Yesterday, Freud Communications refused to comment on speculation that a News of the World sex and drugs story about its client Deayton was a publicity stunt. 'Have I Got News for You' usually pulls in about 6m viewers.
Today, in sister paper The Sun, the story was followed up with a photoshoot at Deayton's Italian hideaway, where the TV host was pictured smiling for the camera.
On Sunday, the News of the World revealed that Deayton had had a brief affair with an escort girl and reported that he had "snorted cocaine in the nude". Deayton has a partner and a one-year-old son, and has said he is "devastated by the hurt this has caused to those loved ones close to me".
However, his subsequent comments -- which all mentioned his TV show -- have led to speculation that the story was timed to coincide with this Friday's screening of 'Have I Got News for You', which will go up against the debut of the third series of 'Big Brother' on Channel 4. The News of the World article speculated on the treatment Deayton will receive at the hands of his co-stars and reported on comments he had made about other stars who have strayed, including Sven-Goran Eriksson.
In interviews, Deayton was quoted as saying: "But I'm sure Ian [Hislop] and Paul [Merton] will help soften the blow with their usual sympathetic attitude on the show", referring to his co-stars on the BBC2 quiz show.
Matthew Freud, chairman of Freud, told journalists: "I do not think this will be professionally damaging but it is relationship damaging. Angus will probably be doing the baby's night feeds for the foreseeable future."
A source close to the story said it had been a horrible day for Deayton and that he was likely to be wishing it had been a publicity stunt, but said that it was unlikely anyone would stoop so low just to publicise a television show.
Freud Communications handled PR for both Chris Evans and Geri Halliwell when they were briefly rumoured to be having an affair -- at a time when Halliwell was releasing a single and Evans' Virgin Radio show had seen flagging ratings.
'Have I Got News for You' will be recorded on Thursday night with London Mayor Ken Livingstone and comedian Dave Gorman as guests. While the programme is partly scripted, it is widely known for its ad-libbing.
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