UKIP Director of Comms Patrick O'Flynn broke every PR's golden rule yesterday - he became the story.
The former journalist turned political spinner had listened to almost twenty minutes of his party leader Nigel Farage take blow after blow from LBC's James O'Brien, while offering very little in response.
There's no doubt if this was a boxing match, it would have been stopped. So that's exactly what O'Flynn tried to do.
However, he simply reminded us all that on-air intervention (even if in a moment of calculated self-sacrifice) never ends well...
Nigel Farage's press spokesman stepped in to halt a live radio interview in which the UKIP leader faced tough questioning about views on immigration.