I thought I’d share, for what it’s worth, some thoughts on the much publicised and public brawl (or school-yard antics) of James Packer and David Gyngell in Sydney’s Eastern Suburbs over the weekend.

1. Who’s the winner in all of this?

No one.

News Limited is reported have forked out a small fortune for the images of the brawl – which according to reports lasted less than a minute, yet has been splashed across seven to ten pages of most of their capital city papers.

As for the two men involved – well, it certainly doesn’t bode well for their professional  images.

2. Should we care?

These men are two of Australia’s leading businessmen and while realistically a punch-up between two-blokes shouldn’t take front page over the terrible mudslide in Afghanistan , somehow, it has, because of who they are.

It’s almost Shakespearean – two mates brawling, fighting ensues, the friends agree to make-up, issue a joint media statement…. What happens next is anyone’s guess.

3. Why is there so much media attention on this story?

Because, as I’ve mentioned above, it’s who these two men are. What role they play in Sydney’s business scene and to a lesser degree the social scene. The fact that it happened in broad daylight, in Sydney’s exclusive Eastern Suburbs also adds (dare I say.. punch) to this story.

4. What will be the PR fall out for these two and their businesses

Well that remains to be seen. Some may argue that there’s no such thing as bad PR.

In this instance, as I’ve said above, there really isn’t a winner and the PR fall out realistically will be minimal. Both men when they next have to face their executive boards, will certainly have to answer a few questions. As for News Limited who published the photos and the story, with a strap line “We’re for Sydney” – which in recent months has championed the cause of coward punch and tougher sentences for those responsible for such hideous acts, to splash pictures of two men brawls seems to contradict what they stand for.

As the school bell rings, to resume classes, school-yard antics will come to a close – and so will this story, unfortunately, not soon enough – for all involved – including the public.