When is it OK to invite a known climate science denialist with extremist views onto your show – especially if that show happens to be part of the corporate outreach for one of the world’s most recognisable brands?
Well, firstly, you’d want to know something about climate change, or have an actual expert or two on hand.
If that person has a record of being wrong, then it might also be a good idea to point out to your listeners that most of the statements by your guest could be wrong, irrelevant or confused.
Alternatively, get a proper expert on the show and ignore the pleas of the fringe calling for “balance”. Failure to do this could risk confusing your listeners and exposing them to misinformation.
Unfortunately, this is not a hypothetical situation. As I’ve written on The Guardian, this week global brand Virgin Group — home to some 60 companies with annual revenue of about $24 billion — released its latest Virgin podcast.