing an acute trust was difficult enough without having business mogul Sir Gerry Robinson prowling the corridors as TV cameras roll.

But that's what Brian James, chief executive of Rotherham foundation trust, agreed to - and he's now bitterly regretting the decision. He told HSJthat he thought that as it was an Open University-sponsored programme it would be 'educational'. The programme Can Sir Gerry Robinson fix the NHS?aired in three episodes earlier this week. The surrounding media coverage has led to yet another round of NHS manager bashing.

The Observersaid the programme was set to 'deliver a devastating indictment of management in the NHS in a move that will provoke fresh controversy over whether the extra billions of pounds earmarked for healthcare are being squandered'.

The News of the Worldwent even further, with the headline 'Sick joke' over a story that claimed that bosses were 'dithering' as waiting lists grew.

Sir Gerry told the newspaper that the hospital 'was a shambles and the most frustrating thing is that it doesn't need to be like that'. Much of the criticism is reserved for Mr James, who according to Sir Gerry 'tends to think of grand schemes - rather than just going from A to B to get things done'.

Mr James told HSJhe was disappointed it wasn't a more 'intellectual programme' and 'didn't really convey the complexities of running an NHS organisation'.

Let business moguls into your organisation at your peril.