A PR guru doesn't believe Nine's Alex Cullen did lasting damage to his career by unwisely accepting a $50,000 gift from controversial businessman Adrian Portelli to give him a new nickname.
Fans are also showing their support for Today Show regular Cullen, 44, who was given the huge payout by Mr Portelli for using a variation on his self-proclaimed nickname 'McLaren Man' on air instead of the flashy entrepreneur tag ' Lambo Guy'. .
In an effort to ditch the old name, Mr. Portelli offered a cash reward of $50,000 to the first member of the media to use his new nickname, and when Cullen did so, he posted what appeared to be a wire transfer of the amount to the Nine. sports presenter.
Nine immediately responded by suspending Cullen, who has not appeared on air since. They also announced an investigation into the payment, which they said was refunded.
Mr Markson, who has been a leading PR agent for 50 years, said that while it was “not normal” behavior for a presenter to accept cash and say something that was not part of his stated sponsorship, he believed Cullen was clearly joking.
Markson pointed out that Today Show host Karl Stefanovic was very much in on the joke, grinning that Cullen had gotten it right in saying “McClaren Guy” and that he could split the $50,000 with him.
“I'm sure they didn't think they were going to get the $50,000 but then they got it and unfortunately Alex has been suspended for the time being, which is crazy,” Markson told Daily Mail Australia on Monday.
“Obviously he shouldn't have taken the $50,000, but he gave it back. I don't think that's the reason they did it, obviously they did it as a joke.
Nine's Alex Cullen is getting a lot of support from fans after being suspended
Adrian Portelli now wants to be called 'Mr McLaren'
Markson suggested that Cullen may have been the victim of unfortunate timing.
“It happened Friday and he (Cullen) probably got the money late Friday night,” Markson said.
“If he knew it was coming, he probably would have given it to charity. I didn't think he would have put the money in his pocket.'
Nine insiders told Daily Mail Australia that the stunt could have been beneficial to the network and Portelli, had Cullen informed the promoter that as a journalist he could not accept any payment for making the comment on air.
“What Alex should have done is refused to take any money and told Portelli to donate it directly to charity – if he wanted to get involved in the stunt at all,” a network insider told Daily Mail Australia.
Legendary publicist Max Markson (pictured left with American actor Charlie Sheen) said Cullen was clearly joking and expected to receive payment
However, Mr Markson did not think this would do lasting damage to Cullen's TV career.
“Alex will be back on the air within a week, within a few days I would have thought,” Markson said.
'It's not a big deal, it was a joke. It wasn't just him, but Stefanovic was clearly joking as well.'
Mr Markson said Mr Portelli, who was dubbed 'Mr Lambo' in 2022 after appearing in a yellow Lamborghini to bid on houses renovated on Nine's show The Block, received great attention for this latest stunt, including a front page of the Sydney newspaper.
“I think he has a great publicist, it's not me, but he has a great publicist,” Markson said.
“I know him.”
Although Mr. Markson thought Mr. Portelli was really tired of his Lambo nickname, he had found a good angle to get more publicity out of it.
“If you're doing well and you have enough attention, you keep marketing it and keep pushing,” he said.
Cullen's latest Instagram post is a selfie of him giving a thumbs up outside Melbourne's Rod Laver Arena
Meanwhile, Cullen is receiving a lot of support from fans on social media.
Cullen's latest Instagram post is a selfie of him giving a thumbs up outside Melbourne's Rod Laver Arena, where the Australian Open is being held, with the simple caption 'let's go'.
“You are the best host, and without you that show is nothing,” the first comment reads.
'Such a humble, sweet personality for morning television. I'm sorry mate, I hope you're doing well x.”
“I feel so sorry for you,” someone else wrote.
“Just to be clear, I don't watch Chanel 9 anymore. I hope something better comes from this, you're amazing, what a load of BS from Chanel 9.”
“No way,” says another.
'I can't believe they let you down. I really like your injection into the show, you were a breath of fresh air. If they fire you, I will definitely vote with my feet.”
Radio shock jock Kyle Sandilands also jumped to Cullen's defense, saying he didn't understand why anyone 'cared' about the payment.
'He's a very good presenter, that Alex guy. He makes a quick $50,000 from that, does anyone care?
“I don't like the whole vibe of it,” Kyle added of the reaction to Cullen's stunt.
Portelli had grown tired of his long-used nickname 'Mr Lambo' and offered a reward to the first media personality to use his new name, with Cullen obliging on the Today Show (pictured)
It then emerged Channel Nine was investigating the payment and Cullen agreed to resign after the ill-advised on-air stunt (Picture: Adrian Portelli)
Meanwhile, Portelli has since come under fire for urging fans to bomb female journalist Fiona Byrne online after she revealed Nine was investigating Cullen over the cash-for-comment scandal.
Thousands of cyberbullies flooded her social media with mean and misogynistic comments after Portelli urged his 461,000 Instagram followers to 'bully' Byrne, even offering a cash prize for the best elimination.
'Come on Fiona. You can do better,” he posted on Instagram.
'Be respectful and use my real name, otherwise I will make up a nickname for you and throw it on my socials.'
Portelli then called on his followers to suggest suitable nicknames for Byrne before encouraging fans to 'bully' her online.
“If journalists want to bully, let's bully back,” he wrote before tagging her personal account and offering the prize money.
'Best comment of $5,000 on [Ms Byrne’s] profile.'
The Rich Lister's call-out saw the award-winning journalist's report flooded with inappropriate and false comments about her appearance and professionalism.
Daily Mail Australia chose not to repeat the comments.
Portelli later issued what appears to be a veiled threat to unleash his army of followers on any journalist who dared to 'disparage' him – or refer to him by his unofficial nickname 'Lambo Guy'.
